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• Drivers of Local Food Product Consumption among Young Consumers

  21-39

  Judit Beke Lisányi

  Marietta Balázsné Lendvai

  Ildikó Kovács

  Views:

  375

  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

• The Consumer Behavior of Volunteer Simplifiers Special Reference to Dietary Habits

  81-85

  Katalin Schäfferné Dudás

  Tímea Venczel-Szakó

  Views:

  63

  This paper introduces voluntary simplifier consumers who freely limit their consumption; freely purchase less than the average consumers. They refuse the logic of the consumer society, and choose an anticonsumer lifestyle that features environmental, social and economic sustainability. According to the international literature the concept of voluntary simplicity will be defined; the types/stages, main motives and influence factors of this frugal lifestyle will be presented. Since the inhabitants of the strictly regulated eco-villages can be regarded as voluntary simplifiers, we extended our research to eco-villages. With exploratory goal we examine two eco-villages’ webpages searching for information about their dietary habits.