Relations between Circular Economic “Principles” and Organic Food Purchasing Behavior in Hungary

Abstract

Because of the climate change and emerging need for an environmentally sustainable production system, circular economic characteristics have come to the front in many studies. There are many challenges in this shift toward a circular value chain. Still, it is unquestionable that the analysis of consumers’ behaviour is crucial, because without their engagement, circular systems cannot work correctly. This article aimed to explore the circular characteristics of consumers’ attitude towards food purchasing in Hungary. Factor and cluster analyses were applied for market segmentation. The question to be answered was the following: “Are there any segments in the Hungarian food market that can be aimed at by different marketing tools to promote circular systems?” The hypothesis was that well-defined segments can be separated, garnering more engagement in the circular value chain in Hungary. We could separate two clusters, in which the members’ opinions were in line with the circular economic characteristics. Summing up the features of the different clusters, we can state that the members in cluster 1 (“Information-dependent”) and cluster 3 (“Direct purchasers”) were in the most local dimension; their attitude was the most adequate for the circular economic values. The “Information-dependent” consumer in particular was remarkable from the aspect of this investigation. This study showed that highly educated young people, who are very conscious consumers and live on good incomes, may be the target group for circular innovation. These young consumers usually buy organic food, are confident internet and software users, live in cities, and follow a healthy lifestyle. Finding the right marketing tools to integrate these consumers into more sustainable circular systems effectively and to be committed to the concepts of circular consumption is an essential mission in the future. Collecting from different databases and continuously analysing consumer feedback can be a huge step towards in achieving sustainable consumption and avoiding food waste. The significance of this analysis was that we found a defined segment that represents propensity towards accepting circular economy values and can be the target group of policies integrating circular systems.

Keywords

• circular value chain
• sustainability
• circular innovation
• consumers’ attitude
• direct food purchasing
• short food supply chains