Consumer motivations in the purchase of organic foods in Hungary

Abstract

The market of organic products is quite small in Hungary. However, based on its development potential it has strategic importance (SZAKÁLY, 2004). Thus the aim was to find answers how to increase the trade of organic products. To get more details about the Hungarian organic food market we 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% of the interviewees paid attention to put organic food products into their cart. The most serious obstacle is the doubt of surveyed individuals about the authenticity and the alleged 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. 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 raising.

Keywords: organic food, consumer, retail, awareness, marketing strategy