Local products and short supply chains play an important role in national economies, as well as in creating a sustainable economy and society. In our research, we examined Hungarian consumer attitudes using a model related to the consumption of local products. The model analyses the reasons for buying or not buying local products. To explore consumer attitudes, we launched a nationally representative consumer survey of 500 people. The data obtained were analysed by factor and cluster analysis, which led to well-separated consumer segments being identified. The main arguments in favour of buying local products were a sense of security (local character) stemming from the knowledge of a product’s origin, a belief in their health properties, and support for local communities. We were able to identify three factors by factor analysis. These are External and Internal Product Features, Purchasing Benefits from Emotional Commitment, and Support for Local Producers and Local Merchants. Four clusters were identified along the factors: Emotional (36.5%), Local Patriots (15.0%), Passive (21.2%), and Conscious (27.3%). Each segment can be targeted with different marketing messages. The Conscious can be influenced with more rational messages, the Local Patriots and the Emotional with more emotional messages. The primary target group for...

This paper assesses consumer preferences for margarine among Hungarian and foreign university students (studying in Hungary) by using the discrete choice experiment. The questionnaire-based survey was preceded by a focus group interview which, supplemented with knowledge gained from literature, established product attributes involved in the examination (such as price, fat, salt and sunflower oil content). Results suggest that the increase in fat and salt content result in reduced consumer utility and willingness to pay for margarine products. Sunflower oil content, however, was not found to play a significant role in consumer choices. When comparing the two groups, we found that international students tended to be more health conscious than their Hungarian counterparts.