1. Consumer Perception of Corporate Social Responsibility

Kovács, Ildikó – Lehota, József – Komáromi, Nándor

Several studies have drawn attention to the importance of and the impact on consumer behavior of the corporate efforts in order to promote sustainable consumption in the last decades. The concept and framework of sustainable consumption appear at global, European and national levels. Several studies have examined the possible design and modeling opportunities for sustainable societies. The socially responsible operation of companies and their efforts for sustainable consumption can be the driving force behind social changes. In our study, we examined the consumer’s perception of social responsibility of companies on based on a national representative sample of 1,038 respondents over 15 years of age. In our analysis, opinions and attitudes related to sustainable development are presented, followed by the characterization of the groups that can be separated on the basis of the monitoring of sustainable corporate activities. The research shows that only a minority the consumers do not believe that consumers could make to sustainable development through their decisions. In contrast, nearly a third of domestic consumers is neutral or attaches importance to the efforts of companies for sustainable development, which is average by European standards. The company moves which lead to better opinions of domestic consumers, or which may lead to the rejection of shopping are introduced. Four groups of consumers are separated according to the monitoring of sustainable business activities.

DOI: 10.20494/TM/2/2/1

The Hungarian Journal of Nutrition Marketing. 2015. 2 (2) 3-14.

Download:  01_Kovács et al._A vállalatok társadalmi felelősségvállalásának fogyasztói megítélése

2. Awareness and Effect of CSR on Consumer Decisions

Csapóné Riskó, Tünde – Péntek, Ádám – Wiwczaroski, Troy

Corporate social responsibility (CSR) is a common topic, both at national and international levels. Profit maximisation is essential for companies, but they should not forget the social and environmental impacts of their activities. The question of sustainability is also a common topic requiring examination. The future of the Earth, our natural resources and the generations that will come after us also impact on the responsibilities of companies. For many companies, this kind of responsibility is natural and they take such CSR and sustainable steps that are worth following. From modern society, there is a high expectation and even strong pressure on companies to conduct responsible business practice. The number of responsible companies is increasing due to this pressure. What do we mean by CSR? What sorts of activities and steps are covered by CSR? What are the motivators of the CSR strategies, CSR activities of companies? What are their reasons? Many researchers investigate the motivators of CSR. From them, opinion on the company, image of the company, “consumers will prefer us”, are among the most frequent ones. However, are the CSR actions of companies appreciated by consumers? The results of many researchers demonstrate that they are not appreciated. In general, responsible business practise is a high expectation from consumers, but when purchasing a product, this aspect is one of the least important factors. The aim of this paper is to collect some of the most relevant research findings on CSR, to introduce the informedness of Hungarian respondents on CSR in general, to find out the main influencing factors of their purchasing decisions, and also find correlations between the received results and the demographic variables based on our primary research. Our results support the present practice in terms of the definition of CSR. Almost all the listed alternatives are strongly associated with CSR by the respondents. The highest average received for the “creating workplaces, employment” alternative indicates the importance of this activity. Regarding the different factors influencing purchasing decision, our results underline the importance of price and price value ratio. This research finding is in line with other research findings, which shows that CSR actions of companies, responsible business practice is not the number one influencing factor of actual consumer decision.

DOI: 10.20494/TM/2/2/2

The Hungarian Journal of Nutrition Marketing. 2015. 2 (2) 15-27.

Download:  02_Csapóné Riskó et al._A CSR ismertsége és megjelenése a fogyasztói döntésekben

3. Affinity for Consumer Resistance Among Hungarian Consumers

Jakopánecz, Eszter

The causes of the loss of market results go beyond the realities of intense and noisy competition. The rejecting attitude and resistant behaviour of consumers can exert pressure on the companies’ business processes – several market examples draw attention to the weight of those consequences. To find out the appropriate way to handle this phenomenon became inevitable. The resistant behaviour of consumers exists in numerous markets and industries, among these foods are particularly concerned. There are examples for short and long term, but intense consumer indignation. Although consumer resistance is not a product- or market-specific phenomenon, it’s worth considering the issue of food, because of its embeddedness in everyday life, so market players may face easily criticism and conflict of interest. The study provides an overview of markets facing consumer resistance. The aim of the quantitative research is to find out the affinity of Hungarian consumers for consumer resistance and its various forms.

DOI: 10.20494/TM/2/2/3

The Hungarian Journal of Nutrition Marketing. 2015. 2 (2) 29-45.

Download:  03_Jakopánecz_Fogyasztói ellenállásra való affinitás a magyar fogyasztók körében

4. Advertising, Slogan and Superheroes – Persuasion Tools of Children

Barta, Bianka – Szűcs, Róbert Sándor

In our research, we have examined how often children and teenagers sit down in front of television screens and come into contact with television advertisements and other sales promotion tools used by companies. We mostly placed emphasis on brand-related cartoon characters, logos and slogans used by companies. The remembering rate is shockingly high, higher than is case of their parents. We can say that well-placed cartoon characters, logos and colors play a very important role in influencing children. All of these contribute to the development of brand loyalty, which – if develops during childhood – can last an entire lifetime.

DOI: 10.20494/TM/2/2/4

The Hungarian Journal of Nutrition Marketing. 2015. 2 (2) 47-57.

Download:  04_Barta – Szűcs_Reklámozás, szlogen és szuperhősök – A gyermekek meggyőzésének eszközei

5. Main Characteristics of Craftsman Sweets Consumption in Hajdú-Bihar Country

Karnai, Laura – Szűcs, István

Nowadays consumer trends in chocolate consumption are changing continuously. There is an increasing role of handmade ingredients, higher cocoa content, as well as chocolate is free from preservatives, additives and plant based oils. Therefore, chocolate products are healthier. The present study focuses on the consumption of craftsman chocolate in Hajdú-Bihar county. During our studies we have done primary and secondary research data and information collection. Our research is based primarily on online questionnaires and personal interviews. During the interviews we recieved 348 evaluating questionnaires. The research results show that 58.4% of the people who live in Hajdú Bihar county consume craftsman chocolate regularly. These consumers are mainly influenced by the taste and quality in their purchase. The county’s population is receptive to new ideas and is willing to spend more money on high quality products. The respondents regularly purchase and consume craftsman chocolate.

DOI: 10.20494/TM/2/2/5

The Hungarian Journal of Nutrition Marketing. 2015. 2 (2) 59-66.

Download:  05_Karnai – Szűcs_Kézműves csokoládéfogyasztás legfőbb jellemzői Hajdú-Bihar megyében