Gastronomik Akımlar Çerçevesinde Üniversite Öğrencilerinin Gıda Tüketim Eğilimi, Yeme Motivasyonu ve Sürdürülebilir Tüketim Davranışı İlişkisinin İncelenmesi (An Examination of the Relationship Between University Students’ Food Consumption Trends, Motivation to Eat, and Sustainable Consumption Behavior within the Context of Gastronomic Trends)
DOI:
https://doi.org/10.63556/jotags.2026.1904Anahtar Kelimeler:
Gastronomik akımlar- Gıda tüketimi- Yeme motivasyonu- Sürdürülebilir tüketim davranışı- Tüketici segmentasyonuÖz
Bu araştırma, üniversite öğrencilerinin gıda tüketim eğilimleri, yeme motivasyonları ve sürdürülebilir tüketim davranışları arasındaki ilişkileri gastronomik akımlar çerçevesinde incelemektedir. Değer-Tutum-Davranış Hiyerarşisi, Sosyal Bilişsel Kuram, Planlı Davranış Kuramı ve Norm Aktivasyon Modeli temelinde, 2024-2025 akademik yılında 921 Türk üniversite öğrencisinden veri toplanmıştır. İlk aşamada yapısal eşitlik modellemesiyle aracılık modeli test edilmiştir. Gıda tüketim eğilimi yeme motivasyonunu pozitif yönde yordamış (β = 0,249, p < ,001), yeme motivasyonu da sürdürülebilir tüketim davranışını pozitif yönde yordamıştır (β = 0,128, p < ,001). Yeme motivasyonu ilişkide kısmi aracılık göstermiş ve toplam etkinin %26,6’sını açıklamıştır. İkinci aşamadaki k-ortalamalar kümeleme analizi, Aktif/Bilinçli (n = 447, %48,5) ve Pasif/Düşük Farkındalıklı (n = 474, %51,5) olmak üzere iki tüketici profili belirlemiştir. Bulgular, sürdürülebilirliğin teşvikinde segment temelli kampüs müdahaleleri ve gıda politikalarının önemini göstermektedir. Sonuçlar, özellikle kampüs politikalarında örneklemdeki heterojenliğin farklı tüketici grupları bağlamında dikkate alınması gerektiğini düşündürmektedir. Kesitsel desen ve tek üniversite örneklemi, nedensellik ve genellenebilirlik açısından temel sınırlılıklardır.
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