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The Size and Characteristics of the LOHAS Segment in Hungary
11-30Views:589Until 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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Impact of Personal Values on the Change of Health Behaviour and the Conscious Food Purchase
57-71Views:245Major aim of the examination is to reveal relationships between personal values, the switch to the health conscious nutrition method, and the food consumer behaviour based on the value list by Kahle (LOV). In order to attain this goal a nationwide representative survey was conducted in Hungary with the participation of 1000 persons. According to the results the most important value for the population is safety that is followed by the need for fun and enjoyment in life. During the analysis of the value list a factor structure – different from the standard – was revealed that formed the base of the segmentation. Four consumer segments were identified, the Value oriented, the Moderately value driven, the Safety seeker, and the Disappointed segments.
The Value oriented segment can be considered as the primary target group of health protecting foods as members of this group moved to the direction of more health conscious consumption and in parallel of more health conscious food purchase to the greatest extent (18.5%). The second group showing significant changes is the Safety seekers that suggests that the extent of the value orientation significantly affects the behavior, i.e. food purchase and food consumption independently of its content. The value content provides information to the development of the content elements of the marketing strategy and the marketing message for the producers of health protecting foods. -
International Market Segmentation of European Countries Based on Sports and Health Consumption
33-49Views:265Differences in development of European countries can be seen in many areas. Differences in household expenditure, income inequality and life expectancy have already been revealed by a number of previous studies. However, relatively little attention has been paid to the international variations in household health, sports and recreation spending. In our research, therefore, European countries were segmented on the basis of, among other things, household health, sports and recreation expenditures, pointing out that the level of these expenditures is related to other dimensions of development. As a result of our research, the authors managed to separate four clusters of European countries in terms of sports consumption and three clusters in terms of health consumption, with useful lessons for economic and social policy or profit-oriented companies considering international expansion in the health, sports and recreation markets.
JEL Classification: I12, I14, I15, M30, Z20
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The Characteristics of the LOHAS Segment, the Consumer Group which is Devoted to Sustainable Consumption
3-9Views:344Sustainable consumption is a megatrend influencing consumer habits today. Our research was carried out to find out information – with the help of international and national literature – about the general and differentiating characteristics and the size of the consumer group devoted to sustainable consumption. Our aim was also to sum up the economic importance of the segment. This “new type” of consumer-buyer group is called LOHAS (Lifestyle of Health and Sustainability) by professionals. An important feature of the segment is that they consider all the three pillars of sustainable development (economic, social and ecological) in their shopping decisions. LOHAS consumers live their life health-consciously. Their devotion to sustainability is reflected in purchasing environmental-friendly, socially responsible products. Besides this, it can also be claimed about them that they are early adopters and they are able to influence the opinion of their friends and family. They are less price-sensitive, and they are characteristically brand-loyal. These characteristics make them the attractive target of a lot of marketing activities. It is hard to describe the LOHAS lifestyle only with demographic features since their devotion to sustainable consumption is determined by mostly personal values and the individual’s value order. LOHAS lifestyle has five, well defined value categories that direct the individuals’ behavior. They are authentic values, health-conscious values, ethic values, individualist values and environmental-conscious values. The LOHAS group is also characterized by such a hybrid lifestyle in which different characteristics merge with each other. The LOHAS “phenomenon” is mostly characteristic of the western world, but it is becoming widespread in the Asian region’s consumer society. In the developed countries the size of the group may reach 25%. For today the approach and value order characterizing the LOHAS consumer’s lifestyle have appeared within the Hungarian population as well. Hungarian researchers estimate the size of this group different – between 4 and 30% – depending on the values expected during segmentation. The LOHAS trend influences all the branches of economy calling companies for innovation that meets the needs of the consumers who prefer hybrid lifestyle, and for environmental and social responsibility. However, the strongest influence appears in the food industry. It is worth mentioning that some members of the tertiary sector have also realized the opportunities lying behind them. Besides the economic importance of the LOHAS consumer group, it is important to mention that their inner values and views envisage a healthier society and a cleaner and more livable environment.
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The Investigation of Sustainable Values among the Students of the University of Debrecen
3-20Views:351The 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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Health or Taste? Consumer Dilemmas with Functional Foods – Literature Review
17-29Views:354The current study of our two-part paper series is dealing with one of the most important attitude influences on functional food consumer behaviour. Namely, it focuses on “health effects vs. taste” attitude factor of functional food products, which describes the possible conflict between a pleasant taste and the health benefit of the product. This factor is analysed on the basis of two aspects of factors influencing food choice: internal (food) effects (e.g. sensory aspects) and external (non-food) effects (e.g. psychological, social, cultural factors). The most important internal (or intrinsic) characteristic is the taste of the food product. A remarkable finding of this study is that good taste is a crucial, self-relevant characteristic of any food product and bad taste would not be accepted in functional food products either. Consumers are hardly willing to compromise on the taste of functional food products for potential health benefits. Another aspect in the case of functional food products is that intrinsic product characteristics are given by the combination of the health-enhancing ingredient with the type of carrier product used. Studies have shown that functional ingredients that weaken the taste of such food products reduce their acceptance. There is a consensus in the literature that a natural match between added ingredient and carrier product increases the overall acceptance of functional food products. External (or extrinsic) characteristics, e.g. psychological and lifestyle factors, and socio-cultural differences provide further aspects of the potential conflict of “health effects vs. taste”. From a psychological point of view, one may assume that an individual who chooses a functional food is committed to the products’ benefits and may be willing to accept some unpleasant taste in order to achieve the desired health benefit. It has to be noted, however, that although the importance of a given health benefit may lead to the acceptance of an unpleasant taste, this acceptance is not necessarily supported by each of the health benefits. Lifestyle variables also influence the acceptance of functional foods, e.g. wellness-oriented consumers appear to be more willing to trade the taste for health benefits. However, the segment of consumers who are ready to sacrifice the taste for potential health benefits cannot be identified by using classical demographic characteristics as segmentation variables. The “health effects vs. taste” conflict is influenced by cultural differences, too. E.g. the priority of taste can be observed in whole Europe; in contrast, the preference for nutritional benefits is rather typical in the Asian countries. The final conclusion of our study is similar to that of the literature. Good taste and healthiness are not necessarily to be traded-off against each other. Hoping for consumer willingness to compromise on the taste for health is highly speculative and risky, so the functional food industry must develop good taste solutions. In addition to sensory perception of the food, the expectations have also been found to have an impact on the acceptance of functional food products. Consumers’ expectations are highly influenced by marketing communications. In case of functional food products marketing communication is strongly based on health-related information and this information influences not only the perception of healthiness but the liking of foods, too. Hence, additional values of functional food products (health+convenience+pleasure) have to be communicated as hedonic values, emphasizing especially the role of pleasure.
JEL codes: D11, M31