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Consumer clusters in Szeklerland – application of the Q method

Author

Listed:
  • Judith MOLNÁR

    (Kaposvár Campus of the Hungarian University of Agriculture and Life Sciences, Management Organizational Science Doctoral School, Hungary, PhD student, Helyenvalo SRL, Odorheiu Secuiesc, Romania, administrator)

  • Gergely TÓTH

    (Kaposvár Campus of the Hungarian University of Agriculture and Life Sciences, Institute of Rural Development and Sustainable Economy, Hungary)

Abstract

The present research aimed to find out how much consumers in Szeklerland1 value the work of small-scale producers, whether they see the role of local food trade in the economy of the region, how they think about the attitude of young people towards local products, as they will be the consumers of the future, whether they trust the origin of local products and whether they believe that they are healthier than the food products in the wholesale chain. Thirty-nine (39) statements were extracted from research and the daily press and 35 participants were selected. By using the Q method, 5 consumer clusters were clearly outlined, and a summary textual characterization of the statements was provided, characterizing the individuals classified by the factors in the study. The separable consumer clusters were labelled as: conscious, sceptical conscious, cautious passive, enthusiastic, personal, flag bearer. The results that emerge can be used by both small producers and policy makers to improve the local food system.

Suggested Citation

  • Judith MOLNÁR & Gergely TÓTH, 2024. "Consumer clusters in Szeklerland – application of the Q method," Agricultural Economics and Rural Development, Institute of Agricultural Economics, vol. 21(2), pages 157-189.
    • Handle: RePEc:iag:reviea:v:21:y:2024:i:2:p:157-189
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    More about this item

    Keywords

    consumer clusters; local food system; local food consumption; small producers.;
    All these keywords.

    JEL classification:

    • Q11 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Aggregate Supply and Demand Analysis; Prices
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • Q18 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Policy; Food Policy; Animal Welfare Policy

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