Risk Perception of Turkish Consumers Towards Food Purchasing Process

Abstract

Consumer behaviors towards goods and service have been shaped due to color, place, packing, presentation, marketing strategies, etc. However, with the transition process to information society, it is observed that consumers have become more conscious for their purchasing attitudes. Therefore, in addition to above mentioned factors, well informed and conscious consumers tend to develop their own risk perception process for purchasing activities of goods and services. In other words, consumers' risk perception entails for consumers whether to buy or not to buy the intended goods or services. In this paper, it is intended to highlight the present situation of purchasing attitudes of consumers concerning food products and make suggestions for developing background for risk perception of consumers. © International Economic Society.