Abstract:

Purpose: The main purpose of this study is to determine the influence of intention, attitude, subjective norm, and perceived behavioral control on the consumers' purchase behavior in online shopping for food products. Design/Methodology/Approach: In this study, the factors influencing the consumers' purchase decisions for food products in online shopping are examined using the data that is obtained from the consumers residing in the metropolitan districts of İzmir as the primary data source. The examination is performed utilizing the Theory of Planned Behavior which is one of the most important social-psychological models. Findings:The overall results of the study point out that consumers have a hesitant and complex approach to shopping for food products over the internet. It is also seen that the people in the same circle have a positive or negative impact on the decision of consumers to shop online. Originalty/Value: It is evaluated that the results of this research and future studies in this direction will assist the businesses that perform or plan to perform e-commerce for food products and guide them through their marketing activities. It is also propounded that supermarket chains will be able to improve their marketing strategies by determining the online marketplaces and consumers' approaches to these platforms, their attitudes, and perceptions about online shopping and online food shopping.

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