Organic food purchase habits in Hungary

Viktória Szente, Dorisz Torma

Abstract


In Hungary organic food market has both demand and supply oriented aspect: several times not necessary products are distributed while the selection and volume of certain products are not satisfactory. Thus our aim was to develop a coordinated benchmark strategy to increase the trade of organic products. To get more details about the Hungarian organic food market we applied the “mystery shopping” method to observe changes in organic food supply and carried out a quantitative survey using a 1,000 member countrywide panel. Our results indicate that organic origin is considered somewhat important for every 4th respondent, while only 3.7% of the interviewees paid attention to put organic food products into their cart. The most serious obstacle is the doubt of surveyed individuals about the authenticity and the alleged benefits of organic products, complete with a high perceived price. “Price” is the most influential factor on shopping decision, but the advantageous “constant quality” and “health benefit” factors are just following it. Most of the respondents stated that they buy organic products directly from the producer (27.4%), but small retail outlets are likewise popular (though to a somewhat lesser extent). In conclusion, there is potential demand for ecological food products in Hungary. Although the proportion of conscious consumers is small; it significantly exceeds the current market share of the products. Consumers should be approached with better prices, smart retailing solutions and through awareness raising.

Keywords


organic food; consumer; retail; in-store marketing, strategy

Full Text:

PDF HTML

References


Biokontroll Hungária Nonprofit Ltd.: Éves jelentések (Yearly reports) Budapest, 1998-2012.

Costanigro, M.; McFadden, D. T.; Kroll, S.; Nurse, G. An in-store valuation of local and organic apples: the role of social desirability. Agribusiness, 2011, 27: 465–477.

Czeller G. Az ökológiai gazdálkodás helyzete a Dél-Dunántúli régióban (Organic farming in the Transdanubian Region) Kaposvári Egyetem, Kaposvár, 2009.

Gauvrit, L. And Schaer, B. A glimpse on organic markets in Eastern Europe. Presentation on Biofach Nürnberg, 2013.

Gfk Hungária. Közép- és Kelet-Európa fogyasztói. (Consumers of Central- and Easten Europe) Available at http://hvg.hu/gazdasag.hazai/20051116genkezelt/page3.aspx (last accessed 12 January 2011), 2005.

Gerwin, D. haracteristics of the market for organic products. In: Organic market review: Observations and experiences from the Czech Republik, Hungary and Poland. Phare research, 1998, pp 1-32.

Haas, R, Sterns, J., Meixner, O.; Nyob, D-I.; Traar V. Do US Consumers’ Perceive Local and Organic Food Differently? An Analysis Based on Means‐End Chain Analysis and Word Association. Int. J. Food System Dynamics 2013, 4(3): 214‐226.

Hamm, U., Gronefeld, F. And Halpin, D. Analysis of the European market for organic food. OMIaRD, Wales, 2002, pp. 1-135.

Hempfling, G. Mit gezielten Massnahmen den Absatz erhöhen. (Increase sales with targeted measures) Ökologie&Landbau. 2004, 32 (3): 33-35

Malhotra, N.K. Marketingkutatás. (Marketing Research) Hungary: Academic Publisher, Budapest, 2008.

Milestad, R., Bartel-Kratochvil, R.; Leitner, H.; Axmann, P. (2010): Being close: The quality of social relationships in a local organic cereal and bread network in Lower Austria. Journal of Rural Studies. 2010, 26: 228–240.

Panyor, Á. A különleges élelmiszerek piacnövelési lehetőségei megkérdezések tükrében. (The possibilities to increase consumption of special foods in the mirror of questionnaires) Budapesti Corvinus Egyetem, Budapest, 2007, pp. 1-112.

Schaack, D. News about the organic market in Germany 2012. Presentation on Biofach Nürnberg 2013.

Sahota, A. The global market for organic food and drink. WILLER, H. AND KLICHER, L. (Eds.), The world of organic agriculture: Statistics and emerging trends. FiBL-IFOAM-ITC Bonn, Frick and Geneva, 2009, pp. 59–64.

Szakály, S. Táplálkozási dilemmák és az élelmiszerek fejlesztésének világstratégiai irányai. (Consumption dilemmas and strategies in food-development) Élelmiszer, táplálkozás és marketing. 2004, 1 (1-2): 15-24.

Szente, V. A bizalom megítélése az ökoélelmiszerek piacán. (Judgment of trust on the market of organic foods) Élelmiszer, táplálkozás és marketing. 2009, 6 (1-2): 59-63.

Willer, H. and Lernoud, J.: The European Market for Organic Food 2011. Presentation on Biofach Nürnberg 2013.

Zagata, L. (2012): Consumers’ beliefs and behavioural intentions towards organic food. Evidence from the Czech Republic. Appetite. 2012, 59 81-89.




DOI: https://doi.org/10.26458/jedep.v4i1.96

Refbacks

  • There are currently no refbacks.




Copyright (c)




INDEXING

 

Environmental Science Journals,<br /> Natural Science Journals, SciTech Journals, Illustrata: Natural Science ICV 2015: 81.51DOAJREPEC   citefactor researcherid ECONBIZ ERIHPLUS     Sherpa" researchbib Gale Base    

Ulrichs     Stanford    

cornelniv    oclc     Toc     google
    ez3     ilinois sjif ohs 




Administred: Rocsana B. Manea Tonis

http://icourses.wix.com/itmk 

.