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Analysis of the Values of Sustainable Development and the Health Conscious Lifestyle Among Secondary School Students
41-62Views:184Health, together with the social- and natural environment has become the most important and core value recently. The current research would like to explore the presence of sustainable development related values and the elements of health consciousness among the consumption behaviour of secondary school students. The aim of the first part is to provide an overview of conscious consumption, sustainable development and the literal researches connected to this particular generation. In the second part of the work, we present the results of a research made between April 2015 and 2016 involving 1 002 students of 13 institutions. During the selection, we kept in mind to choose institutions of all different profiles (human, sport, art, general) and different types (grammar school, vocational high school, technical school). During creating the questionnaire, the basis of the questions and statements since was the consumption trends that can be found in the literature sources as well. We analysed the data with the help of frequency indicators together with factor- and cluster analyses. During the primary examinations, we identified five factors that were created along with the values of the following behaviours: trend-following individualistic, health- and environmental conscious, authentic patriot, altruistic-ethical and business ethical. With the help of them, we could name four well-divided groups after the cluster analysis, where the values of the created factors can be realised at different rates. The groups were the Trend-avoiding Conscious, the Responsibility-blamers, the Passive “freshmen” and the Conscious individualists. The first group can be related to the trends of voluntary simplicity, whereas the fourth segment shows a strong similarity to the values of the LOHAS consumer group. These groups – and their different socio-demographic features – raise the attention to the fact that knowledge, messages and examples-to-follow are worth conveying with a differentiated marketing communicational strategy. This secondary school generation undertakes their connection to the particular sustainable and health conscious values, and – at least in a theoretical field – the majority of the students admit their responsibility in shaping the environment and their own health. In the case of conscious consumption, the peculiarities of this generation (digital, “Always on” generation) demand a quite new communicational approach in transporting messages and possibilities of act.
JEL codes: A13, D70, I12, Q56
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Beliefs and Misbeliefs About Plant-Based Diet Relying on the Results of an Online Research
65-77Views:552A main current trend is healthy lifestyle and the consumption of fruit and vegetables. The assessment of healthiness of plant-based diet is not so obvious either among the population or food experts. In an online survey the knowledge, beliefs and misbeliefs about plant-based diet were analysed among members and non-members of online social media lifestyles groups. All in all, it can be stated that there are no significant relationships and differences between knowledge, attitude and perception of members and non-members. Social media users are aware of the different types of plant-based diet (vegetarian, vegan) and the positive and negative psychological effects. The associations connected to plant-based diet are the following: healthy, environmentally friendly and expensive. Only a small segment of Hungarian people follow plant-based diet. At the same the diverse and everyday consumption of fruit and vegetables is essential because of health and sustainability issues. Due to conscious nutrition and more plant-based diet, people can contribute to the protection of their own health and the Earth.
JEL Classification: M31
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Sour Cherry Seed Extract – An Emerging Functional Food
31-34Views:96Advanced analytical techniques have recently revealed powerful health-promoting properties in components of some plants, which had remained obscure until present days because they were not typically consumed as food by humans. A particularly fascinating example is the seed kernel of sour cherry (Prunus cerasus). Chemical analysis of the seed kernel revealed that the solid flavonoid-rich fraction, comprising approximately 64–68% of the kernel, contains several health-enhancing polyphenolic compunds including catechins, stillbenes, anthocyanidins and resveratrol. The remaining 32–36% is an oil fraction rich in tocopherols and related compounds, including tocotrienols, oleic acid and triglycerides. Previous studies demonstrated that oral administration of sour cherry seed extract to animals strongly stabilizes healthy tissue homeostasis and suppresses ischemia-reperfusion injury by augmenting expression of heme oxygenase-1, a major endogenous cytoprotective enzyme. The sour cherry fruit is a major export of several nations, including Hungary, however the seed is currently considered an agricultural by-product and discarded. The better understanding of health protective effects of the seed extract would open new avenues for the Hungarian agriculture and food industry in the future.
