RESEARCH ON THE EFFECT OF BRAND LOYALTY TO ORGANIC PRODUCTS ON PURCHASING INTENTIONS

Abstract

The changing consumption habits that emerged as a result of high consumer demand in the 2000s, the changes experienced as a result of the destruction caused by uncontrolled production patterns and the losses caused by the anarchic production model that emerged as a result of the intense consumption demand, increased the importance of organic agriculture. In recent years, consumption habits have been reviewed and the interest in organic products has increased. Consumers perceive organic products as health-promoting and associate them with a healthy lifestyle. This article aims to investigate the effects of brand loyalty towards organic products on purchase intention in Turkey. In the demographic breakdown of the research, the age ranges were divided according to the generations and the generations' preferences were examined. An online questionnaire was prepared and applied for this study. Cronbach Alpha analysis to test the internal consistency of the "Organic Brand Loyalty Scale" and the "Organic Brand Purchase Intention Scale"; Confirmatory Factor Analysis was applied to test its structural validity. A total of 598 questionnaires were filled and analyzed. The collected data were analyzed with SPSS software. The results are presented using descriptive and descriptive analyses, independent samples, t-test, Mann-Whitney u, one-way analysis of variance and Kruskal Wallis-h analysis. A structural equation model was created to determine the effect of brand loyalty on purchase intention. The study concluded that consumers' loyalty to organic products positively affects their purchase intention and brand loyalty does not make a difference with demographic characteristics and generations. It is suggested that brands should primarily consider brand loyalty and purchasing relationships in their marketing strategies.