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• Opportunities and Obstacles in the Healthy Food Consumption Area

  65-76

  Nikolett Mihály

  Ramóna Rónai

  Nándor Komáromi

  József Lehota

  Views:

  247

  The issue of healthy food consumption is an extremely hot topic in today’s fast-paced world. One of today’s ruler trends are the health awareness and health market expansion. The role of the health of consumers is appreciated. People spend more and more to preserve their health. The consequence of conscious consumption is that individuals can keep their physical and mental activity for a longer time remaining their life and accordingly they can be involved in the economic growth. Our central hypotheses were that the financial situation, the level of consciousness and „identity” have a decisive influence on women who assume a healthy eating habit in Hungary. We also presumed a link between health consciousness and financial attitudes, as well as a positive relationship between health consciousness and behavioral intent and normative beliefs. Our results confirm: the income status and the degree of awareness mostly influence the existence of a healthy diet.

  JEL codes: E21, H31, H51

• Investigation into Online Customer Behaviour and Opportunities of the Food Shopping among Hungarian and American Online Consumers

  31-43

  Katalin Tari

  Views:

  445

  Nowadays, it is so much easier to interact with each other (two-way communication) from all over the world as never before. This possibility has only been available for a few people – for the military at first – but after some decades, it became accessible to everyone. Online customer demand increased a lot, for example by the big boom of Web 2.0. by Mark Zuckerberg’s Facebook and by the introduction of Steve Jobs’ iPad. This topic is of interest, because companies from all over the world would like to find the most effective and cheapest methods to reach and keep their online consumers (worldwide). Therefore, they need to discover more about their consumers’ behaviour without generating high expenditure. This article focuses on the behavioural analysis of the online consumer (non-representative) population between Hungary and the USA. The background for my research consists of the awareness of the contents of e-markets. The analysed questionnaire was given out online (N=932) and people with high incomes (outliers) were excluded. Before the analysis of the database, I presumed that the consumers have a focus on online selling products and/or services. In this research we will examine the differences and identities of the behaviour of Hungarian and American customers based on online purchases. I have used Factorial ANOVA to analyse my database and found answers to my research questions about the most popular online goods and/or services. Furthermore, the differences and similarities of the behaviour between American and Hungarian consumers have been examined.

  JEL code: E70

• Examining of Fruit and Vegetable Consumption Among the Hungarian Consumers

  79-89

  Imola Szabó

  József Lehota

  Views:

  347

  The importance of fruit and vegetable consumption is emphasized by promotions, recommendations, and domestic and foreign researches. According to the results of Hungarian research, consumers with high education and high income are the fastest to commit to a healthy lifestyle (of which regular consumption of fruit and vegetables is an integral part). The present study examines fruit and vegetable consumption through focus group interviews examining two distinct segments; full-time undergraduate students as well as full-time adults. The reason for choosing the two segments was based on the literature, according to which lifestyle research shows that the supportive family financial background of students helps to make this segment more health-conscious, while full-time adults with higher education and income are also more health-conscious consumers. Based on the results of interviews with six groups – three with students and three with full-time adults – it can be stated that among the participants the reasons for consuming fruit and vegetables are health awareness, and in many cases the family pattern is a determining, moreover important aspect that vegetables and fruits are very much loved. However, despite their commitment to a healthy lifestyle and fruit and vegetable, most of them have never heard of fruit and vegetable promotions. As a result of the focus group research, it can also be observed that income is a determining factor, especially in the face of rising prices. In addition to consumption patterns, the research also addressed the issue of branding, the results of which suggest that geographical indications are still more important than the creation of a stand-alone brand name.

  JEL Classification: I12, P46