Determination of Organic Fish Purchase Tendency of Consumers: A Case Study for Hatay Province, Turkey

Numerous studies have developed and validated models and instruments for consumer behaviours. However, cahracteristics of decision making still remain unknown. In this study, we attempted to investigate decision making behaviours of consumers for organic fishery products in Hatay province of Turkey. The data were collected from Antakya district located in the centre of Hatay province and were analyzed with factor analysis method. Out of 442 reports gathered through face to face interviews, 412 were found to be suitable for the analysis. Results indicated that four factors were found to be effective in assessing consumer tendencies regarding organic fish consumption. Shopping place, quality, health and price were the main factors, which explained 65.34% of the variation. More than half of the consumers seemed to be willing to pay 10-30% more for organic fish. In addition, organic fish consumtion tendency is accounted for 36.20% in the research area. It appears that there is a potential market for organic fishery products in the area under the investigation.