Important Influencing and Decision Factors in Organic Food Purchasing in Hungary

Abstract

Organic farming is one of the most developed and accepted production systems from the aspect of sustainability. In this study, the Hungarian organic market was segmented on the basis of attitude-relating motivations of organic food purchasing. A descriptive statistic was used for the whole sample, and factor and cluster analysis was applied to segment the organic consumers. A sample of 247 questionnaires was processed to investigate the behavior and characteristics of Hungarian organic food consumers. Our aim was to explore the Hungarian organic consumer market from the aspect of trust in labels, we would like to find answers to the questions “Which kind of information consumers check on the product?” and “What are the main influencing factors of purchase decisions?”. According to our research, the majority of organic food consumers say that color is not as important as taste or freshness, so they do not associate the color of the product with the freshness of the product. Based on the factor analysis, four clusters could be separated that show different shopping motives and differ in their attitude towards food shopping. We named these clusters: Health-conscious, Disappointed, Safe and free food eaters, and Quality-price comparators. Based on the recognized consumer segments, different information should be communicated to consumers so that they can use it in their consumer decisions. Our research suggests that branding or product labeling is not as important to organic food consumers as we previously thought.

Values and Planned Behaviour of the Romanian Organic Food Consumer

“…The perception of quality [17], lifestyle [119] and social consciousness [120] on the other hand were found to have a significant effect on personal attitude (confirming H4a, H5a and H6a), but not on buying intention (not confirming H4b, H5b and H6b). Other studies [25,42,90,121] have found that the perception of quality, lifestyle and social consciousness of consumers significantly influence buying intention, but it was not confirmed in this study.…”

Why Not Green Marketing? Determinates of Consumers’ Intention to Green Purchase Decision in a New Developing Nation

“…To realize the antecedents of consumers' green-purchase intentions [17], it is essential for marketers, academicians, and researchers because it supports appropriate developing strategies for green products. Previously, several marketing scholars addressed consumer purchase intention on green products in the developed countries, e.g., Europe, USA, Australia, Canada [18][19][20][21][22][23][24][25][26][27][28][29][30]. Still, there is an absence of empirical research in fast-growing developing countries such as Bangladesh.…”

“…Still, there is an absence of empirical research in fast-growing developing countries such as Bangladesh. Yet, Bangladesh is in the early stages of research on environmental issues, green products, and green purchasing decisions compared to other developing countries [18][19][20][21][22][23][24][25][26][27][28][29][30]. Few studies (Hossain and Khan, 2018;Adrita, 2020) have examined the marketing mix in developing Bangladesh linked to consumer attitudes towards green marketing.…”

Sustainable Value Creation in the Food Chain: A Consumer Perspective

“…For this reason, we carried out an experimental study in Győr, Hungary, because this country is among those where consumers are starting to pay more attention to their health [34,35]. Indeed, in Hungary, alongside economic growth, the healthy diet and lifestyle are becoming increasingly important for consumers [36]. Literature reveals that health issues represent the main reason for purchasing health food and that health attributes have become as important as sensory ones, during the buying decision-making process [37].…”