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Interpretation of Health-conscious Food Consumption Behavior on the Basis of LOHAS Concept
39-46Views:276In our study, the information search behavior of sustainability committed consumer group is analyzed. Furthermore, consumer opinions about nutrition labels on food packaging are highlighted. According to the international literature, LOHAS (Lifestyle of Health and Sustainability) group is the most committed consumer segment to sustainability.
Exploration of Hungarian sustainability committed consumer groups’ opinion about food labels is supported by the closing part of a research chain which was started in 2010. This, last research was carried out in 2012, where, with the aid of quota sampling, Trend followers’ and Unconcerned’s judgment on food labels was investigated. The quota and the two mentioned groups were formed on the basis of a national representative research, which was performed in 2011. Information search behavior was evaluated according to the structure of Grunert-Wills’ information search model. In this study we focus on our research results, which connect to the last two steps (understanding, interferences and use) of the mentioned model.
Goal of this research is to investigate in a practical aspect of information search behavior of domestic sustainability committed consumer group (“Trend followers”) in connection with food labels proving health effects of foodstuffs. Four hypotheses were defined to reach our goal:
H1: Among health information on food packaging, labels stating energy value, are getting a higher influencing role in food purchasing process, where conscious consumer groups have a deeper knowledge about the objective meaning of food labels.
H2: Consumer knowledge about objective meaning of food labels is getting a highlighted role in formation of brand loyalty.
H3: Trust has an essential role in consumer acceptation of food labels, where common qualifier activity of different organizations (state, profit and nonprofit area) come into the front.
H4: Correct understanding of food labels has a positive influencing effect on acceptation of higher prices and on real use of food labels during food purchasing.
One- and multivariate analysis and cross table analysis were calculated to investigate our assumptions. In the closing part of our study, three practical recommendations are defined, which relate to follows: optimization of communication strategy of food industries, way of introduction of new food labels and need of objective guidance of consumers about food information. -
The Size and Characteristics of the LOHAS Segment in Hungary
11-30Views:542Until the 1990s, those exchange processes were in the focus of marketing in which the producers had the bargaining power in their hands. After realizing the limited sources and the natural challenges at the beginning of the twenty-first century, today marketing experts are interested in global issues like sustainable development and sustainable consumption. The aim of our research was to define the size of the Hungarian LOHAS consumer group by analysing its lifestyle based on sustainable values. This has been achieved in three steps. At first, the appearance of sustainable values was analysed using factor analysis. Secondly, we made the value-based lifestyle segmentation of the Hungarian consumers with the help of k-means analysis, and finally, with further segmentation, we estimated the size of the consumer group that is the most devoted to LOHAS values. In order to achieve the set objective, a nationwide representative questionnaire-based survey was carried out involving 1000 people in Hungary. During the value-orientated research, 25 lifestyle statements were drawn up. The 25 statements were grouped around 5 aspects which were the following: environmental consciousness, health consciousness, ethical values, authentic values and individualism. Results reveal that in the value order of Hungarian consumers, the characteristics showing in the direction of sustainability are present and they are separated in six value categories. They are individualist values, authentic values, environmental consciousness, ethical (competence) values, health consciousness and ethical (corporate) values. From among the value dimensions, authentic values, health and environmental consciousness, as well as ethical corporate behaviour are especially important to Hungarian consumers. According to our results five value-based segments could be separated which are Uninvolved elderly people (16.4%), Young trend followers (32.1%), Young environmentally conscious people (18.6%), Ethical traditionalists (22.6%) and also Disappointed pessimists (10.3%). The biggest cluster, the group of Young trend followers, reflects the characteristics of the LOHAS consumers’ lifestyle the most. Yet, this segment cannot entirely be regarded a consumer group devoted to LOHAS values. The biggest heterogeneity can be observed based on the ethical (competence) values of Young trend followers, and a further segmentation of this group was considered necessary to be able to ascertain the rate of the most devoted LOHAS consumers. The third sub-cluster that overestimates the ethical (competence) statements the most can be identified with the LOHAS consumer group. Based on the results of our research, their rate is 8.7% within the Hungarian population. Further research is necessary to find out whether the situation of value orientation in the other Eastern European countries is similar to that in Hungary, where the social and the cultural backgrounds show many similarities.
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Consumer Perception of Corporate Social Responsibility
3-14Views:131Several 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.
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The Investigation of Sustainable Values among the Students of the University of Debrecen
3-20Views:307The 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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Farmers' Markets on the University Campus
41-56Views:356Short 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 -
Analysis of the Health – Environment – Nutrition Nexus: A Review
3-24Views:779The 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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Situation Analysis of the Hungarian Beekeeping Sector (Production, Trade)
21-34Views:422From year to year, the global production of honey is continuously growing, but the honey producers and other stakeholders around the world and in Europe face similar processes and difficulties that are destroying the honey market. It would be necessary to reduce counterfeiting, improve the bee health situation, operate a comprehensive database and monitoring system, and provide extensive support to beekeepers. In order to ensure the sustainability of the beekeeping sector, it is necessary to develop and apply good agricultural practices, and in order to preserve biodiversity, related rural development programs and measures are needed. If the sector stabilizes (in Hungary, in EU-28 and worldwide), the long-term sustainability of beekeeping can be achieved; its ecological significance can be protected, and the rural retention role of the countryside may be strengthened in honey-producing countries. The aim of the study is to map the EU and Hungary honey production and trade with the help of relevant literature and statistics, and to present the current situation, difficulties and challenges of the honey market. After analyzing the market situation and sectoral processes, a SWOT matrix has been created including the strengths, weaknesses, opportunities and threats of the beekeeping sector. Then we made recommendations to improve the current situation in the beekeeping sector.
JEL Code: M31 -
Awareness and Effect of CSR on Consumer Decisions
15-27Views:216Corporate social responsibility (CSR) is a common topic, both at national and international levels. Profit maximisation is essential for companies, but they should not forget the social and environmental impacts of their activities. The question of sustainability is also a common topic requiring examination. The future of the Earth, our natural resources and the generations that will come after us also impact on the responsibilities of companies. For many companies, this kind of responsibility is natural and they take such CSR and sustainable steps that are worth following. From modern society, there is a high expectation and even strong pressure on companies to conduct responsible business practice. The number of responsible companies is increasing due to this pressure. What do we mean by CSR? What sorts of activities and steps are covered by CSR? What are the motivators of the CSR strategies, CSR activities of companies? What are their reasons? Many researchers investigate the motivators of CSR. From them, opinion on the company, image of the company, “consumers will prefer us”, are among the most frequent ones. However, are the CSR actions of companies appreciated by consumers? The results of many researchers demonstrate that they are not appreciated. In general, responsible business practise is a high expectation from consumers, but when purchasing a product, this aspect is one of the least important factors. The aim of this paper is to collect some of the most relevant research findings on CSR, to introduce the informedness of Hungarian respondents on CSR in general, to find out the main influencing factors of their purchasing decisions, and also find correlations between the received results and the demographic variables based on our primary research. Our results support the present practice in terms of the definition of CSR. Almost all the listed alternatives are strongly associated with CSR by the respondents. The highest average received for the “creating workplaces, employment” alternative indicates the importance of this activity. Regarding the different factors influencing purchasing decision, our results underline the importance of price and price value ratio. This research finding is in line with other research findings, which shows that CSR actions of companies, responsible business practice is not the number one influencing factor of actual consumer decision.