Özet:

The approach to the purchasing behavior of the consumers, The Discoverer's Purchasing Behavior The motivation to the research, called, begins with the operation of the cognitive process. Consumers' cognitive process attitudes towards the business are influenced by different situations and events. One of these is the pandemic period in the last three years. During the pandemic period, consumers have entered an effort to research foods that will strengthen their immune systems. The increased demand for organic products has increased the number of organic food consumers both in terms of health awareness – which is the trigger of the existing global health problem – and due to environmental concerns.

The aim of the study in this context is to investigate the role of health awareness on consumers’ detective purchasing behavior tendency in organic food marketing, the regulatory effect of gender factor on the attitude and participation in organic food purchasing process. For this purpose, the data collected on the Internet using the simple random sampling method has been analyzed with the SPSS package program.

The results of the analysis have come to the conclusion that consumers in the sale of organic food have performed the behavior of discovering purchases with health consciousness, which means that health consciousness has accelerated the cognitive process.

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