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1.

001-es BibID:BIBFORM084067
Első szerző:Farkas Noémi Dóra (közgazdász)
Cím:Az egészséges táplálkozás fogyasztói megítélése : egy feltáró kutatás eredményei / Farkas Noémi Dóra, Kiss Marietta
Dátum:2020
ISSN:2064-8839
Tárgyszavak:Társadalomtudományok Gazdálkodás- és szervezéstudományok magyar nyelvű folyóiratközlemény hazai lapban
folyóiratcikk
egészség
egészséges életmód
egészséges táplálkozás
egészségmagatartás
egészségtudatosság
Megjelenés:Táplálkozásmarketing. - 7 : 1 (2020), p. 57-66. -
További szerzők:Kiss Marietta (1981-) (közgazdász)
Pályázati támogatás:UNKP-19-3
Egyéb
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2.

001-es BibID:BIBFORM106492
Első szerző:Kiss Marietta (közgazdász)
Cím:A magyar nők csokoládéfogyasztási szokásai és a cukormentes csokoládéval kapcsolatos fogyasztói magatartásuk / Kiss Marietta, Kathy Fruzsina
Dátum:2022
ISSN:2064-8839 2631-1380
Megjegyzések:In line with the global trend of health and wellness, there is now an increased demand for products that have a positive effect on health (or that are at least less unhealthy), such as sugar-free or reduced-calorie chocolate, especially among female consumers. Therefore, in our research, we set out to explore the chocolate consumption habits of Hungarian women, with particular regard to consumer acceptance of sugar-free chocolate. In the course of our primary research, we conducted an online questionnaire survey with the participation of 370 female respondents, during which we explored some elements of their consumer behaviour related to conventional and sugar-free/reduced-calorie chocolates; moreover, possible differences in the willingness to pay for sugar-free and conventional chocolates were also examined by using the packaging of two real, 100 g Stühmer milk chocolate bars and their modified versions as well. According to our results, the vast majority of women interviewed like chocolate, with milk chocolate being the most popular. Most of them eat chocolate a few times a week, but consumption of sugar-free/reduced-calorie chocolate is much less common. When buying chocolate, the respondents are clearly most influenced by the taste, which is followed far behind by the price, and then the healthiness of the chocolate. Most of the women asked are interested in sugar-free and reduced-calorie chocolates, the majority of them consume such products because of health awareness. The respondents' willingness to pay for sugar-free chocolates is not lower compared to the versions sweetened with sugar, but the willingness to pay reaches the market price only in the case of a gift purchase; in the case of a purchase for one's own consumption, it mostly falls short of it. Az egészség és wellness globális trendjével összhangban manapság megnőtt a kereslet az olyan, egészségre pozitívan ható (vagy legalábbis kevésbé egészségtelen) termékek iránt, mint például a cukormentes vagy csökkentett kalóriatartalmú csokoládé, különösen a női fogyasztók körében. Ezért kutatásunkban a magyar nők csokoládéfogyasztási szokásainak feltárását tűztük ki célul, különös tekintettel a cukormentes csokoládé fogyasztói elfogadottságára. Primer kutatásunk során 370 női válaszadó részvételével online kérdőíves felmérést végeztünk, melynek során feltártuk fogyasztói magatartásuk egyes elemeit a konvencionális és a cukormentes/csökkentett kalóriatartalmú csokoládékhoz kapcsolódóan; továbbá a cukormentes és a konvencionális csokoládék iránti fizetési hajlandóságuk lehetséges különbségeit is vizsgáltuk két valódi, 100 g-os Stühmer tejcsokoládé csomagolásával és azok módosított változataival is. Eredményeink szerint a megkérdezett nők túlnyomó többsége szereti a csokoládét, a csokoládéfajták közül a tejcsokoládé a legnépszerűbb körükben. A legtöbben hetente néhányszor esznek csokoládét, de a cukormentes/csökkentett kalóriatartalmú csokoládé fogyasztása sokkal ritkább. A csokoládé vásárlásakor egyértelműen az íze befolyásolja leginkább a válaszadókat, ezt jóval lemaradva követi az ár, majd a csokoládé egészségessége. A megkérdezettek többsége érdeklődik a cukormentes és csökkentett kalóriatartalmú csokoládék iránt, többségük egészségtudatosságból fogyaszt ilyen termékeket. A megkérdezettek cukormentes csokoládék iránti fizetési hajlandósága nem alacsonyabb a cukorral édesített változatokhoz képest, de a fizetési hajlandóság csak ajándékba történő vásárlás esetén éri el a piaci árat, saját fogyasztásra történő vásárlás esetén többnyire elmarad attól.
Tárgyszavak:Társadalomtudományok Gazdálkodás- és szervezéstudományok magyar nyelvű folyóiratközlemény hazai lapban
folyóiratcikk
nők
fogyasztói magatartás
csokoládé
cukormentes
fizetési hajlandóság
women
consumer behaviour
chocolate
sugar-free
willingness to pay
Megjelenés:Táplálkozásmarketing. - 9 : 2 (2022), p. 3-20. -
További szerzők:Kathy Fruzsina (marketing)
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3.

