期刊
SUSTAINABILITY
卷 11, 期 21, 页码 -出版社
MDPI
DOI: 10.3390/su11216075
关键词
organic consumer market; emotional factors; health consciousness; consumers' trust; labeling system; consumer behavior; bio food
资金
- Szent Istvan University (SZIU) Climate Change Research Centre
- Doctoral School of Management and Business Administration at SZIU
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.
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