Organic Food Consumption in Hungary – Factors Supporting Consumption Growth

Abstract

The aim of the research is to assess the behaviour of the consumers of organic products, with a particular focus on the frequency of consumption, the groups of purchased products, the preferred sales channels, the consumer motivations, and the impact of the COVID-19 pandemic on the market development. The data from the online questionnaire survey were analysed by descriptive statistical and relationship analysis methods. In 2020 and 2021, the frequency of purchase of organic products increased. The regular customers are mainly middle-aged, highly educated women with higher incomes, who mostly buy fruit and vegetables, mainly in discount stores. The respondents with relatively low frequency buy directly from organic producers, although the use of short supply chains could be a remarkable price-reducing factor.

Keywords

• organic food
• consumer behaviour
• sales channels
• motivations
• hungary