Consumers’ perceptions about probiotic food products and their effects on purchase intention: A case study of Eastern Mediterranean Region of Turkey

The aim of this study is examining consumers’ preferences and behaviors about probiotic foods (PFs) in Turkey, and analysing the relationships between some factors such as consumer perception, knowledge level, income level, and purchase intention. According to the research results, among the PFs, sour milk products such as; cheese, conventional yogurt, and ayran (yogurt drink) were found to be the most frequently consumed probiotics. On the other hand, the consumption level of other common commercial probiotics like probiotic yogurt and supplements were found quite low. It was determined that consumers have a high awareness level of the benefits of PFs and that they consume these products with confidence. According to the analysis results, statistically significant and positive correlations were found between consumers’ knowledge level and consumers’ perceptions of benefit and necessity. In terms of purchase intention, statistically significant and positive correlations were found between “purchase intention” and some variables such as; “knowledge level”, “income level”, perceptions of “benefit” and “price sensitivity”.