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Beyond Profit: Exploring the Motivators of Local Producers in Multiple Sub-Regions in Western Hungary

Author

Listed:
  • András Schlett

    (Faculty of Law and Political Sciences, Pázmány Péter Catholic University, 1088 Budapest, Hungary)

  • Marietta Lendvai Balázsné

    (Faculty of Finance and Accounting, Budapest Business University, CESIBUS, 1149 Budapest, Hungary)

  • Judit Beke

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

Abstract

Most research on sustainable small-scale local producer lifestyles emphasises healthy food production but lacks the integration of mental and spiritual well-being into a holistic concept of a healthy lifestyle. This study explores the motives behind the production activity of producers engaged in sustainable food production in several western Hungarian sub-regions, aiming to identify their attitudes and motivations. The small-scale entrepreneurial mindset encompasses needs beyond physical and ethical aspects, such as involvement, socio-cultural attachment to the past, tradition, nature, place, and local culture. An online questionnaire was conducted with 73 local producers in the second quarter of 2024. The results of the factor and cluster analyses were used to classify the producers into two clusters: the “Value-Creator” and the “Proud” clusters. The main features of these two clusters were illustrated in persona profiles. The “Value-Creator” cluster, mainly women, feels a strong connection to the local community and views sustainable production as a lifestyle choice. The “Proud” cluster, consisting of young men, focuses on the quality and uniqueness of their products. This research contributes to a deeper understanding of sustainable production by exploring producers’ intrinsic motivations and lifestyle choices. The findings could also inform other entrepreneurial projects, such as urban initiatives.

Suggested Citation

  • András Schlett & Marietta Lendvai Balázsné & Judit Beke, 2024. "Beyond Profit: Exploring the Motivators of Local Producers in Multiple Sub-Regions in Western Hungary," Agriculture, MDPI, vol. 14(9), pages 1-20, September.
    • Handle: RePEc:gam:jagris:v:14:y:2024:i:9:p:1611-:d:1478251
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    References listed on IDEAS

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    1. Maurizio Pugno, 2014. "Scitovsky's The Joyless Economy and the economics of happiness," The European Journal of the History of Economic Thought, Taylor & Francis Journals, vol. 21(2), pages 278-303, April.
    2. Željka Mesić & Kristina Petljak & Darija Borović & Marina Tomić, 2021. "Segmentation of local food consumers based on altruistic motives and perceived purchasing barriers: a Croatian study," Economic Research-Ekonomska Istraživanja, Taylor & Francis Journals, vol. 34(1), pages 221-242, January.
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