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Analysis of the Food Consumer Behavior in the Online Environment: Does Digital Food Consumer Exist in Hungary?
29-38Views:365In recent years one of the major players in the market have changed radically, the consumer. They have been titled as „digitally enlightened” citizens by various researches. The main characteristics of „traditional” consumer’s behavior have been discussed previously by numerous researchers. However research on digital consumers, especially in domestic circles, is still in initial stage.
The main objective of this article is to determine the online consumer behavior trends in our country, in relation to information and shopping in particular of food. At the end of this publication we intent to answer the question asked in the title, i.e. does digital food consumer exist in this country.
In our study we used the online consumer buying behavior process as base. Each step was mapped out by using relevant and current literature analysis. Using national representative survey (N=1000) we examined in detail the food-related online information searches and the shopping opportunities in online shops.
The convenience factor – similar to the description of the literature- is the most advantageous aspect of online shopping. At online shops the other factors examined convergence occurring in the median values show the uncertainty of customers’ purchasing behavior, which results in a lack of trust in food purchases.
Overall, we can conclude that the majority of literature and research on food consumption behavior doesn’t separate properly the online consumer’ roles and most of the emphasis is on the final purchase. Based on literature research, we have attempted to differentiate the digital food consumers based on online behavior in which the basis for the subsequent researches hypothetical fives categories were distinguished. -
Levels of Behaviour Change in the Course of Body Mass Management – Food Consumption and Physical Activity
19-28Views:154Based on the secondary data, it can be stated that more than half of the Hungarian population are obese, therefore, the actuality of this topic is approved. As a result of this research, the distribution of the examined sample has been executed by the phases of the Transtheoretical model. Thus, the situation in the precontemplation phase is better concerning the transfer to more regular physical activity (one-third of the sample) than the change for food consumption considered as healthier. Similar results were received in the phase of maintenance as well: one-fourth of the sample answered that they did more regular physical activity with the minimal risk of fallback, and one-fifth of them thought that their healthier food consumption could be maintained. The fewest people are in the preparation phase of the transfer to healthier food nutrition, while in the case of more regular physical activity the rate is also lower in the phase of preparation compared to the contemplation, action and maintenance stages. A reason for that can be that the questioned see the change within one month, or they do not have the necessary determination to execute the change within such a short deadline, or to prepare themselves to the change. Considering the gender, in the first and last phases (precontemplation and maintenance) men are in greater proportion on both examined fields. In our opinion, the reason for it is that men are more determined considering their values and attitudes of their own body mass management. We think that the low number of people in the precontemplation phase is quite promising, especially in the case of more regular physical activity, since the people on the higher levels have the potential to develop healthier nutrition and physical activity, to enhance the motivation of contemplators, preparators and doers, and the support of maintainers can be a realistic step to reach the health political aims.
JEL code: Q13
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Examination of the Eating Motivations of the Hungarian Population Based on the TEMS-Model
81-93Views:187Our 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 -
Examination of consumer preferences in relation to plant-based diet
3-20Views:683Today, 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