001-es BibID:BIBFORM090143
Első szerző:Kiss Marietta (közgazdász)
Cím:Az európai országok nemzetközi piacszegmentációja sport- és egészségfogyasztás alapján / Kiss Marietta, Farkas Noémi Dóra
Dátum:2020
ISSN:2064-8839 2631-1380
Megjegyzések:Differences in development of European countries can be seen in many areas. Differences in household expenditure, income inequality and life expectancy have already been revealed by a number of previous studies. However, relatively little attention has been paid to the international variations in household health, sports and recreation spending. In our research, therefore, European countries were segmented on the basis of, among other things, household health, sports and recreation expenditures, pointing out that the level of these expenditures is related to other dimensions of development. As a result of our research, the authors managed to separate four clusters of European countries in terms of sports consumption and three clusters in terms of health consumption, with useful lessons for economic and social policy or profit-oriented companies considering international expansion in the health, sports and recreation markets.
Tárgyszavak:Társadalomtudományok Gazdálkodás- és szervezéstudományok magyar nyelvű folyóiratközlemény hazai lapban
folyóiratcikk
piacszegmentáció
sportfogyasztás
rekreáció
egészség
market segmentation
sports consumption
recreation
health
Megjelenés:Táplálkozásmarketing. - 7 : 2 (2020), p. 33-49. -
További szerzők:Farkas Noémi Dóra (1994-) (közgazdász)
Pályázati támogatás:EFOP-3.6.2-16-2017-00003
EFOP
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4.

