A magyar 50+ generáció fenntartható fogyasztási szokásai

Abstract

In this paper we examine food consumption behavior and its major influencing factors of the chosen target group, the 50+ generation. Based on the scientific literature, we have determined the relevance of our subject, which is focused on our growing and rapidly aging society, and the unsustainability of the traditional economy based on ever-growing consumption. In our view, the subject matter is particularly timely: we have examined the food consumption behavior of an emerging market segment in the light of a consumer attitude of increasing importance. In our primary research we studied the behavior of Hungarian consumers in the food market. Our findings show that the attributes of a conscious customer interested in sustainability are typically low for Hungarian citizens in the 50+ age group and the food consumption behavior of Hungarian seniors is dominated by adherence to their habits. Seniors are willing to change their habits only to a limited extent. For Hungarian seniors price is a primary factor in purchase choce, and it appears to be a major limitation in decision-making regarding their food consumption.