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Investigation of Active Sport Consumption around the Students of Faculty of Economics, University of Debrecen
57-65Views:183Physical activity and maintaining health are becoming increasingly important to people around the world today. The growth of physical activity in the last ten years can be detected both at the domestic and European Union level. People today spend more and more time on active and passive sports activities. This is especially true for the younger generation, who are increasingly engaging in active physical activity in their spare time, with the main goals of maintaining and maintaining health, achieving a balanced lifestyle, developing well-being and relieving stress. To achieve all this, in addition to physical activity, increased attention must be paid to nutrition as well. During our research, we examined the active sports consumption habits of university students. Various statistical methods were used to process the data, such as mean, median, mode, standard deviation, distribution, Chi2 independence test, principal component analysis, factor analysis, and variance analysis. It can be stated that it is important for students to maintain their physical health. An active, health-conscious lifestyle plays a significant role in maintaining physical and mental health, which was supported by our results.
JEL-Codes: I10, I12, I19 -
The Characteristics of the LOHAS Segment, the Consumer Group which is Devoted to Sustainable Consumption
3-9Views:304Sustainable 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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Analysis of the Values of Sustainable Development and the Health Conscious Lifestyle Among Secondary School Students
41-62Views:188Health, together with the social- and natural environment has become the most important and core value recently. The current research would like to explore the presence of sustainable development related values and the elements of health consciousness among the consumption behaviour of secondary school students. The aim of the first part is to provide an overview of conscious consumption, sustainable development and the literal researches connected to this particular generation. In the second part of the work, we present the results of a research made between April 2015 and 2016 involving 1 002 students of 13 institutions. During the selection, we kept in mind to choose institutions of all different profiles (human, sport, art, general) and different types (grammar school, vocational high school, technical school). During creating the questionnaire, the basis of the questions and statements since was the consumption trends that can be found in the literature sources as well. We analysed the data with the help of frequency indicators together with factor- and cluster analyses. During the primary examinations, we identified five factors that were created along with the values of the following behaviours: trend-following individualistic, health- and environmental conscious, authentic patriot, altruistic-ethical and business ethical. With the help of them, we could name four well-divided groups after the cluster analysis, where the values of the created factors can be realised at different rates. The groups were the Trend-avoiding Conscious, the Responsibility-blamers, the Passive “freshmen” and the Conscious individualists. The first group can be related to the trends of voluntary simplicity, whereas the fourth segment shows a strong similarity to the values of the LOHAS consumer group. These groups – and their different socio-demographic features – raise the attention to the fact that knowledge, messages and examples-to-follow are worth conveying with a differentiated marketing communicational strategy. This secondary school generation undertakes their connection to the particular sustainable and health conscious values, and – at least in a theoretical field – the majority of the students admit their responsibility in shaping the environment and their own health. In the case of conscious consumption, the peculiarities of this generation (digital, “Always on” generation) demand a quite new communicational approach in transporting messages and possibilities of act.
JEL codes: A13, D70, I12, Q56
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Specific Features of Health Awareness for 11-17-Year-Old Hungarian Students After the Millennium Based on Hbsc Research Data – Literature Review
33-44Views:674The aim of this study is to present the health behaviour of 11-17-year-old Hungarian students. In connection with this topic we analyzed international and Hungarian articles based on primer researches and the results of a Hungarian survey as part of an international research, namely „The Health Behaviour in School-aged Children” (HBSC). The aim of the research is to monitor health related habits and health status of 11-17-year-old students, to track temporal and international trends of survey results, and to explore factors influencing health indicators. In this study we present the results of health promoting (nutrition, physical activity) and health compromising behaviours (smoking, alcohol consumption) and their characteristic changes based on five recent surveys (2002, 2006, 2010, 2014, 2018). During this study, we made a document analysis based on the previous Hungarian research results. The results showed a prosperous scheme, which predicts a slow but steady positive change, however there is still a long way to go. The biggest problem in the way of life of these children is the lack of conscious behaviour. Most of these children are not aware of the consequences of their lifestyle on their health.
JEL Codes: I12 -
Sports Activity vs. Consumption of Dietary Supplements
35-48Views:666Previous research on consumption of dietary supplements and consumer motivations has shown that there are different motivations behind their widespread consumption in recreational and competitive sports. This research examined the consumption of the main nutritional supplements, the relationship between different forms of sports and dietary supplement consumption, as well as their relationship with age. The questionnaire survey was conducted by telephone among those who mainly exercised recreational sports activities and a total of 236 valid responses were obtained. The sample is gender-balanced and overrepresents younger segments by age groups. The majority of recreational athletes interviewed in the research are among the potentially stable consumers. Only 10% does not consume and does not plan to use supplements. The interview recorded the main types of supplements (vitamins and minerals; amino acids, proteins; essential fats, etc.) as well as the preferred forms of sports (device-free and device-intensive aerobics and cardio; fitness and team sports). As for the purpose of consuming dietary supplements it can be said that the main motivator is the preservation of health, followed by the improvement of physical well-being, cartilage protection, muscle gain, and then performance enhancement. Among other things, the research revealed differences in consumption motivations for dietary supplements by age group, the relationship between sports type and dietary supplement consumption. Health preservation as motivation spans different age categories, however, cartilage protection and improvement of physical well-being are more typical for the 25+ and 35+ age groups, while supplements consumed to increase muscle mass and performance shift to the younger side of the sample. Different patterns appear for each type of sport, only the outstanding rate of consumption of vitamin preparations is the same. Device-free aerobic and cardio 91%, device-intensive aerobic and cardio 88% and fitness sports 85% are the proportions of people who often consume vitamin preparations several times a day, once a day or several times a week. The results suggest that the primary driver of the use of dietary supplements is the preservation of health, but product knowledge is an important consideration, as excessive intake of these supplements can even lead to damage to health.
JEL Codes: I12, M31, Z2 -
Examination of the Young Athletes’ Eating Habits
79-88Views:533Nowadays, movement and maintaining health are becoming more and more prominent in both public life and the scientific world. In connection with this, we can meet many scientific developments and new recommendations. In the present research, we examined young athletes, primarily in terms of their eating habits, as the compilation of a proper diet contributes greatly to the ability of athletes to achieve the best possible results. The aim of the secondary search was to get acquainted with the young athletes’ health-consciousness behavior and eating habits. The primary search consisted of an online-, and paper based questionnaire as well. As far as data analysis is concerned, we only considered data given by the targeted segment of the respondents, which falls between the age of 15 and 35. For statistical analysis we used descriptive statistics and crosstabs procedure. The results revealed that the majority of the athletes eat 3-5 times a day both in preparation and competiton period. Furthermore, the overwhelming majority of athletes find conscious eating important, however, they did not find either the consumption of different health protecive or disease preventive food important. They also do not follow the latest trends in connection with sportfood.
JEL Classification: M31, H12, Z2
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The Size and Characteristics of the LOHAS Segment in Hungary
11-30Views:543Until 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.