CONSUMER BEHAVIOR TOWARD ECO-LABELED AGRI-FOOD PRODUCTS: EVIDENCE FROM TÜRKİYE

Sinan ÇAVUŞOĞLU

doi:10.59267/ekoPolj2603735C

Authors

Sinan ÇAVUŞOĞLU Bingöl University, Social Sciences Vocational School, Finance Banking and Insurance Department, Bingöl 12000, Turkey https://orcid.org/0000-0001-9365-8677

DOI:

https://doi.org/10.59267/ekoPolj2603735C

Keywords:

eco-label, support for local producers, perceived price fairness, purchase intention, sustainable agri-food products, structural equation modeling (SEM)

Abstract

This study investigates consumer behavior toward ecolabeled agri-food products by integrating eco-label trust,perceived support for local producers, perceived pricefairness, and purchase intention into a comprehensivestructural model. Data were collected from 410 adultconsumers in Türkiye through an online survey andanalyzed using Structural Equation Modeling afterconfirming the validity and reliability of the measurementmodel. The findings indicate that both eco-label trust andperceived support for local producers significantly enhanceconsumers’ perceptions of price fairness as well as theirintention to purchase eco-labeled products. Moreover,perceived price fairness emerges as a meaningful directpredictor of purchase intention. Overall, the resultssuggest that consumer decisions regarding sustainableagri-food products are shaped not only by environmentalconsiderations but also by the combined influence oftrust mechanisms, social value orientations, and fairnessevaluations.

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