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The Importance of Food Attributes and Motivational Factors for Purchasing Local Food Products: Segmentation of Young Local Food Consumers in Hungary

Author

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  • Ildikó Kovács

    (Faculty of International Management and Business, Budapest Business School, 1165 Budapest, Hungary)

  • Marietta Balázsné Lendvai

    (Faculty of Business Administration, University of Pannonia, 8200 Zalaegerszeg, Hungary)

  • Judit Beke

    (Faculty of International Management and Business, Budapest Business School, 1165 Budapest, Hungary)

Abstract

Future trends in sustainable food consumption include the emergence of short food supply chains and growing interest in local food products. Among the drivers are the more urgent sustainability expectations, the emphasis on environmental and social responsibility, and the changing consumer needs, of which the desire for healthy and quality products, curiosity, uniqueness, and experience are the most prominent drivers. Today’s customers are becoming more aware and open to culinary discoveries and exotic delights. In this study, we investigated the importance of product attributes related to local products, and the motivational factors that determine purchase intentions. The significance of our work lies in the fact that we have studied young consumers’ intrinsic and extrinsic motivational factors. A quantitative consumer survey was conducted using a hybrid data collection method on a sample of 1756 respondents aged between 18 and 45 years. The questionnaire focused on product features, intrinsic and extrinsic motivational elements, and demographic characteristics. The results of our study provide strong evidence that the features associated with local products include but are not limited to the following: freshness, high quality, nutritional value, reliability, safety, evoking domestic flavours, naturalness, being healthy, environmentally friendly, etc. The motivational elements were grouped into four factors: hedonism, curiosity, nutritional value, and tradition. The main reasons for young respondents purchasing local food were taste and curiosity. Based on the results of the cluster analysis, we formed three groups having different features and different motivations for purchasing local products. Moreover, we had the opportunity to understand the attitudes and perceptions of young people towards buying local products. A key result of our study is that the “value-creators” segment considers local products to be healthy and nutritious.

Suggested Citation

  • Ildikó Kovács & Marietta Balázsné Lendvai & Judit Beke, 2022. "The Importance of Food Attributes and Motivational Factors for Purchasing Local Food Products: Segmentation of Young Local Food Consumers in Hungary," Sustainability, MDPI, vol. 14(6), pages 1-14, March.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:6:p:3224-:d:767750
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    References listed on IDEAS

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    2. Esra Şahin & Zuhal Gök Demir, 2023. "Decision Tree Analysis of Sustainable and Ethical Food Preferences of Undergraduate Students of Gastronomy and Culinary Arts," Sustainability, MDPI, vol. 15(4), pages 1-13, February.
    3. Tatjana Peulić & Aleksandar Marić & Nikola Maravić & Aleksandra Novaković & Bojana Kalenjuk Pivarski & Ivana Čabarkapa & Jasmina Lazarević & Stefan Šmugović & Predrag Ikonić, 2023. "Consumer Attitudes and Preferences towards Traditional Food Products in Vojvodina," Sustainability, MDPI, vol. 15(16), pages 1-17, August.
    4. Yoonah Kim Conoly & Yee Ming Lee, 2023. "Intrinsic and Extrinsic Cue Words of Locally Grown Food Menu Items and Consumers’ Choice at Hyper-Local Restaurants: An Eye-Tracking Study," Sustainability, MDPI, vol. 15(17), pages 1-22, August.

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