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Qualitative Analysis of Consumers’ and Experts’ Perceptions of Energy Drinks
51-63Views:465Energy drinks are very popular products, as evidenced by their high soaring market value. However, perceptions surrounding beverages often take extreme forms, both among consumers and experts. Our research aim is to get closer to expert and consumer insights using qualitative methods. The study consisted of three main parts: the first was a netnographic study, while the authors successfully separated 3 online consumer groups. This was followed by a closer examination of each group. We interviewed four prominent representatives from three disciplines, asking about the differences between coffee and energy drinks and their effects on the body. This was followed by an examination of the consumer side through two focus group discussions of 8-8 people. Participants in one group are supporters of consuming energy drinks and in the other group are opponents of consuming energy drinks. Both conversations took place under the same conditions, based on a similar scenario, which included several questions as well as tasks that shaped projective techniques. The results of the research can be attributed to the statement that the assessment of energy drinks contains many contradictory elements, yet those interviewed during the research and the known literature sources all emphasized the importance of moderation.
JEL Classification: M31, Q13
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Examination of consumer preferences in relation to plant-based diet
3-20Views:651Today, non-communicable, chronic diseases have become the number one causes of death worldwide. But while the problem is receding in developed, more civilized countries, the so called civilization diseases have shifted towards less developed societies, thus spreading throughout the world. One of the main sources of the problem is unhealthy nutrition, so compiling the right diet can reduce the spread and severity of chronic diseases. Within the framework of this article, we deal with plant-based nutrition and its characteristics. Our aim was to get to know the motivations and opinions of those who consider themselves (to be) vegetarian, and to a lesser extent those of the omnivorous groups in relation to plant-based (vegetarian) diets. One of our main findings was that vegetarians follow a plant-based diet primarily for physical and mental health, with almost two-thirds strictly adhering to their diet and the price level of which they do not consider more expensive than the omnivorous diet. Another important result was that the majority of those who followed the plant-based diet declared their diet to be healthy and themselves to be health-conscious. Based on the results, it can be stated that the followers of the plant-based diet are very satisfied with their own diet.
JEL codes: I10, I12 -
Examination of the Young Athletes’ Eating Habits
79-88Views:528Nowadays, movement and maintaining health are becoming more and more prominent in both public life and the scientific world. In connection with this, we can meet many scientific developments and new recommendations. In the present research, we examined young athletes, primarily in terms of their eating habits, as the compilation of a proper diet contributes greatly to the ability of athletes to achieve the best possible results. The aim of the secondary search was to get acquainted with the young athletes’ health-consciousness behavior and eating habits. The primary search consisted of an online-, and paper based questionnaire as well. As far as data analysis is concerned, we only considered data given by the targeted segment of the respondents, which falls between the age of 15 and 35. For statistical analysis we used descriptive statistics and crosstabs procedure. The results revealed that the majority of the athletes eat 3-5 times a day both in preparation and competiton period. Furthermore, the overwhelming majority of athletes find conscious eating important, however, they did not find either the consumption of different health protecive or disease preventive food important. They also do not follow the latest trends in connection with sportfood.
JEL Classification: M31, H12, Z2
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Are We Going Green Online Too? Consumers’ Attitude Towards Companies’ Ecomarketing Communication in Online Space
3-19Views:219Nowadays environmental protection is one of the most pressing global topics that appears in more and more corporate promotions. The expansion of the Internet and the rise of the digital world and social media have opened up new opportunities for companies to carry out green promotional activities. The purpose of the study is to examine the attitude of consumers in the online space towards the promotion of companies related to environmental protection and to propose different strategies in this regard. In this article, using netnographic research method, the comments received under the environmental protection related Facebook posts of the top 12 Hungarian FMCG (Fast-Moving Consumer Goods) companies are analyzed and users are segmented, based on their attitude and reactions. Three main groups (supporters, critics, objectives) and eight subgroups can be distinguished (idealists, humorists, interested, helpless, experienced, smartass, informants and whishers) in the case of companies' Facebook posts related to the environment. Critics can generate negative eWom, while supporters can generate positive online word of mouth for the company. Finally, regarding the treatment of different segmented groups, we formulate online and offline strategies that companies should follow. It is recommended for companies to continuously monitor and analyze online comments, since with the help of feedback they can improve their operational activities and avoid image damage caused by negative word of mouth.
