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Organic Food Purchase Habits in Hungary

Author

Listed:
  • Viktoria Szente

    (Department of Marketing and Trade, Faculty of Economics, Kaposvar University, Hungary)

  • Dorisz Torma

    (Department of Marketing and Trade, Faculty of Economics, Kaposvar University, Hungary)

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 percent of the interviewees paid attention to put organic food products in to their cart. The most serious obstacle is the doubt of surveyed individuals about the authenticity and the all eged 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 percent, 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 rising.

Suggested Citation

  • Viktoria Szente & Dorisz Torma, 2015. "Organic Food Purchase Habits in Hungary," Journal of Economic Development, Environment and People, Alliance of Central-Eastern European Universities, vol. 4(1), pages 32-40, March.
    • Handle: RePEc:sph:rjedep:v:4:y:2015:i:1:p:32-40
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    File URL: http://jedep.spiruharet.ro/RePEc/sph/rjedep/JEDEP12_4_Dorisz_p32-40.pdf
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    References listed on IDEAS

    as
    1. Marco Costanigro & Dawn Thilmany McFadden & Stephan Kroll & Gretchen Nurse, 2011. "An in‐store valuation of local and organic apples: the role of social desirability," Agribusiness, John Wiley & Sons, Ltd., vol. 27(4), pages 465-477, September.
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    Cited by:

    1. Mucha, László & Domán, Szilvia, 2018. "Demeter Minősítéssel Rendelkező Biodinamikus Gazdaságok Trendjei Világszerte," Journal of Central European Green Innovation, Karoly Robert University College, vol. 6(2).

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    More about this item

    Keywords

    organic food; consumer; retail; in-store marketing; strategy;
    All these keywords.

    JEL classification:

    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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