THE RELATIONSHIP BETWEEN PERSONALITY TRAITS AND CONSUMERS’ INTENTION TO PURCHASE BEEKEEPING PRODUCTS DURING COVID-19

The purpose of the research is to evaluate consumers’s awareness, usage, expectations of packaging of propolis and other bee products, their impressions regarding certificates, prices, promotions and sales channels, their attitude to new products to be developed with propolis content, and consumer's personality traits and their intention to purchase propolis products. In parallel with the purpose of this study, the data derived from 350 consumers, obtained with convenience sampling method, were examined by Frequency, “t”, Anova Test and correlation analysis. As a result of our research, it can be said that consumers use this product most in winter, make the purchase decision by comparing price and quality, have high expectations for glass packaging, new products, awards, certificates, and consumers who are open to innovations have a more positive propolis purchase intention.