JEL Codes: M31; M37; F64 -
Analysis of the Health – Environment – Nutrition Nexus: A Review
3-24Views:781The fastest improvement of the wealth and quality of life was witnessed in last decades by the humanity globally. Economic and social development, however, influenced the state and processes of the natural environment at the same time significantly. Food supply is one of the major interfaces between the society and the natural resources, as we highlight in our literature review; approximately one-third of the resource use and pollution is originated in nutritional needs. Also, health effects of western diet are remarkable. Consequently, debate on ‘healthy diet’ and ‘environmentally friendly’ food supply chain became complementary and reinforcing topics recently, at least in the scientific communication.
JEL Codes: F64, I12, O13, Q4, Q5
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International Market Segmentation of European Countries Based on Sports and Health Consumption
33-49Views:235Differences in development of European countries can be seen in many areas. Differences in household expenditure, income inequality and life expectancy have already been revealed by a number of previous studies. However, relatively little attention has been paid to the international variations in household health, sports and recreation spending. In our research, therefore, European countries were segmented on the basis of, among other things, household health, sports and recreation expenditures, pointing out that the level of these expenditures is related to other dimensions of development. As a result of our research, the authors managed to separate four clusters of European countries in terms of sports consumption and three clusters in terms of health consumption, with useful lessons for economic and social policy or profit-oriented companies considering international expansion in the health, sports and recreation markets.
JEL Classification: I12, I14, I15, M30, Z20
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The Investigation of Sustainable Values among the Students of the University of Debrecen
3-20Views:308The aim of the research was to define sustainable values among the students of the University of Debrecen. We analysed the lifestyle of two sustainable consumption groups, the LOHAS (Lifestyle of Health and Sustainability) and the LOVOS (Lifestyle of Voluntary Simplifiers). As a first step, connection points were being looked for between the LOHAS and the LOVOS segments with the assistance of the literature review. Secondly, a questionnaire-based survey was carried out involving 298 students of the University of Debrecen. In this step appearance of sustainable values was analysed using factor analysis both for LOHAS and LOVOS segments separately. Next, we made a value-based lifestyle segmentation of the students with the assistance of hierarchical analysis in the case of the LOHAS segment and k-means analysis in the case of the LOVOS segment. According to the results, four value-based segments could be distinguished in both the LOHAS and the LOVOS groups. In the case of the LOHAS consumer group, the ambitious trend followers (the cluster size was 25.1% of the asked students) reflect the characteristics of the LOHAS consumers’ lifestyle to the greatest extent. In the case of the LOVOS consumer group, the most dedicated cluster was the conscious simplifiers (the cluster size was 34.55% of the asked students). However, this segment does not entirely reflect all the values of the LOVOS consumers’ lifestyle, so further research is necessary in the future.
JEL codes: A13, Q56, D70
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Investigating the Factors of a Healthy Lifestyle Among Amateur Sportsmen
61-70Views:311Worldwide, there is a growing demand for health-conscious lifestyles and, according to Gfk’s surveys, this trend is becoming increasingly prevalent in Hungary. In this study, middle-aged hobby sportmen were asked about their attitudes towards a health-conscious lifestyle with particular emphasis on eating and consuming functional foods. This research is based on in-depth interviews with four amateur athletes on the topics above. When preparing the interviews, great emphasis was put on the spontaneous responses and reactions of the subjects. According to our results, amateur athletes who take part in a training session several times a week, pay special attention to healthy eating and the appropriate exercise activities, which are complementary to training. They eat and maintain the functional foods required for a given workout, and they have serious professional knowledge. However, their main sources of information are typically not personal consultations with professionals but information available on the Internet.
