Yiyecek İçecek İşletmesi Çalışanlarının, Müşterilerin Organik Gıdaya Yönelik Bilinç Düzeylerine İlişkin Algıları (Food and Beverage Employees’ Perceptions of Customers’ Awareness Levels Regarding Organic Food)
DOI:
https://doi.org/10.21325/jotags.2025.1624Keywords:
Food and beverage businesses, Organic food, Employee perception, Customer awareness, Perception analysisAbstract
In addition to the protection of human health, environmental preservation and eco-friendly consumption have gained increasing importance in recent years. One of the essential aspects of this consumption is the preference for organic food. In this context, evaluating customers’ levels of awareness, health consciousness, and perceived benefits regarding organic food through the perceptions of service employees is crucial for understanding consumer behavior and improving environmentally responsible consumption practices. Accordingly, this study aims to determine the perceptions of food and beverage employees regarding customers’ awareness, health consciousness, and benefit perception toward organic food. The research was conducted through surveys administered to 420 employees working in restaurants in the province of Balıkesir. The collected data were analyzed using reliability and normality tests, followed by independent samples t-tests, ANOVA, and regression analyses. The findings indicate that female, single, and older employees perceive customers as having higher levels of awareness about organic food. In terms of health consciousness, female, older, and less educated employees reported higher perceived customer awareness. Regarding benefit perception, employees in the middle-age group, those with lower education, and lower-income employees perceived customers as having greater awareness. On the other hand, employees’ demographic characteristics did not yield significant differences in perceptions regarding customers’ preferences for organic food. These findings are expected to contribute to a better understanding of customer profiles in food and beverage businesses and provide guidance for the development of marketing strategies.
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