Az élelmiszer-fogyasztói magatartás vizsgálata online környezetben: Létezik-e hazánkban digitális élelmiszerfogyasztó?

Abstract

AIn recent years one of the major players in the market have changed radically, the consumer. They have been titled as "digitally enlightened" citizens by various researches. The main characteristics of "traditional" consumer's behavior have been discussed previously by numerous researchers. However research on digital consumers, especially in domestic circles, is still in initial stage. The main objective of this article is to determine the online consumer behavior trends in our country, in relation to information and shopping in particular of food. At the end of this publication we intent to answer the question asked in the title, i.e. does digital food consumer exist in this country. In our study we used the online consumer buying behavior process as base. Each step was mapped out by using relevant and current literature analysis. Using national representative survey (N=1000) we examined in detail the food-related online information searches and the shopping opportunities in online shops. The convenience factor -similar to the description of the literature-is the most advantageous aspect of online shopping. At online shops the other factors examined convergence occurring in the median values show the uncertainty of customers' purchasing behavior, which results in a lack of trust in food purchases. Overall, we can conclude that the majority of literature and research on food consumption behavior doesn't separate properly the online consumer' roles and most of the emphasis is on the final purchase. Based on literature research, we have attempted to differentiate the digital food consumers based on online behavior in which the basis for the subsequent researches hypothetical fives categories were distinguished.Kulcsszavak: élelmiszer-fogyasztói magatartás, digitális fogyasztó, élelmiszer Keywords: food consumer behavior, digital consumer, food Bevezetés -IntroductionAz utóbbi években gyökeresen megváltozott a piac egyik legfontosabb szereplője, a fogyasztó. Az IBM 2014-es kutatásában már "digitálisan felvilágosult" polgárnak titulálja a fogyasztókat. Azzal érvel, hogy napjainkra nem csak a vevő fogalma változott meg, hanem az az út is, amit be kell járnia az információszerzéshez és a vásárlás-hoz. Együtt kell velük működni, ami a vállalkozás feletti kontroll részleges feladását jelenti [2].A "hagyományos" fogyasztók magatartásának legfőbb jellemzőiről számos kutató értekezett a korábbiakban [16; 36; 37]. Azonban a digitális fogyasztókkal kapcsolatos kutatások, főleg hazai körökben még kezdeti stádiumban vannak.Jelen cikkben a legfőbb célkitűzésünk, hogy meghatározzuk az online fogyasztói magatartás tendenciáit hazánkban, különös tekintettel az élelmiszerekkel kapcsola- 29

Development of a Multicomponent Microbiological Soil Inoculant and Its Performance in Sweet Potato Cultivation

“…The treatments with the microbial mixture, however, turned out to be superior over both the untreated controls and even over the fertilized control on sandy soil. Although comprehensive official data about the sweet potato yield in Hungary and in Europe are not available for 2019 and 2020, earlier data from FAOSTAT (https://www.fao.org/faostat/en/#data/QCL, accessed on 27 March 2023) and from Hungarian integrators [71] make a comparison possible. The average yield for Greece, Italy, Portugal and Spain (the only countries registered for sweet potato production in Europe by FAOSTAT) in 2017 was between 24 and 29 tons, while the average yield for Hungary is 18-25 tons per hectare.…”

The Relationship between Online and Offline Information-Seeking Behaviors for Healthy Nutrition

“…Relying on their own subjective perception, 62.9% of university students tend to get their information from online sources [52,64]. According to the transtheoretical model of change (TTM) [65][66][67], one third (32.4%) of university students are at the "action" and "maintenance" stages in their transition to healthy eating.…”

“…The subjective perception of healthy nutrition was incorporated into the concept through two variables. The perception of the aggregate time interval of information-seeking for healthy nutrition spent on online and offline forums was included in our research, based on works by Jepsen [64], (Internet Search Model, ISM) and Fehér et al [52]. Informationseeking was examined on a 5-point ordinal scale with the following statements: "A very long time spent on online searching"; "A relatively long time spent on online searching"; "A similar length of time spent on offline and online searching"; "Relatively long time spent on offline searching"; "A very long time spent on offline searching".…”

“…There are indications that digitalization significantly affects the shaping of the attitudes of consumers toward food consumption. This is most evident in the online search for food information (e.g., scanning QR codes on a product package with a mobile phone or using search sites) [52]. In Japan, a separate campaign has been launched in which Society 5.0 is used to recommend different health and lifestyle values to individuals [53].…”

Az online marketing szerepe az információkeresésben bioélelmiszereknél

“…Az addigi passzív fogyasztói szerepkörből átléptek egy aktív szerepkörbe. Saját elhatározásukból, folyamatosan kutatják az őket érdeklő információkat és tartalmakat, ezáltal ők nevezhetők a legfigyelmesebb fogyasztóknak, akik tényekkel és észérvekkel meggyőzhetők (Janal, 1998;Fehér, Soós & Szakály, 2014).…”