JEL Codes: I12, M31
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Analysis of University Students’ Behavior Towards Online Grocery Shopping Based on the TAM-Model
3-19Views:393These days new, alternative forms of sales such as parcel delivery, direct sales, telephone and the internet are playing an increasingly important role in commerce. Relevant literature and statistics prove the success of e-commerce at national and international levels. Our aim is to identify a segment of online sales where this performance is still modest. Online grocery shopping has not been integrated into consumer’s life so far compare to other market-leading product categories (clothing, footwear). During the secondary research, we conducted extensive literature analysis using national and international sources. In the course of primary research, a questionnaire survey was conducted as a quantitative procedure. 501 students were involved from the Faculty of Economics of the University of Debrecen in this non-representative survey, in which we sought to reach as many cultures and nations as possible. Our main goal was to answer the question of the factors behind the development of online consumer preferences in the fast moving consumer goods (FMCG) product category. For this the Technology Acceptance Model (TAM) was applied in the primary research. The Likert scale was applied to assess the students’ position on the topic. The 18 statements underlying the analysis were adapted from the researches of Radka and Martin (2018). After the reliability test, a factor analysis was made. The variables were compressed into three factors. Because of the better understanding, the exploratory factor analysis and the data reduction were separated. Principal component analysis was made on the statements belonging to each factor. Subsequently, a cluster analysis of four was conducted or four clusters for Hungarian and foreign students. The hypothesis about the attitude towards buying food online among the FMCG products is more reserved for Hungarian students than for foreign students has been proved.
JEL Classification: M31, Q13
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Advertising, Slogan and Superheroes – Persuasion Tools of Children
47-57Views:207In our research, we have examined how often children and teenagers sit down in front of television screens and come into contact with television advertisements and other sales promotion tools used by companies. We mostly placed emphasis on brand-related cartoon characters, logos and slogans used by companies. The remembering rate is shockingly high, higher than is case of their parents. We can say that well-placed cartoon characters, logos and colors play a very important role in influencing children. All of these contribute to the development of brand loyalty, which – if develops during childhood – can last an entire lifetime.
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Consumer Perception of a Healthy Nutrition – The Results of an Exploratory Study
57-66Views:728Healthy nutrition is becoming increasingly important in the age of endemic non-communicable diseases such as obesity, diabetes, high cholesterol and various cancers. Moreover, due to modern eating habits, more and more people are experiencing food allergies, sensitivity or intolerance to gluten, lactose, milk protein, soy, or egg, just to mention a few. Healthy eating as prevention has become a possible solution for these problems worldwide. Furthermore, an increasing number of people simply want to pay attention to what they consume. The primary objective of this research is to showcase the attitude of consumers in Debrecen (Hungary) towards a healthy nutrition, as well as to explore the factors that influence it. This paper also aims to reveal consumers’ views on the degree to which a healthy diet can be achieved in their daily lives. Focus group interview was chosen as the method of primary data collection, in which consumers living in Debrecen, with different behaviors towards health (health preventive and health risk) took part. The acquired results from the two groups clearly reflect how consumers with dissimilar attitudes towards healthy nutrition reach differing opinions on the same issues.
JEL Classification: I12, M31
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Changes in Food Purchasing Habits During the Covid Pandemic in Slovakia and Hungary, Focus on Southern Slovakia and Western Hungary
55-70Views:855The global pandemic of COVID-19 has led to many drastic changes worldwide, not only in the economy, but amongst others, in the structure of people’s daily routines as well. Some developments have been involuntary – as social distancing, wearing masks, restrictions on travel, etc., but for others, it has merely accelerated the adoption of behaviors already gaining traction, such as the digitalization of shopping and more. Consequences of subsequent lockdowns and their effect on the consumers’ grocery purchasing habits and their implications for food retail had been investigated in our research with a particular focus on regions of South Slovakia and West Hungary in a period ranging from November 2020 till April 2021. The constructed online questionnaire chosen for data collection aimed to identify specific ways in which consumers changed their grocery shopping behavior during the lockdown (e.g., frequency of shopping trips, time spent in stores, the aim of shopping, purchase of ingredients, online shopping). The results of the online questionnaire underlined the main regional differences between the two countries. The overall outcome of our research showed the moderate reduction in grocery shopping frequency, minor changes in shopping location and partially increase in online shopping. Our results showed that although the proportion of online purchases has increased, such a crisis does not seem to be sufficient to overcome barriers to shopping, such as the purchase of a new, unknown product. But changes that provide positive experiences are likely to last longer, particularly those driven by convenience and well-being, such as digital adoption, value-based purchasing, and increased health awareness. This provides an opportunity for companies to offer innovative, value-based, and integrated products or services to meet customer needs. Companies and retailers will need to adapt fast, understand consumers’ preferences, and stay relevant.
