A tudatos fogyasztást és az egészséget preferáló új fogyasztói trendcsoport a LOHAS csoport megjelenése Magyarországon

Absztrakt

Health excels both from social and counter-trends because of its importance and connections to many industries an intensifying environmental sensitivity supports this with its obvious and mostly visible consequences. Marketing and trend research literature deals with the so-called LOHAS-group more and more frequently, and a more intensive analysis leads to the question whether LOHAS is just a unique consumer group or can it influence the development of a new age in the producer-retailer-consumer power structure? In the paper we give a description of the LOHAS target group and its expectations in different markets and an estimation of its proportion within the Hungarian society.