The effect of sustainability on the information search behaviour of Hungarian consumers through the practice of food purchasing

Abstract

In the study we aim to model the information search behaviour of Hungarian consumers committed to sustainable consumption through the practice of food purchasing. To reach our goal we examined the logic of Grunert-Wills information search model.In our research the information search behaviour of “Trend followers” was investigated. To reach the mentioned group, data collection was carried out by the method of quota sampling, where quotas were defined according to characteristics of value system based lifestyle segments discovered in a 2011 national representative research by us. Through the analysis one-variable statistics and contingency table analysis were carried out.Our results prove the followings: (i) the logic of Grunert-Wills model is suitable for describing the information search behaviour of conscious consumers. (ii) Lifestyle has a highlighted effect on information search behaviour.