Consumer perception of local food products in Hungary

Abstract

PurposeThe purpose of this paper is to examine the role of local origin of food in the Hungarian population's decisions regarding food purchase and to identify under which conditions consumers consider food to be a local product.Design/methodology/approachThe study was based on a representative quantitative consumer survey (n = 1,000). Cluster analysis was used to define different consumer groups.FindingsIn general, consumers perceive that local products have positive characteristics that distinguish them from not locally sourced foodstuffs. The results prove that the accessibility of local food products differs to a great extent in towns and regions. In towns with local markets, the ratio of recognition and acceptance of local products is higher. Based on the attitudes and behaviour of respondents towards local products, five clusters were separated and described.Research limitations/implicationsAlthough the sample's representativeness of three demographic factors was ensured, some general limitations resulted from the sampling methodology.Practical implicationsBased on the study findings, the authors encourage farmers' market operators to actively study the purchasing habits, attitudes and expectations of the consumer groups described in the study and to exchange information to promote the development of an economically successful local food supply system.Originality/valueThis empirical representative study is suitable to describe the knowledge, attitudes and behaviour of Hungarian consumers related to local food products. Consumer perception about local food varies internationally; therefore, national level studies are important to understand the viability of short food supply chains.