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Home Browse 2023 - Volume 125 Volume 125 - Issue 3

Consumer segmentation based on commitment to local products in Hungary

byNAGY-PETO, T. Dorka,KOVACS, Bence,KISS, Marietta,SZAKALY, ZoltanandKISS, Virag Agnes
  • Year 2023
  • Volume 125
  • Issue 3
  • Pages 143-153

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 local products is the Conscious, to whom the Local Patriots and the Emotional can be added. It is also possible to target the three groups through certain messages. However, Passives are difficult to address because their behaviour is characterised by a high degree of disinterest.

Tags: distributionlocal productlocal sustainabilitypreferencesshort food supply chain (SFSC)short supply chain (SSC)
  • https://doi.org/10.7896/j.2506
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  • Scopus SJR (2024): 0.37
  • Scopus CiteScore (2024): 2.5
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  • ISSN (electronic): 2063-0476
  • ISSN-L 1418-2106

 

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Publisher Name: Institute of Agricultural Economics Nonprofit Kft. (AKI)

Publisher Headquarters: Zsil utca 3-5, 1093-Budapest, Hungary

Name of Responsible Person for Publishing:        Dr. Pal Goda

Name of Responsible Person for Editing:             Dr. Attila Jambor

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The publication cost of the journal is supported by the Hungarian Academy of Sciences.

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adoption (6) agri-food trade (4) agricultural exports (3) agricultural policy (3) agriculture (13) AKIS (4) Albania (4) CAP (4) Central and Eastern Europe (3) climate change (7) Common Agricultural Policy (3) competitiveness (5) consumer behaviour (3) consumer preferences (4) Covid-19 (6) dairy sector (3) digitalisation (4) economic growth (3) elasticity (3) European Union (8) FADN (3) family farms (4) farm income (3) farm performance (3) food security (6) Hungary (5) impact evaluation (4) innovation (4) Kosovo (3) LEADER (4) off-farm income (4) participation (3) policy (4) price transmission (3) profitability (4) resilience (3) risk management (3) rural areas (4) rural development (13) social capital (3) sustainability (8) sustainable agriculture (4) sustainable development (4) technical efficiency (6) Ukraine (4)
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