Z Kuşağı’nın Coğrafi İşaretli Ürünleri Satın Alma Eğilimi

Abstract

Conceptual model was proposed to test impact of (a) culture and traditions, (b) health benefits, (c) perceived quality and safety and (d) rural development indicators of traditional food product carrying geographical indication on consumer willingness to purchase, as well as mediating role of trust amongst GenZ customers. Results demonstrate that perceived health and safety, as well as culture and traditions of hellim / halloumi cheese are the most important predictors of trust in hellim / halloumi geographical indication. Trust, in turn, is significant determinant of willingness to purchase hellim / halloumi cheese with geographical indication, indicating that trust plays partial mediator role in the proposed relationship.