Vol. 12 No. 2 (2025): Táplálkozásmarketing Current Issue
Full Issue
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Articles
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Local Meat Choice Aspects – Consumer Segments in Hungary
3-20Views:82Both 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 -
Examination of Consumer Preferences of the Sweet Taste
21-30Views:57The aim of this study was to explore the sugar, sweetener, confectionery consumption habits of the Hungarian population. The online questionnaire survey was conducted in June 2024 with a sample of 1,000 individuals. Quota sampling ensured representativeness of the adult population by age, gender, region, and settlement type. In addition to consumption habits, the questionnaire also addressed consumer knowledge and demographic characteristics. Findings reveal that most respondents continue to consume sugar primarily due to taste and habit, while the main reasons for avoiding sugar are the desire to reduce empty calorie intake and health-related concerns. The use of sweeteners is mostly linked to weight control, diabetes, and health consciousness, though taste is a less influential factor in their use. Confectionery consumption is widespread, with 99.1% of respondents consuming such products to some extent. Among “free-from” sweets, sugar-free options are the most sought-after, particularly among women, urban dwellers, and individuals with chronic health conditions. Compared to 2022, confectionery consumption has increased, and weight control has become the leading motivation for using sweeteners. While consumer decisions remain primarily driven by taste and habit, health awareness is gaining importance—reflected in the growing interest in sugar-free products.
JEL Codes: D11, D12, M31 -
Perception of Italian Food Industry Products among Hungarian Consumers
31-52Views:77The role of food marketing is increasingly important, as the food market is highly competitive and sensitive to economic, cultural, and social changes. Understanding consumer behavior in the food market is key to developing effective marketing strategies. Our research aim was to examine the impact of country of origin as a factor influencing consumption, specifically for Italian food products, on the Hungarian market. Using quantitative and qualitative methods (i.e., a questionnaire survey and two focus group interviews), we examined the respondents’ Italian food purchasing habits, preferences, and attitudes towards “Made in Italy” products. The results show that country of origin influences consumer decisions, especially for frequent buyers of Italian products, who associate higher quality, special taste, and freshness with these foods. At the same time, consumers’ price sensitivity may be a limitation in the application of premium pricing. Based on the attitudes toward Italian food, consumers have been classified into three distinct segments (“Rejecters,” “Neutrals,” and “Enthusiasts”), and it was found that with increasing socio-economic status, attitudes toward Italian products are also improving. Emphasizing excellent quality and unique flavors, as well as consciously utilizing segment-based word-of-mouth advertising, can play an important role in promoting “Made in Italy” foods on the Hungarian market.
JEL Codes: M31, Q13 -
Social Media Use, Body Image Disturbance, and Lifestyle Change Motivations among University Students
53-66Views:82Social media has become an integral part of young people’s everyday lives, exerting a significant influence on their self-esteem and body image. The aim of this study was to explore how social media usage patterns, filter use, and online self-representation affect young adults’ body image and attitudes toward lifestyle changes. Primary data collection was conducted through an online, anonymous questionnaire among students of the University of Debrecen (N = 575). Data were analyzed using IBM SPSS 27 software, applying descriptive statistics and non-parametric tests (Mann–Whitney and Chi-square). The results indicate a significant relationship between body image disturbance and both the amount of time spent on social media (p = 0.000) and the use of photo-editing tools (p = 0.011). Participants with body image disturbance edited or modified their photos more frequently, while their posting frequency did not differ significantly from that of participants without body image disturbance. Individuals experiencing body image disturbance were more likely to attempt lifestyle changes (79.9%) than those in the control group (54.6%), with body shaping (83.9%) and weight loss (65.7%) being the most common motivations. The findings highlight that social media use is closely linked to body image perception and lifestyle behavior among young adults. Based on these results, it is recommended to strengthen media literacy and promote critical awareness of edited and idealized online content. Developing educational programs that foster realistic body image and healthy self-esteem may also help mitigate the negative impacts observed in this study. Furthermore, interventions aimed at reducing appearance-based social comparison and encouraging balanced, health-oriented lifestyle motivations—rather than weight-focused goals—could play a crucial role in preventing body image disturbances and supporting young people’s mental well-being.
JEL Codes: I10; I12; I19
