Authors:Z. Szakály, V. Szente, Zs. Polereczki, and O. Szigeti
The research aims to examine the health conscious consumer behaviour on the market of functional foods. In the survey two focus groups with 8 participants from two Hungarian cities were involved. People, whose health behaviour has changed positively in the past few years, were chosen to take part in the focus groups. The respondents connected the concept of health consciousness to the conscious way of life, nutrition and active physical exercises as well. Most of them are interested in the possibilities of healthy nutrition, they consider themselves capable of controlling their state of health, but only few of them take particular steps. The difference is caused by the lack of time and financial background, but the low level of motivations also plays a significant role. The consumers accept the presence of functional foods, which is interpreted as a long run innovation trend. They have limited information about functional ingredients; they do not know nutritional benefits and most of them are mistrustful of this product category. The organisations that are mainly responsible for information are not authentic for the consumers, but the authentic ones do not reach their stimulus threshold. Beliefs, attitudes, subjective norms do not exert enough influence on the consumers and perceived behavioural control does not reach that critical level at which these factors can motivate them to take particular steps.
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Cherrier, H. (2007): Ethical consumption practices: Co-production of shelf-expression and social recognition. Journal of ConsumerBehaviour 6, 5, 321
In the most general sense, conscious consumers gather information before shopping in order to make deliberate and sensible decisions before making a purchase. The goal of this enquiry is to determine whether it is true that Hungarian consumers are essentially conscious. An empirical approach is used to examine the randomly selected population.
The food safety problem is gaining importance not only in developed “welfare” economies, but also in former socialist countries. The article analyses the attitudes and opinions of Hungarian consumers on problems of food safety, based on a direct question survey, consisting mainly of closed questions. For the majority of Hungarian consumers the food safety issue is a top priority problem. Consumers consider the microbial and hygienic quality of food, food processing and catering as the most important threat for food safety. The elder generations and the women respondents were more worried about food safety problems. In general, respondents with lower qualification level underestimate the importance of food safety problems. In most cases there were no significant differences between the opinion of respondents with at least MSc qualification level in field of human or natural sciences, having no relation to food safety, and the opinion of specialists in food safety. Combining factor and cluster analysis, five main consumer types can be separated from each other from viewpoint of evaluation of various risk factors threatening food safety. These groups can be matched with the social status of respondents. Consumers demand a more rigid official control of food safety, even if this could increase the food price. Most of the consumers accept the modern food preservation methods.
Authors:A. Kiss, Gy. Kasza, K. Töreki, and Z. Lakner
Consumption of dietary supplements (DS) has been showing a persistent, rapidly growing tendency all over the world. A new branch has been created on the borderline of food and pharmaceutical industries. It is a general tendency that the policy and regulation towards the products of this branch are lagging far behind the practice. This is an especially important problem with adolescents. To work out an efficient regulatory framework, we have to have an adequate picture on consumer behaviour and attitudes towards these products. Based on literature analysis of two focus group interviews, we have developed a motivational model on usage of DS, which has been tasted during a direct-question survey involving more than 500 respondents. Our results have proven that the consumption of DS is proliferated among young recreational athletes. One quarter of them consumes proteins, one tenth L-carnitine at least 2–3 times a week. The most important motivational factor is the improvement of sport performance. The level of confidence in these products is considerably influenced by peers and trainers. The propensity to underestimate the potentially adverse consequences of these products is high.