2. Health or Taste? Consumer Dilemmas with Functional Foods – Literature Review

Kontor, Enikő – Szakály, Zoltán – Véha, Miklós – Kiss, Marietta

The current study of our two-part paper series is dealing with one of the most important attitude influences on functional food consumer behaviour. Namely, it focuses on “health effects vs. taste” attitude factor of functional food products, which describes the possible conflict between a pleasant taste and the health benefit of the product. This factor is analysed on the basis of two aspects of factors influencing food choice: internal (food) effects (e.g. sensory aspects) and external (non-food) effects (e.g. psychological, social, cultural factors). The most important internal (or intrinsic) characteristic is the taste of the food product. A remarkable finding of this study is that good taste is a crucial, self-relevant characteristic of any food product and bad taste would not be accepted in functional food products either. Consumers are hardly willing to compromise on the taste of functional food products for potential health benefits. Another aspect in the case of functional food products is that intrinsic product characteristics are given by the combination of the health-enhancing ingredient with the type of carrier product used. Studies have shown that functional ingredients that weaken the taste of such food products reduce their acceptance. There is a consensus in the literature that a natural match between added ingredient and carrier product increases the overall acceptance of functional food products. External (or extrinsic) characteristics, e.g. psychological and lifestyle factors, and socio-cultural differences provide further aspects of the potential conflict of “health effects vs. taste”. From a psychological point of view, one may assume that an individual who chooses a functional food is committed to the products’ benefits and may be willing to accept some unpleasant taste in order to achieve the desired health benefit. It has to be noted, however, that although the importance of a given health benefit may lead to the acceptance of an unpleasant taste, this acceptance is not necessarily supported by each of the health benefits. Lifestyle variables also influence the acceptance of functional foods, e.g. wellness-oriented consumers appear to be more willing to trade the taste for health benefits. However, the segment of consumers who are ready to sacrifice the taste for potential health benefits cannot be identified by using classical demographic characteristics as segmentation variables. The “health effects vs. taste” conflict is influenced by cultural differences, too. E.g. the priority of taste can be observed in whole Europe; in contrast, the preference for nutritional benefits is rather typical in the Asian countries. The final conclusion of our study is similar to that of the literature. Good taste and healthiness are not necessarily to be traded-off against each other. Hoping for consumer willingness to compromise on the taste for health is highly speculative and risky, so the functional food industry must develop good taste solutions. In addition to sensory perception of the food, the expectations have also been found to have an impact on the acceptance of functional food products. Consumers’ expectations are highly influenced by marketing communications. In case of functional food products marketing communication is strongly based on health-related information and this information influences not only the perception of healthiness but the liking of foods, too. Hence, additional values of functional food products (health+convenience+pleasure) have to be communicated as hedonic values, emphasizing especially the role of pleasure.

DOI: 10.20494/TM/5/2/2

The Hungarian Journal of Nutrition Marketing. 2018. 5 (2) 17-29.

 02_Kontor – Szakály – Véha – Kiss_Egészség vagy íz – Fogyasztói dilemmák a funkcionális élelmiszerekkel kapcsolatban – Szakirodalmi áttekintés

5. Opportunities and Obstacles in the Healthy Food Consumption Area

Mihály, Nikolett - Rónai, Ramóna - Komáromi, Nándor - Lehota, József

The issue of healthy food consumption is an extremely hot topic in today’s fast-paced world. One of today’s ruler trends are the health awareness and health market expansion. The role of the health of consumers is appreciated. People spend more and more to preserve their health. The consequence of conscious consumption is that individuals can keep their physical and mental activity for a longer time remaining their life and accordingly they can be involved in the economic growth. Our central hypotheses were that the financial situation, the level of consciousness and „identity” have a decisive influence on women who assume a healthy eating habit in Hungary. We also presumed a link between health consciousness and financial attitudes, as well as a positive relationship between health consciousness and behavioral intent and normative beliefs. Our results confirm: the income status and the degree of awareness mostly influence the existence of a healthy diet.

DOI: 10.20494/TM/5/1/5

The Hungarian Journal of Nutrition Marketing. 2018. 5 (1) 65-76.

 05_Mihály et al_Lehetőségek és akadályok az egészséges élelmiszer-fogyasztás területén

12. The Young People’s Health from the Aspect of the Quality of Life and Consumer Behaviour

Ercsey, Ida – Huszka, Péter

The examination of the quality of life on societal and individual level is emphasized increasingly in the social researches. The quality of life has subjective and objective components as well and we can get the complete view of the consumers’ perceived wellbeing by the measurement of these components. The objective of this article is to explore how the young people have the evaluation mechanism to their perceived quality of life and how they evaluate their health. According to the aim of this research, first we gain insight into the literature of the topic and after then we analyse the results of the empirical research.
Unfortunately in respect of the evaluation to health our hypotheses were justifiable. The health does not have of high priority value for the members of 14-18 years old pupils. According to our research results we conclude that health and healthy lifestyle as an approach can be strengthened within the public and higher educational sectors. But it must become clear, that dissemination of knowledge, information is not sufficient, as without actively involving those of concerned, the problem can not be solved.

DOI: 10.20494/TM/1/1-2/12

The Hungarian Journal of Nutrition Marketing. 2014. 1 (1-2) 87-95.

12_Ercsey I. – Huszka P._Fiatalok egészsége az életminőség és a fogyasztói magatartás tükrében