Abstract:

The purpose of this study was to measure consumers' purchase intentions when buying organic food online. In the study, the effects of attitude, subjective norm, perceived behavioral control, health awareness, food safety and organic food labeling on purchase intention are also examined within the scope of Planned Behavior Theory. Research data were collected through an online survey of consumers who tend to purchase organic food in Turkey. The relationships between variables were tested using structural equation modeling. Considering the results of the analysis, consumers' attitudes, subjective norms, perceived behavioral control, health awareness and food safety concerns towards purchasing organic food over the Internet, are significant and positive. However, it has been observed that organic food labeling in Internet shopping does not have an effect on purchase intention. According to the results obtained, recommendations were made to researchers and businesses selling organic food on the Internet.

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