Investigation of Factors Affecting Consumers’ Purchase of Food Products: The Case of Hatay Mustafa Kemal University

This study examines how the factors affecting the food purchasing preferences of university employees’ and students differ according to personal and socio-economic variables based on increasing food security concerns due to global problems. In the study conducted with 220 participants in the 2022-2023 academic year, 14 criteria taken into account when purchasing food, and 7 issues of concern in terms of food safety were evaluated with a 5-point Likert scale. Data was analysed using an independent sample t-test and One-way ANOVA. Most participants (75%) are between the ages of 18-34, mostly single, and belong to the low-middle income group. Production and expiry dates, taste/flavour, freshness, hygiene and quality stand out in food purchasing preferences. Additives, genetically modified ingredients, chemical residues, and bacterial contamination are among the most important issues. It has been observed that participants make informed choices and are particularly sensitive to biological and chemical risks. It was observed that female respondents were more sensitive to the issues, and consumer sensitivity increased as income, education level and number of family members increased. Regarding settlements, individuals living in provincial and district centers make more conscious choices than in villages. Food safety and access should be improved through strategies that address the different needs of consumer groups. University and social media-based awareness campaigns for young people, specialized information for women, and nutrient-based products for the elderly should be offered. Subsidies, regional certifications and mobile markets for low-income groups should be supported. Label design should be clear and informative, offering single and family size product options. Provide access to information for consumers with different levels of education through appropriate digital and traditional content. Promote conscious consumption through food literacy and healthy living programs.