A bizalom megítélése az ökoélelmiszerek piacán

Abstract

Due to changes in the behavioural trends of consumers quality and reliability of foods have become more emphasized than ever before. As the trends show, organic products are among the most accepted products and being so, it could mean a strategic breakthrough in Hungary as well. Our aim was to analyze consumer beliefs and their effect on trust in case of organic foods. We made a quantitative questionnaire based survey using a 1,200 headcount countrywide panel. The results highlighted that the chemical-free status of the products was put in the first place and reliability (in quality terms) was put in the second place. According to the results, one of the main consumer expectations is trust, which depends on production, contacts and beliefs where „contact” is the most critical. In the short run the increasing purchase of organic foods in the super- and hypermarkets is favourable, but trust is lost. Beside keeping quality, in the middle and long term it is the authentic character, personal contacts and emotive communication that can help reserve the market position.