JEL Codes: D12, D91
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Parental Health Conciousness and Examination of Eating Preferences in Reflection of Childhood Obesity
27-38Views:497One of the 21st century’s well-known megatrend is the healthy lifestyle and eating which is the basis of this research. We have already known some aspects of this topic, but the parental health consciousness and the examination of eating preferences is not as well known as it has to be, so this makes this study relevant. The goal of this exploratory research was to get to know more about the parental health consciousness, their eating preferences and attitudes, so Hungarian parents were asked who have children under 14 years old to tell more about their habits and lifestyle. In the primer research an online questionnaire was used which reaches 206 people so we could make some consequences about the lifestyle and the preferences of the families in Hungary. The main parts of this research were: the importance of health and the healthy lifestyle, the form of the parental research about the topic, which sources they find the most relevant and authentic, the parental eating habits, family health, the responsibility of the parents. During the statistical analysis some segments of people could be separated whose different attitudes and preferences were shown very clearly. It reveals of the results for example that the groups have different eating habits and researching systems.
JEL Codes: I12, M31
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The Marketing Communication Opportunities of the Probiotic Yoghurt
103-107Views:29The probiotic yoghurt is a product category, representing added value, which can be assigned into the functional food product category. During the research, We collected primer informations about the consumer attitudes and customer habits in connection with these products. During the survey a national, 1000 people repesentative customer were interviewed in July 2013, among 18-75 year-old population. Two focus group interviews were also conducted. Based on the obtained results, conclusions were drawn about the effective and appropriate marketing communications strategy for the development of consumer groups. Surveys have shown that there is a need of probiotic yogurt in the market, consumers demand and are looking for these products. However, you should keep in mind the differentiated communication directed toward different groups of consumers.
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Consumption patterns and trends in pork meat and pork products
81-97Views:163In connection of the trend towards health and environmental consciousness, consumption habits are changing, especially for meat products. Health, moral and ethical concerns about the consumption of meat products have brought pork and its products back into focus, and as has been the case in the past, highlight their 'unhealthiness'. The aim of this paper is to summarise current pork consumption patterns, describe the factors influencing them and provide direction through an analysis of domestic and international trends. Through an analysis of consumption statistics, we will show how pork consumption has changed in recent years in different European countries and in Hungary. In addition to consumption data, we will also look at the purchasing patterns that shape the consumption, the evolution of online, offline purchasing, and the trends that most influence the product chain. In addition to the analysis of household consumption will be presented and the main target groups for pork consumption will be identified. The characteristics of the marketing mix for pork are then identified, i.e. the typical product categories, branding, the threat of substitutes, price relations at national and international level, and finally the typical distribution channels are also analysed. After the analysis, our study has found that pork is a tasty meat that can be prepared in a variety of ways and is an essential ingredient in European and Hungarian cuisine. Changes in consumer habits have had a significant impact on the consumption of pork, both from an environmental point of view, ethical considerations, animal welfare issues, health consciousness trends and even religious requirements.
