Abstract:

In the study, it was aimed to examine the role of word of mouth communication in the purchasing behavior of consumers consuming organic products. For this purpose, data were collected from 577 participants with the online survey method by applying the convenience sampling method. In the analysis of the data, reliability test, frequency analysis, normality test, Sperman Rank Differences, correlation analysis, Mann-Whitney U Test and Kruskal-Wallis Test were applied by means of a statistical package program suitable for the purpose. As a result of the research; It has been determined that all dimensions that determine the role of word of mouth communication in consumers' organic product purchasing behaviors are highly effective and these dimensions are in positive relations with each other. However, no significant difference was found between the gender and marital status of the participants and the role of word of mouth in their organic product purchasing behavior. It has been concluded that the role of word of mouth communication differs in the behavior of purchasing organic products of participants in different age groups, with or without children, with different education and income levels, and in different occupational groups.

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