The fastest improvement of the wealth and quality of life was witnessed in last decades by the humanity globally. Economic and social development, however, influenced the state and processes of the natural environment at the same time significantly. Food supply is one of the major interfaces between the society and the natural resources, as we highlight in our literature review; approximately one-third of the resource use and pollution is originated in nutritional needs. Also, health effects of western diet are remarkable. Consequently, debate on ‘healthy diet’ and ‘environmentally friendly’ food supply chain became complementary and reinforcing topics recently, at least in the scientific communication.
The Hungarian Journal of Nutrition Marketing. 2019. 6 (1) 3-24.
Download: 01_Kiss et al_Az egészség, a környezet és az étkezés kapcsolata – Szakirodalmi áttekintés
This paper aims to present the value dimensions of the protection of the domestic food market by analyzing the consumer value of the European Union geographical indications of origin (which defines certain foods as national ownership). The research covers the relationship between contemporary food policy and sociological values of consumers, including identity, credibility and culture, as well as the complexity of globalization. Although food plays a central role in maintaining human life, consumers generally know very little about where the purchased product comes from, the environmental and social costs involved, as monitoring the environmental impacts of the entire global food system is complex and a complex process. For a customer to understand what steps need to be taken to ensure the sustainability of the system and launch a change needs a huge amount of knowledge. This study applied face consciousness as a sustainability is a cultural dimension to explore the cultural impact on consumers’ decision-making styles. The paper is used empirical research multi-dimensional scaling to find out what some food products become known to domestic customers while other products do not. The results found the gap that the Hungarians are rather risk-averse customers than health conscious which does not fulfil the requirement of the long-term sustainability of the nation.
The Hungarian Journal of Nutrition Marketing. 2019. 6 (1) 25-40.
Download: 02_Miklós_A vásárlói értékek és a gyenge elköteleződések az élelmiszerpiacon
Abdalrahman, Mohammed – Lehota, József
Purpose – consumers’ buying process is affected by many variables in which branding strategy is indeed an important variable to be considered. This paper aims to evaluate the influence of three branding elements – brand name, packaging, and country of origin – on Palestinian consumers’ willingness to buy food products to understand better their buying. Methodology – The study was conducted in the Palestinian market, the sample was selected according to simple random sampling technique, and a structured questionnaire was prepared, then it was electronically distributed by using emails and social media. The questionnaire contains 35 questions depending on a balanced Fifth Likert Scale and a single-item 7-point differential semantic scale, the questions intended to determine the influence of the selected branding elements on consumers’ willingness to buy food products. The data were analysed depending on the descriptive analysis and one sample t-test. Findings – according to the results of the data analysis it was found that product features and attributes were the factors of the highest importance that influenced the consumers’ willingness to buy, while the branding elements variables came at second rank of importance. Also, the results show that the effect of three chosen branding elements on consumer willingness to buy is significant. The outcomes of this study may be advantageous for firms working in food sectors, since the Palestinian market is lacking such a scientific study and help them in creating marketing strategies to increase the sales volume of their products.
The Hungarian Journal of Nutrition Marketing. 2019. 6 (1) 41-56.
Download: 03_Abdalrahman – Lehota_The Effect of Consumer Perceived Trust and Image Toward Food Brands on Consumers’ Willingness to Buy
Jevcsák, Szintia – Sipos, Péter
Nowadays the importance of the use of pseudocereals is increasing, especially in the diet of health conscious consumers and those who follow reform diet. In our research we produced pilot products with health-beneficial properties. The main ingredients were pseudocereals, such as buckwheat, amaranth and quinoa flour, and our aim was to get more information about their possible uses in nutrition. These grains have typical (buckwheat) or bitter taste (amaranth), therefore our second aim was to survey the consumers’ opinions, which help us to determine further direction of development. In our research we produced bakery pilot products from the previously defined mixtures of different gluten free flours and natural additives, taking into account the consumer’s demands, because more and more people are looking for the opportunity to reduce the gluten intake improving their health condition. Physical and chemical parameters of pilot products were determined. Finally, we evaluated the consumers’ opinions by a sensory test and questionnaire, therefore, we got results not only about the quality of products but the consumers’ preference orders too.
The Hungarian Journal of Nutrition Marketing. 2019. 6 (1) 57-68.
Download: 04_Jevcsák – Sipos_Pszeudocereáliákból készített innovatív próbatermékek vizsgálata és fogyasztói értékelése
One of the most significant problems of developed countries is the food waste and the efficient consumption of food. The developed countries struggle with the overweight and obesity while the other part of the world fight with the starvation. Nowadays, the number of overweight people exceeds the number of hungry people. The consumer asserts that his decisions are consistent and rational. In my research (size of the sample is 918 people) I have to distinguish between the real and presumed awareness in case of food consumption. Real awareness is rooted in the knowledge and behavior of consumer which manifest in a low level of waste, while the presumed awareness exists only in the consumer belief in himself. According to my results, the food waste is significant in Hungary and the proportion of waste is related to the consumer’s income. I can state that the presumed awareness is stronger than the real awareness.
The Hungarian Journal of Nutrition Marketing. 2019. 6 (1) 69-80.
Download: 05_Szűcs_Az élelmiszerpazarlás és a fogyasztói tudatosság kapcsolata
The Traditions-Tastes-Regions (TTR) programme has more than 20 years of history, promoting and economically stimulating the traditional and local food products of Hungary. Since 2002 the TTR is a registered trademark and used for product differentiation. At the end of 2018 altogether 92 producers with 176 products had the right to use the trademark. The Geographical Indications Programme – initiated by the Hungarian government in order to increase the number of the Hungarian GI products in the EU register – is also based on the TTR initiative. The demand of the Hungarian traditional food products in general, as well the supply side of the TTR programme is well described by the literature, however the field of the consumers’ relation with the TTR trademark seems to be undiscovered. In spite of this background, this study tries to describe the recognition and the embeddedness of the TTR trademark among the Hungarian consumers. Part of an international survey conducted by the Strength2Food H2020 research project, the TTR trademark was analysed on a sample of 444 Hungarian consumers, retrieved from an online survey. Results suggest that the almost 40% recognition of the TTR trademark significantly exceeds recognition of the EU geographical indications labels. However, only roughly 10% of the consumers seeks purposefully food products with TTR label. Regular buyers of such foods usually seek for meat products. Based on the binomial regression models the recognition of the TTR trademark’s logo is significantly higher among female, older and non-vegetarian consumers with lower income levels. The place of regular purchase is also statistically significant: consumers with regular purchase in organic shops and in short food supply chains (directly from the producer) tend to be more aware of the TTR logo. Regarding the regular consumption of such products we can say that males and consumers shopping in supermarkets and discounters are becoming a frequent buyer of TTR products with a higher probability.
The Hungarian Journal of Nutrition Marketing. 2019. 6 (1) 81-97.
Download: 06_Török_A HÍR védjegy ismertsége és beágyazódottsága a magyar fogyasztók körében