Both the supply and the demand for sustainable and ethical food options are rising. However, the decision is not easy for companies, nor for consumers, on how to balance health, quality, sustainability, and costs. That is why we aimed to identify special consumer groups in Hungary based on their attitudes and value judgments, who can be targeted. Altogether, 27 regular meat consumers filled out the Q-grid based on their attitudes. For analysis, we utilized several mathematical and statistical software. With varimax rotation, five opinion groups were identified. For meat processors or producers, the most important target might be the “sustainable meat consumers” who seek quality, local products, but do not visit local markets. "Variety meat fans" are now more aware that quality is their top priority, and they may become the sustainable meat consumers of the future. The other three types are somewhat interested in price (“Price-driven, tradition-oriented”) or easy affordability (“Convenience-driven meat buyers” and “informed meat consumers”). To serve different needs, it is essential to raise awareness of sustainable meat consumption; however, the marketing tools can vary across segments.

JEL Codes: Q01, Q13