001-es BibID:BIBFORM074481
Első szerző:Kiss Marietta (közgazdász)
Cím:Funkcionális élelmiszerekkel kapcsolatos attitűdvizsgálatok : Szakirodalmi áttekintés / Kiss Marietta, Kontor Enikő, Véha Miklós, Szakály Zoltán
Dátum:2018
ISSN:2064-8839
Megjegyzések:The current study of our two-part paper series dealing with psychological influences on functional food consumer behaviour focuses on attitudes towards functional foods, while the subsequent study will discuss other psychological influential factors. Several research studies have already examined attitudes towards functional foods but the wide range of available products, the significant international heterogeneity of attitudes and the diversity of the applied research methods make their comparison and generalization remarkably hard. This paper aims to organize these research studies according to specific standpoints, and based on this, to draw generalizable conclusions. Based on the literature review, we can state that attitudes towards functional foods are positive worldwide, and those attitudes have a positive effect on the purchase and consumption of functional foods. There are, of course, international differences in attitude factors that play a significant role in this positive effect, and also in the composition of those factors. These differences can be attributed primarily to the different development stages of markets. However, we can state that the most important attitude factor everywhere is the reward from using functional foods (health protection and promotion, well-being, good performance and mood) that has to be forwarded stated simply and obviously towards the consumers in marketing communication messages. Besides this, social necessity (including medicine-like effects) of and confidence in functional foods also influence the intention for consumption, thus, the healing effect can also be a useful buzzword in messages. In the less developed markets ? such as Hungary ? confidence includes the belief in the safety of the products indicating the fact that where consumers are not familiar with these products, perceived risks of functional foods can be a strong barrier to their consumption. Therefore, a key role of marketing communication messages in those markets is the reduction of perceived risks. It is worth noting, however, that functional foods cannot be seen as a homogeneous food category, thus the importance of different attitude factors may vary between the different types of food. Additionally, consumers cannot be seen as one, homogeneous group, either, therefore different marketing communication messages developed according to the attitudebased segments will be effective.
Tárgyszavak:Társadalomtudományok Gazdálkodás- és szervezéstudományok magyar nyelvű folyóiratközlemény hazai lapban
funkcionális élelmiszer
fogyasztói attitűdök
fogyasztói magatartás
élelmiszer-marketing
functional food
consumer attitudes
consumer behaviour
food marketing
Megjelenés:Táplálkozásmarketing. - 5 : 1 (2018), p. 21-34. -
További szerzők:Kontor Enikő (1963-) (közgazdász) Véha Miklós (1982-) (közgazdász) Szakály Zoltán (1965-) (agrár-közgazdász)
Pályázati támogatás:GINOP-2.3.2-15-2016-00062
GINOP
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5.

001-es BibID:BIBFORM068504
Első szerző:Kiss Marietta (közgazdász)
Cím:Az organikuscímke-hatás a marketing irodalomban: imázstranszfer, halo-hatás és jelzés / Kiss Marietta, Kontor Enikő, Kun András István
Dátum:2016
ISSN:2064-8839
Megjegyzések:Our study reviews the rapidly growing marketing literature on the organic label effect, and classifies it based on the underlying explanatory principles (theoretical background). Two broad categories of these studies are identified. The first consists of papers based on the image transfer or on the halo effect, and the second is composed of examinations built on signaling models. After reviewing 60 papers we can conclude that although the presence of the organic label effect has already been proven by many examinations in different contexts, its theoretical foundation is predominantly ad hoc: the authors of the reviewed studies do not justify that the choice of the underlying theory is the most fitting to the situation; moreover we could not find any studies comparing the relevance of the alternative explanations.
Tárgyszavak:Társadalomtudományok Gazdálkodás- és szervezéstudományok magyar nyelvű folyóiratközlemény hazai lapban
organikuscímke-hatás
imázstranszfer
halo-hatás
signaling
Megjelenés:Táplálkozásmarketing. - 3 : 1 (2016), p. 61-71. -
További szerzők:Kontor Enikő (1963-) (közgazdász) Kun András István (1978-) (közgazdász)
Internet cím:DOI
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6.

