Turkish Consumers' Perceptions and Purchasing Behaviours Toward Organic Textile Products

This study examines Turkish consumers' perceptions and purchasing behaviours toward organic textile products, focusing on the influence of perceived product attributes on consumer attitudes and subsequent behavioural outcomes. Data were collected from 244 participants between April 29 and May 6, 2024, using an online survey. The analysis employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed hypotheses. The findings reveal that perceived quality, healthy product awareness, and perceived product price significantly influence consumer attitudes toward organic textile products. In turn, attitudes positively affect willingness to pay more and organic textile product purchasing behaviour. Contrary to expectations, perceived safety did not significantly impact consumer attitudes (β = 0.031, p = 0.650), suggesting that safety perceptions may not be a primary driver of organic textile consumption in Türkiye. These results underscore the importance of quality and health-related considerations, alongside price perceptions, over safety perceptions in shaping consumer attitudes and behaviours.