JEL Code: M31 -
The Effect of Product Information on the Consumer Behaviour in the Course of Food Purchase
73-83Views:148This study investigates the course of the consumer’s information progression in order to underlie further quantitative and qualitative researches. This survey reviews the whole process of the information progression through which the consumer can decide which product to choose. The optimal consumption structure is configured by different principles and effects, and on the other hand every consumer is influenced by a diversity of information during the decision making process and the usage as well. The process of how individuals elaborate this information depends on numerous factors. The demographic and personality factors, qualification and profession, extant knowledge, the motivation for looking for information are very important as well as the evaluation of data. The cognitive, conative and emotive attitudes play an important role in the different stages of the information processes. The diverse information sources have a different effect on the consumer, too. The effectiveness of the information transfer is influenced by the consciousness of the consumer and how voluntarily they want to optimize their decision. In this process the extent to which they are concerned (for example a disease or prevention) plays a remarkable role. An important function of the stakeholders is to support the consumer’s decision with incomplex, laconic and authentic information. Without this the intended communication may generate a contradictory effect, however too much information may lead to rejection.
JEL codes: M31, P36
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Bread and Baked Goods Consumption Habits in the Gluten Free Diet
77-89Views:269Celiac disease is a genetic autoimmune disorder which is the result of an immune system response to the ingestion of gluten in susceptible persons. Gluten is a generalised term that describes the storage proteins found in the common cereal grains: wheat, rye, barley and their derivatives. This disease is permanent and damage to the small intestine always occurs when gluten is consumed, regardless of whether symptoms are present or not. Celiac disease affects about 1 in 100 individuals worldwide. In Hungary 1-2 percent of the population is affected. The only treatment for people with celiac disease is lifelong adherence to a gluten-free diet. On a gluten-free diet, wheat, rye, barley and any foods or ingredients derived from them must be removed from the diet. Bread is basic and frequently consumed food made from wheat. Bread and salty and sweet baked goods are an essential part of the Hungarian eating habits. The market of gluten-free foods is continuously increasing worldwide. Among the reasons behind this trend the increasing number of diagnosed persons, their family members (with whom they eat together), healthy lifestyle and fashion lifestyle have to be pointed out. Several gluten-free bread and baked goods brands are available on the Hungarian market. The ingredients, texture, colour, softness of the available breads and baked goods are rather different. There is a big choice of gluten-free flour mixtures on the Hungarian market, as well. The compositions of these mixtures are also rather different. The aim of our empirical research was to investigate the gluten free bread and baked goods consumption habits of people following gluten-free diet.
JEL codes: I12, M31
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Organic Production as a Key for Sustainable Development in Wine Industry in the Czech Republic
37-46Views:64The paper describes the environment sector of organic winery in the Czech Republic and finds opportunities for Czech winegrowers to sustain the industry and contribute to its future development. Organic viticulture has changed dramatically. Organically farmed vineyards formed 4.9% share of the total area of vineyards in the Czech Republic in 2011and 6.1% in 2012. Czech organic wines have much to offer to consumers. They have received many prestigious awards at international competitions; however the foreknowledge of customers about such wines is very low as these are drunk mostly by regular consumers. That is why a change should be made. The popularity of organic wine is expected to grow mainly in the foreign markets. Although the Czech organic wines have already found their consumers, the need for additional marketing activities that will result in expansion of its portfolio of consumers, are required.
JEL codes: M1, M11, M 13, M14
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Chocolate Consumption Habits of Hungarian Women and Their Consumer Behaviour Regarding Sugar-free Chocolate
3-20Views:200In 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 -
Public Beliefs and Misconceptions in Macro-Nutrient Related Diets Among TikTok Users
29-37Views:193Nowadays, non-communicable diet-related diseases which risk could be greatly reduced by a good lifestyle are becoming increasingly important. One important component of which, nutrition, is the subject of the current research. At present in Hungary the most popular diets are based on carbohydrate and fat intake. Their spread and appearance in social media allowed for a netnographic study, the main purpose of which was to identify what misconceptions or misinformation live in the public consciousness about the topic. I hope that the conclusions drawn from the results obtained can contribute future research and help resolving dilemmas about nutrition, so that consumers can adopt the lifestyle that best suits them, thereby increasing the number of years spent in good health.
JEL Codes: I18, M30, M39