Viktória Szente

The influence of lifestyle on health behavior and preference for functional foods.

The main objective of this survey is to reveal the relationship between lifestyle, health behavior, and the consumption of functional foods on the basis of Grunerts food-related lifestyle model. In order to achieve this objective, a nationwide representative questionnaire-based survey was launched with 1000 participants in Hungary. The results indicate that a Hungarian consumer makes rational decisions, he or she seeks bargains, and he wants to know whether or not he gets good value for his money. Further on, various lifestyle segments are defined by the authors: the rational, uninvolved, conservative, careless, and adventurous consumer segments. Among these, consumers with a rational approach provide the primary target group for the functional food market, where health consciousness and moderate price sensitivity can be observed together. Adventurous food consumers stand out because they search for novelty; this makes them an equally important target group. Conservative consumers are another, one characterized by positive health behavior. According to the findings of the research, there is a significant relationship between lifestyle, health behavior, and the preference for functional food products.

A személyes értékek hatása az egészségmagatartás változására és a tudatos élelmiszervásárlásra

Hungarian Abstract: A vizsgalat fő celja, hogy osszefuggeseket tarjon fel a szemelyes ertekek, az egeszsegtudatos taplalkozasi modra tortenő atteres es az elelmiszervasarloi magatartas kozott Kahle erteklistaja (LOV) alapjan. A kitűzott cel elerese erdekeben orszagos reprezentativ megkerdezest vegeztunk Magyarorszag teruleten 1000 fő bevonasaval. Az eredmenyek alapjan a lakossag szamara a legfontosabb ertek a biztonsag, amelyet a boldog es elvezetes elet iranti vagy kovet. Az erteklista elemzese soran a sztenderdtől elterő faktorstrukturat tartunk fel, amely a szegmentacio alapjat kepezte. Negy fogyasztoi szegmens kerult azonositasra, az Ertekorientalt, a Mersekelten ertekvezerelt, a Biztonsagra torekvő, illetve a Kiabrandult szegmentum. Az egeszsegvedő elelmiszerek elsődleges celcsoportjanak az Ertekorientalt szegmens tekinthető, mivel ennek a csoportnak a tagjai mozdultak el legnagyobb mertekben (18,5%) az egeszsegtudatosabb elelmiszerfogyasztas es ezzel parhuzamosan az egeszsegtudatosabb elelmiszer beszerzes iranyaba. A masodik jelentős valtozast mutato csoport a Biztonsagra torekvők, ami arra utal, hogy az ertekorientacio merteke jelentősen befolyasolja a viselkedest, azaz az elelmiszervasarlast es elelmiszerfogyasztast fuggetlenul annak tartalmatol. Az ertektartalom a marketingstrategia es a marketing uzenet tartalmi elemeinek kidolgozasahoz nyujt informaciot az egeszsegvedő elelmiszereket gyartok szamara. English Abstract: Major aim of the examination is to reveal relationships between personal values, the switch to the health conscious nutrition method, and the food consumer behaviour based on the value list by Kahle (LOV). In order to attain this goal a nationwide representative survey was conducted in Hungary with the participation of 1000 persons. According to the results the most important value for the population is safety that is followed by the need for fun and enjoyment in life. During the analysis of the value list a factor structure – different from the standard – was revealed that formed the base of the segmentation. Four consumer segments were identified, the Value oriented, the Moderately value driven, the Safety seeker, and the Disappointed segments. The Value oriented segment can be considered as the primary target group of health protecting foods as members of this group moved to the direction of more health conscious consumption and in parallel of more health conscious food purchase to the greatest extent (18.5%). The second group showing significant changes is the Safety seekers that suggests that the extent of the value orientation significantly affects the behavior, i.e. food purchase and food consumption independently of its content. The value content provides information to the development of the content elements of the marketing strategy and the marketing message for the producers of health protecting foods.