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• Consumer Perception of Corporate Social Responsibility

  3-14

  Ildikó Kovács

  József Lehota

  Nándor Komáromi

  Views:

  131

  Several studies have drawn attention to the importance of and the impact on consumer behavior of the corporate efforts in order to promote sustainable consumption in the last decades. The concept and framework of sustainable consumption appear at global, European and national levels. Several studies have examined the possible design and modeling opportunities for sustainable societies. The socially responsible operation of companies and their efforts for sustainable consumption can be the driving force behind social changes. In our study, we examined the consumer’s perception of social responsibility of companies on based on a national representative sample of 1,038 respondents over 15 years of age. In our analysis, opinions and attitudes related to sustainable development are presented, followed by the characterization of the groups that can be separated on the basis of the monitoring of sustainable corporate activities. The research shows that only a minority the consumers do not believe that consumers could make to sustainable development through their decisions. In contrast, nearly a third of domestic consumers is neutral or attaches importance to the efforts of companies for sustainable development, which is average by European standards. The company moves which lead to better opinions of domestic consumers, or which may lead to the rejection of shopping are introduced. Four groups of consumers are separated according to the monitoring of sustainable business activities.

• Drivers of Local Food Product Consumption among Young Consumers

  21-39

  Judit Beke Lisányi

  Marietta Balázsné Lendvai

  Views:

  295

  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

• Sports Activity vs. Consumption of Dietary Supplements

  35-48

  Fanny Liska

  Views:

  659

  Previous research on consumption of dietary supplements and consumer motivations has shown that there are different motivations behind their widespread consumption in recreational and competitive sports. This research examined the consumption of the main nutritional supplements, the relationship between different forms of sports and dietary supplement consumption, as well as their relationship with age.  The questionnaire survey was conducted by telephone among those who mainly exercised recreational sports activities and a total of 236 valid responses were obtained. The sample is gender-balanced and overrepresents younger segments by age groups. The majority of recreational athletes interviewed in the research are among the potentially stable consumers. Only 10% does not consume and does not plan to use supplements. The interview recorded the main types of supplements (vitamins and minerals; amino acids, proteins; essential fats, etc.) as well as the preferred forms of sports (device-free and device-intensive aerobics and cardio; fitness and team sports). As for the purpose of consuming dietary supplements it can be said that the main motivator is the preservation of health, followed by the improvement of physical well-being, cartilage protection, muscle gain, and then performance enhancement. Among other things, the research revealed differences in consumption motivations for dietary supplements by age group, the relationship between sports type and dietary supplement consumption. Health preservation as motivation spans different age categories, however, cartilage protection and improvement of physical well-being are more typical for the 25+ and 35+ age groups, while supplements consumed to increase muscle mass and performance shift to the younger side of the sample.  Different patterns appear for each type of sport, only the outstanding rate of consumption of vitamin preparations is the same. Device-free aerobic and cardio 91%, device-intensive aerobic and cardio 88% and fitness sports 85% are the proportions of people who often consume vitamin preparations several times a day, once a day or several times a week. The results suggest that the primary driver of the use of dietary supplements is the preservation of health, but product knowledge is an important consideration, as excessive intake of these supplements can even lead to damage to health.
  
  JEL Codes: I12, M31, Z2