Motives Underlying Organic Food Consumption in Turkey： Impact of Health, Environment, and Consumer Values on Purchase Intentions

Raising ecological awareness and health concerns create question marks about healthiness and sustainability of conventional foods in customers＇ minds. Due to augmented mass media coverage of environmental problems, health concerns related to consumption of genetically modified food and/or chemical contaminants in food, and consumers＇ increasing interest in healthy nutrition and environmental protection, there is a growing interest for organic foods in all over the world. Growing interest for organic foods, and increasing production and demand in organic food market has made organic food consumption a significant topic of research. Although organic food market and demand for organic foods have also been growing in Turkey, literature regarding organic food consumption is not very extensive. Therefore, this study aims to understand the underlying motives for organic food consumption in Turkey, and to explore the factors affecting Turkish consumers＇ attitudes towards organic foods and the behavioral intention of Turkish consumers to purchase organic food by the help of the theory of reasoned action （TRA）. The results of 622 successful surveys used for this empirical research indicate that Turkish consumers＇ attitudes towards organic foods are determined by perception of organic foods, consumer values, and price perception, while their purchase intention is determined by health consciousness, perception of organic foods, consumer values, price perception, and environmental concerns.

Theoretical Analysis of Consumers’Purchase Motivation in the Context of Environmental Protection

Through reviewing and summarizing the existing research on consumer motivation,and combining the characteristics of human behavior and the objective needs of environmental protection,this paper analyzes and defines consumers’purchase motivation.In the context of environmental protection,purchase motivation is divided into demand motivation,value recognition motivation,recognition motivation,and interest motivation.Their definitions are given in this paper,which provides a conceptual basis for further research on the influence of purchase motivation on consumer behavior in the context of environmental protection.

Cognitive Dissonance in Chinese Luxury Consumption Market

To examine the cognitive dissonance in Chinese luxury consumption,the paper contains a review of the research and development in the field of cognitive dissonance and the distinctive motivations applicable in Chinese luxury consumption.On the basis of the review,the link between cognitive dissonance and intention to repurchase luxury goods is discussed.This research aims to investigate the impact of Chinese culture on the reflections of cognitive dissonance as well as their repurchase intentions.The study was based on quantitative research,in which the motivations and the levels of cognitive dissonance were explored in the luxury consumption domain.In the study,the effects of Chinese culture(i.e.,Mianzi,group orientation,and buying out of emotions) on luxury consumption and cognitive dissonance were also examined in order to develop a more precise research framework.This study shed light on the different levels of cognitive dissonance relative to the different dimensions of Chinese culture.

Analysis on Marketing Strategies and Consumer Behavior during Online Shopping Carnival in China

As online shopping carnivals held by giant e-commerce platforms have achieved huge commercial success in tenns of both,profit scales and brand building,the marketing strategies that the companies have adopted to promote their ideas and so swiftly influence consumer behavior have attracted wide attention.This article will first begin with the introduction on the phenomenon of online shopping carnival in China especially,the largest one which is the"Double Eleven"Global Online Shopping Carnival where there will be a brief discussion on its nature,history,scale,and huge influence on the Chinese society.Then,the discussion will be focused on the marketing secrets of its contagiousness and the reasons why everyone talks about it from three dimensions whereby it provides social currency,it is of practical value,and it evokes emotions.An analysis will then be done on the marketing contributors to its high sales volume of"Why people are participating?"with purchase motivation theory,social influence theory(SIT),and conformity theory.Finally,the passage will explore the definition of impulse buying as well as its impacting factors in online shopping experiences,and then explain the high incidence of this phenomenon during carnivals from two dimensions which include the low-price strategy and the stimulation from shopping environment.This article aims to help people understand online shopping and shopping carnivals better while the tips of promotion strategies and analysis on consumer behavior would provide a referential value for companies that are interested to raise certain brands5 publicity in addition to attract more consumers.

Does Rising House Price Push Chinese Households to“Leverage Up”More?-A Study from the Perspective of Heterogeneity of House-Buying Motivation

The rapid rise of leverage in Chinese household sector in recent years has attracted considerable attention,and high housing prices might be the main reason for the phenomenon.Do different house-buying motivations of households give an impetus to it?Researching this problem is of great importance to understand mechanisms for the formation of household leverage and taking targeted housing policies.Theoretical analysis in this paper fi nds that if house-buying motivation that was speculative was quite obvious,rising housing prices would result in the leverage of non-fi rst-house(NFH)households outpacing that of first-house(FH)households.On this basis,we conducted empirical analysis with a state-owned bank’s all housing mortgage loan data on 70 large and medium-sized cities for 2016 and the IV(instrumental variables)and DID(differences-in-differences)methods,and compared the two types of households from the inter-city and intra-city dimensions.The result showed that rising housing prices indeed drive up the debt balance and leverage of NFH households significantly more than those of FH households.Furthermore,our research found that a rise in housing prices has prompted NFH households to be more inclined to make the most use of mortgage policies with no substantial housing difference.To curb excessive leverage increase in the household sector,therefore,apart from regulating high expectations of housing prices,there should be stepped-up credit constraints on NFH households,thus restricting their behavior of excessive speculation.