Judit Beke – Budapest Business School, 1165 Budapest, Diósy L. u. 22-24., Hungary
Marietta Balázsné Lendvai – University of Pannonia, 8200 Veszprém, Egyetem u. 10, Hungary
Ildikó Kovács – Budapest Business School, 1165 Budapest, Diósy L. u. 22-24., Hungary
DOI: https://doi.org/10.31410/ITEMA.S.P.2021.85
5th International Scientific Conference on Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture – ITEMA 2021, Online/virtual, October 21, 2021, SELECTED PAPERS published by the Association of Economists and Managers of the Balkans, Belgrade; Printed by: SKRIPTA International, Belgrade, ISBN 978-86-80194-50-9, ISSN 2683-5991, DOI: https://doi.org/10.31410/ITEMA.S.P.2021
Abstract
An important aspect of sustainable food consumption is the consumption of local food. The concept of local food is often linked to sustainability which is gaining importance in the marketing communication of food brands since it fits in with the conscious consumption intentions of young people. In addition to studying the nature and consumer perception of local products, the study explores consumer motivations of young consumers aged 18-25 using qualitative focus group research method. Based on the results, the products that young consumers are willing and motivated to buy can be identified, and the most important trigger words can also be selected. Qualitative research methods were used to identify the most significant consumer motivation elements among young consumers.
Keywords
Local products; Consumer motivation; Consumption intentions; Young consumers; Sustainability
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