Articles

• Chocolate Consumption Habits of Hungarian Women and Their Consumer Behaviour Regarding Sugar-free Chocolate

  3-20

  Marietta Kiss

  Fruzsina Kathy

  Views:

  190

  In line with the global trend of health and wellness, there is now an increased demand for products that have a positive effect on health (or that are at least less unhealthy), such as sugar-free or reduced-calorie chocolate, especially among female consumers. Therefore, in our research, we set out to explore the chocolate consumption habits of Hungarian women, with particular regard to consumer acceptance of sugar-free chocolate. In the course of our primary research, we conducted an online questionnaire survey with the participation of 370 female respondents, during which we explored some elements of their consumer behaviour related to conventional and sugar-free/reduced-calorie chocolates; moreover, possible differences in the willingness to pay for sugar-free and conventional chocolates were also examined by using the packaging of two real, 100 g Stühmer milk chocolate bars and their modified versions as well. According to our results, the vast majority of women interviewed like chocolate, with milk chocolate being the most popular. Most of them eat chocolate a few times a week, but consumption of sugar-free/reduced-calorie chocolate is much less common. When buying chocolate, the respondents are clearly most influenced by the taste, which is followed far behind by the price, and then the healthiness of the chocolate. Most of the women asked are interested in sugar-free and reduced-calorie chocolates, the majority of them consume such products because of health awareness. The respondents’ willingness to pay for sugar-free chocolates is not lower compared to the versions sweetened with sugar, but the willingness to pay reaches the market price only in the case of a gift purchase; in the case of a purchase for one’s own consumption, it mostly falls short of it.
  
  JEL-Code: M31

   

  hu

  207

• Drivers of Local Food Product Consumption among Young Consumers

  21-39

  Judit Beke Lisányi

  Marietta Balázsné Lendvai

  Views:

  273

  Future trends in sustainable food consumption include, among others, the expansion of short food supply chains coupled with a shift in consumer behaviour, e.g., a growing interest in product information, increased appreciation of trust towards local producers and locally produced food. There is a growing body of literature on local or alternative food to address the problem of consumer behaviour called the buyer's "black box". This paper aims to identify the most prominent drivers for the segment of young consumers for purchasing healthy and quality products: curiosity, uniqueness, and experience. We conducted this study to direct the attention specifically to the buying behaviour of young consumers, as previous research found this segment the most open to sustainable food consumption. A quantitative study was conducted on a large-sample survey with respondents aged 18 – 45 in Hungary. The questionnaire focused on product features, intrinsic and extrinsic motivational elements, and demographic characteristics. The findings of this study can support managerial decision-making and serve as a basis for further academic research.
  
  JEL-Codes: A13, F64, M21, O13, P46

  hu

  239

• Farmers' Markets on the University Campus

  41-56

  Gréta Maró

  Áron Török

  Views:

  347

  Short food supply chains are increasingly studied areas of international studies. Many see their spread as the solution to sustainability in agriculture. One of its defining sales channels is farmers' markets, their number has grown dramatically in Hungary in recent years. Many studies analyse the consumers of farmers' markets worldwide, but only a few studies examine the relationship of university students with farmers' markets. However, there are examples of this in the USA; it is even typical that farmer's market is organized on university campuses. University students are not typical buyers of farmers' markets, but they will be the consumers of the future, so it is worth examining their habits and needs. With the help of a questionnaire filled out by 382 university students, we investigate whether there is a difference between the food shopping habits of the university students examined in previous studies and the ones analysed in the current study. Do they have clearly identifiable habits of purchasing on the farmer's market? Is there a demand to organize farmers' markets on university campuses in Hungary? The food shopping habits of university students studying in Hungary are largely the same as the habits of university students examined by previous research. For university students, the price, comfort, the selection, and quality aspects of the products dominate. 31% of the university students, who filled out the questionnaire, have never shopped at a farmer's market; while among those, who purchase there food, only 21% do this regularly. The main obstacle for non-regular shoppers is the distance from farmers' markets, which can be solved by organizing farmers' markets on university campuses. 95% of the sample is open to this, so it would be worthwhile to conduct separate research for each university and put the positive results into practice.
  
  JEL-Codes: O13, P46, Q13

  hu

  84

• Investigation of Active Sport Consumption around the Students of Faculty of Economics, University of Debrecen

  57-65

  Oláh Bettina

  Views:

  159

  Physical activity and maintaining health are becoming increasingly important to people around the world today. The growth of physical activity in the last ten years can be detected both at the domestic and European Union level. People today spend more and more time on active and passive sports activities. This is especially true for the younger generation, who are increasingly engaging in active physical activity in their spare time, with the main goals of maintaining and maintaining health, achieving a balanced lifestyle, developing well-being and relieving stress. To achieve all this, in addition to physical activity, increased attention must be paid to nutrition as well. During our research, we examined the active sports consumption habits of university students. Various statistical methods were used to process the data, such as mean, median, mode, standard deviation, distribution, Chi2 independence test, principal component analysis, factor analysis, and variance analysis. It can be stated that it is important for students to maintain their physical health. An active, health-conscious lifestyle plays a significant role in maintaining physical and mental health, which was supported by our results.
  
  JEL-Codes: I10, I12, I19

  hu

  139

• Analysis of Energy Drink Consumption Habits and Motivations among University Students

  67-79

  Zsófia Czupper

  Views:

  587

  Young adults tend to consume energy drinks, even if they know exactly what they contain and what their health effects might be, even in the long term. The purpose of our research is to find out what motivates young people to consume energy drinks. In the quantitative research, a focus group-oriented online questionnaire was held out to assess the energy drink consumption habits of university students as well as their motivations for consumption using the TEMS model (N=897). The TEMS model was adapted for energy drinks. The qualitative research involved an eye-camera study with advertisements of the most popular energy drink brands and the existence of cognitive dissonance among students consuming energy drinks was also investigated. In summary, the majority of students were aware of the ingredients of energy drinks and their negative effects on health. The main motivations for consuming the product were that it tastes good, gives energy, is a pleasure to drink and that they simply like the product. Cognitive dissonance is also present in the purchase and consumption of energy drinks, therefore advertising has a strong influence on brand evaluations.
  
  JEL-Codes: M31, M3

  hu

  552

• Examination of the Eating Motivations of the Hungarian Population Based on the TEMS-Model

  81-93

  Márk Szakály

  Mihály Soós

  Views:

  146

  Our study fills a gap because we were the first to examine the eating motivations of the Hungarian population using the TEMS questionnaire. Our aim was to analyze the eating motivations of Hungarian consumers in details. To this end, we launched a national questionnaire survey of 1,000 people, which is representative by gender, age, type of settlement, and region. In our survey, we obtained 8 well separated factors, which are the following: Social Anxiety, Comfortable Enjoyment, Health Awareness and Weight Control, Price Sensitivity, Social Eating, Self-Rewarding, Habit and Tradition-Driven Eating, The Tempting Nature of Food. Based on cluster analysis, we classified consumers into 5 clusters: Traditional Simplifiers, Thrifty Social and Emotional Eaters, Balanced Self-Rewards, Health Conscious, Indifferent.
  
  JEL-Codes: A13, D70, I12, Q56

  hu

  212