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A Netnographic Study of Health-Conscious Food Consumption in the Digital Era
19-38Views:756Health-conscious lifestyles and the consumption of foods which are considered healthy are becoming increasingly important globally and domestically. Thanks to digitisation, the consumer has a wide range of new and innovative ways to obtain useful information. Social media and its elements have reformed access to information over the past decade. The main objective of our research was to assess the impact of digitisation on healthy food consumption. In this article, we analysed particular social media platforms (Facebook, Instagram and Youtube) with a netnographic observation and examined the role of influencers in health-conscious food consumption. During secondary research, we clarified basic definitions and analysed recent and near-term trends. In the primary research, the netnographic survey was conducted in two sessions (September and October 2018 and December 2019). The aim was to broaden the research while comparing the results of the two observation sessions. Only Hungarian language sites were used for our observations. We analysed the Facebook pages and groups related to healthy eating. For the terms related to the topic under study (e.g., “healthy lifestyle” and “conscious eating”), we identified the same pages in most cases. So a given page has appeared for more than one search term. The creators of the groups typically include 4-5 keywords in the title at a time. We have analysed the number of hashtags with and without accents associated with health-conscious, free-from and plant-based nutrition. The majority of the analysed hashtags showed a tendency for their accented variants to grow more than non-accented ones in the past year. In addition, we systematized the Hungarian influencers with Youtube channel in the research topic. Based on the results, it can be stated that relatively few influencers operate a channel with a higher number of subscribers in the fields of healthy eating and healthy lifestyle. To sum up, the mention of healthy lifestyle in social media is complex and it is not tightened to health-conscious food consumption.
JEL Classification: M31
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Qualitative Investigation of Salt and Sugar Free Nutrition in the Canned Vegetable Market
71-82Views:329“Free from” products as important components of a health-conscious diet are prevalent on store shelves. Our research is based on the analysis of the market situation and introduction possibilities of a potential canned vegetable that can even satisfy the needs of consumers for salt and sugar free meals. Secondary data and information collection provided the basis for further research. In the primary research, we used three qualitative methods, which were netnographic examination, expert interview, and focus group research. In the course of netnography, we examined consumer needs for salt and sugar free canned food on the Internet, mainly on social media, based on pre-collected keywords. The interview with an expert in the canning industry focused on the specificity of canned food and the position of “free from” canned food. Focus group research was composed to learn about the perceptions of university students about both canned food and their customers alike. Among other things, we have shed light on the fact that consumers associate the expression “free from” with the word health, but emphasizing “free from” nature of the product can create a sense of lack. Examining “free from” canned food, we found that young, time constrained, health-conscious consumers can be the target group. Due to the target market, we recommend promoting it on online platforms, where it would even be advisable to use educational campaigns.
JEL Codes: M31, Q13
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Qualitative Analysis of Consumers’ and Experts’ Perceptions of Energy Drinks
51-63Views:518Energy drinks are very popular products, as evidenced by their high soaring market value. However, perceptions surrounding beverages often take extreme forms, both among consumers and experts. Our research aim is to get closer to expert and consumer insights using qualitative methods. The study consisted of three main parts: the first was a netnographic study, while the authors successfully separated 3 online consumer groups. This was followed by a closer examination of each group. We interviewed four prominent representatives from three disciplines, asking about the differences between coffee and energy drinks and their effects on the body. This was followed by an examination of the consumer side through two focus group discussions of 8-8 people. Participants in one group are supporters of consuming energy drinks and in the other group are opponents of consuming energy drinks. Both conversations took place under the same conditions, based on a similar scenario, which included several questions as well as tasks that shaped projective techniques. The results of the research can be attributed to the statement that the assessment of energy drinks contains many contradictory elements, yet those interviewed during the research and the known literature sources all emphasized the importance of moderation.
JEL Classification: M31, Q13
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Public Beliefs and Misconceptions in Macro-Nutrient Related Diets Among TikTok Users
29-37Views:219Nowadays, non-communicable diet-related diseases which risk could be greatly reduced by a good lifestyle are becoming increasingly important. One important component of which, nutrition, is the subject of the current research. At present in Hungary the most popular diets are based on carbohydrate and fat intake. Their spread and appearance in social media allowed for a netnographic study, the main purpose of which was to identify what misconceptions or misinformation live in the public consciousness about the topic. I hope that the conclusions drawn from the results obtained can contribute future research and help resolving dilemmas about nutrition, so that consumers can adopt the lifestyle that best suits them, thereby increasing the number of years spent in good health.
JEL Codes: I18, M30, M39
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Are We Going Green Online Too? Consumers’ Attitude Towards Companies’ Ecomarketing Communication in Online Space
3-19Views:263Nowadays environmental protection is one of the most pressing global topics that appears in more and more corporate promotions. The expansion of the Internet and the rise of the digital world and social media have opened up new opportunities for companies to carry out green promotional activities. The purpose of the study is to examine the attitude of consumers in the online space towards the promotion of companies related to environmental protection and to propose different strategies in this regard. In this article, using netnographic research method, the comments received under the environmental protection related Facebook posts of the top 12 Hungarian FMCG (Fast-Moving Consumer Goods) companies are analyzed and users are segmented, based on their attitude and reactions. Three main groups (supporters, critics, objectives) and eight subgroups can be distinguished (idealists, humorists, interested, helpless, experienced, smartass, informants and whishers) in the case of companies' Facebook posts related to the environment. Critics can generate negative eWom, while supporters can generate positive online word of mouth for the company. Finally, regarding the treatment of different segmented groups, we formulate online and offline strategies that companies should follow. It is recommended for companies to continuously monitor and analyze online comments, since with the help of feedback they can improve their operational activities and avoid image damage caused by negative word of mouth.
JEL Codes: M31; M37; F64 -
The Relationship between Genetics-Based Personalised Nutrition and Dietary Supplement Consumption among the Hungarian Population
61-71Views:97Genetic-based personalised nutrition is a concept that adapts diets, foods and nutrients to a person's individual needs (genetic, lifestyle and environmental), of which the use of supplements can be an integral part. Personalised nutrition, as a new technology and nutritional principle, could be a good way to improve the objective health status of the population in a meaningful way. However, previous research has shown that Hungarian consumers are distrustful and uncertain about this new technology, despite its obvious benefits. My main objective is to identify the attitudes towards nutrigenomics in relation to dietary supplement consumer behaviour. My quantitative analysis was carried out on a nationally representative sample of 1000 people. In the present study, I describe the clusters of the Hungarian population based on their dietary supplement consumption behaviour. Each cluster has different opinions on who they perceive as having an advantage in the applicability of genetic-based tests and to what extent they expect consensus among experts on genetic-based tests. Clusters show characteristic differences in openness to innovation and attitudes towards genetically personalised nutrition. I complemented my results with a qualitative study, which I conducted in the form of a netnographic survey. Through content analysis on social media, I identified the most common themes and consumer reactions to personalised nutrition on social media sites. Overall, it was found that dietary supplement consumption and the adoption of genetic-based tests show synergies in the manifestation of openness to novelty, health promotion behaviours, social norms, and positive attitudes.
JEL Codes: A13, I12, P46