3. Analyzing Consumer Attitudes Towards Health-protecting Food

Pető, Dorka – Fehér, András – Szakály, Zoltán

The main goal of our research was to analyze the role of health-protecting food in our daily nutrition. In our secondary research, we analyzed the generalities and characteristics of health and health behavior with the help of relevant domestic and foreign literature. We analyzed the domestic tendencies of health in details. We examined the most important characteristics of functional foods and investigated the factors of personalized nutrition. Based on a literature review, in our primary research we conducted an online questionnaire survey with 231 respondents. Our survey cannot be considered representative, however, the proportion of genders in our sample population is almost the same as the Hungarian population’s. In the questionnaire survey, we examined the frequency of consumption of health-protecting food. After that, we analyzed respondents’ perceptions of the actual health effects of health-protecting food. We have measured consumer attitudes towards health-protecting food. We analyzed the perception of potential health risks and problems from the consumer perspective. We measured the impact of various health factors on shopping. Besides, we have explored our intention to participate in personalized nutrition-related programs. Based on our research, most of the analyzed health-protecting food is consumed once or twice a week. It can be stated that the respondents considered the examined food categories less scientifically proven. We could identify the preventive behaviors of respondents for various health problems. However, there is also uncertainty in the decision of respondents in what is the right way to prevent the diseases. In this uncertain situation, only experts can provide real help to them.

DOI: 10.20494/TM/7/1/3

The Hungarian Journal of Nutrition Marketing. 2020. 7 (1) 39-55.

Download: 03_Pető et al_Az egészségvédő élelmiszerekkel kapcsolatos fogyasztói attitűdök vizsgálata

4. Consumer Perception of a Healthy Nutrition – The Results of an Exploratory Study

Farkas, Noémi Dóra – Kiss, Marietta

Healthy nutrition is becoming increasingly important in the age of endemic non-communicable diseases such as obesity, diabetes, high cholesterol and various cancers. Moreover, due to modern eating habits, more and more people are experiencing food allergies, sensitivity or intolerance to gluten, lactose, milk protein, soy, or egg, just to mention a few. Healthy eating as prevention has become a possible solution for these problems worldwide. Furthermore, an increasing number of people simply want to pay attention to what they consume. The primary objective of this research is to showcase the attitude of consumers in Debrecen (Hungary) towards a healthy nutrition, as well as to explore the factors that influence it. This paper also aims to reveal consumers’ views on the degree to which a healthy diet can be achieved in their daily lives. Focus group interview was chosen as the method of primary data collection, in which consumers living in Debrecen, with different behaviors towards health (health preventive and health risk) took part. The acquired results from the two groups clearly reflect how consumers with dissimilar attitudes towards healthy nutrition reach differing opinions on the same issues.

DOI: 10.20494/TM/7/1/4

The Hungarian Journal of Nutrition Marketing. 2020. 7 (1) 57-66.

Download: 04_Farkas – Kiss_Az egészséges táplálkozás fogyasztói megítélése – Egy feltáró kutatás eredményei

9. Impact of Personal Values on the Change of Health Behaviour and the Conscious Food Purchase

Major aim of the examination is to reveal relationships between personal values, the switch to the health conscious nutrition method, and the food consumer behaviour based on the value list by Kahle (LOV). In order to attain this goal a nationwide representative survey was conducted in Hungary with the participation of 1000 persons. According to the results the most important value for the population is safety that is followed by the need for fun and enjoyment in life. During the analysis of the value list a factor structure – different from the standard – was revealed that formed the base of the segmentation. Four consumer segments were identified, the Value oriented, the Moderately value driven, the Safety seeker, and the Disappointed segments.
The Value oriented segment can be considered as the primary target group of health protecting foods as members of this group moved to the direction of more health conscious consumption and in parallel of more health conscious food purchase to the greatest extent (18.5%). The second group showing significant changes is the Safety seekers that suggests that the extent of the value orientation significantly affects the behavior, i.e. food purchase and food consumption independently of its content. The value content provides information to the development of the content elements of the marketing strategy and the marketing message for the producers of health protecting foods.

DOI: 10.20494/TM/1/1-2/9

The Hungarian Journal of Nutrition Marketing. 2014. 1 (1-2) 57-71.

09_Szakály Z. – Szabó S. – Jasák H. – Szente V. – Kiss M._A személyes értékek hatása az egészségmagatartás változására és a tudatos élelmiszervásárlásra