001-es BibID:BIBFORM076958
Első szerző:Kontor Enikő (közgazdász)
Cím:Egészség vagy íz? Fogyasztói dilemmák a funkcionális élelmiszerekkel kapcsolatban : Szakirodalmi áttekintés / Kontor Enikő, Szakály Zoltán, Véha Miklós, Kiss Marietta
Dátum:2018
ISSN:2064-8839
Megjegyzések:The current study of our two-part paper series is dealing with one of the most important attitude influences on functional food consumer behaviour. Namely, it focuses on "health effects vs. taste" attitude factor of functional food products, which describes the possible conflict between a pleasant taste and the health benefit of the product. This factor is analysed on the basis of two aspects of factors influencing food choice: internal (food) effects (e.g. sensory aspects) and external (non-food) effects (e.g. psychological, social, cultural factors). The most important internal (or intrinsic) characteristic is the taste of the food product. A remarkable finding of this study is that good taste is a crucial, self-relevant characteristic of any food product and bad taste would not be accepted in functional food products either. Consumers are hardly willing to compromise on the taste of functional food products for potential health benefits. Another aspect in the case of functional food products is that intrinsic product characteristics are given by the combination of the health-enhancing ingredient with the type of carrier product used. Studies have shown that functional ingredients that weaken the taste of such food products reduce their acceptance. There is a consensus in the literature that a natural match between added ingredient and carrier product increases the overall acceptance of functional food products. External (or extrinsic) characteristics, e.g. psychological and lifestyle factors, and socio-cultural differences provide further aspects of the potential conflict of "health effects vs. taste". From a psychological point of view, one may assume that an individual who chooses a functional food is committed to the products' benefits and may be willing to accept some unpleasant taste in order to achieve the desired health benefit. It has to be noted, however, that although the importance of a given health benefit may lead to the acceptance of an unpleasant taste, this acceptance is not necessarily supported by each of the health benefits. Lifestyle variables also influence the acceptance of functional foods, e.g. wellness-oriented consumers appear to be more willing to trade the taste for health benefits. However, the segment of consumers who are ready to sacrifice the taste for potential health benefits cannot be identified by using classical demographic characteristics as segmentation variables. The "health effects vs. taste" conflict is influenced by cultural differences, too. E.g. the priority of taste can be observed in whole Europe; in contrast, the preference for nutritional benefits is rather typical in the Asian countries. The final conclusion of our study is similar to that of the literature. Good taste and healthiness are not necessarily to be traded-off against each other. Hoping for consumer willingness to compromise on the taste for health is highly speculative and risky, so the ó functional food industry must develop good taste solutions. In addition to sensory perception of the food, the expectations have also been found to have an impact on the acceptance of functional food products. Consumers' expectations are highly influenced by marketing communications. In case of functional food products marketing communication is strongly based on health-related information and this information influences not only the perception of healthiness but the liking of foods, too. Hence, additional values of functional food products (health+convenience+pleasure) have to be communicated as hedonic values, emphasizing especially the role of pleasure.
Tárgyszavak:Társadalomtudományok Gazdálkodás- és szervezéstudományok magyar nyelvű folyóiratközlemény hazai lapban
funkcionális élelmiszer
fogyasztói attitűdök
fogyasztói magatartás
egészség
íz
functional food
consumer attitudes
consumer behaviour
health
taste
Megjelenés:Táplálkozásmarketing. - 5 : 2 (2018), p. 17-29. -
További szerzők:Szakály Zoltán (1965-) (agrár-közgazdász) Véha Miklós (1982-) (közgazdász) Kiss Marietta (1981-) (közgazdász)
Pályázati támogatás:GINOP-2.3.2-15-2016-00062
GINOP
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7.

001-es BibID:BIBFORM068501
Első szerző:Szakály Zoltán (agrár-közgazdász)
Cím:A személyes értékek hatása az egészségmagatartás változására és a tudatos élelmiszervásárlásra / Szakály Zoltán, Szabó Sára, Jasák Helga, Szente Viktória, Kiss Marietta
Dátum:2014
ISSN:2064-8839
Megjegyzések: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.
Tárgyszavak:Társadalomtudományok Gazdálkodás- és szervezéstudományok magyar nyelvű folyóiratközlemény hazai lapban
értékek
szegmentáció
egészségmagatartás
élelmiszervásárlás
Megjelenés:Táplálkozásmarketing. - 1 : 1-2 (2014), p. 57-71. -
További szerzők:Szabó Sára Jasák Helga (1988-) (élelmiszermarketing) Szente Viktória (1975-) (agrár) Kiss Marietta (1981-) (közgazdász)
Internet cím:DOI
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8.

001-es BibID:BIBFORM068500
Első szerző:Szakály Zoltán (agrár-közgazdász)
Cím:Funkcionális élelmiszerek, fogyasztói attitűdök és személyre szabott táplálkozás / Szakály Zoltán, Kiss Marietta, Jasák Helga
Dátum:2014
ISSN:2064-8839
Megjegyzések:The dramatic spread of the so called diseases of civilization have occurred in the last decade worldwide. Deaths caused by them have long been of the highest rate among all causes of deaths. In parallel with the spread of the diseases of civilization, population of developed countries is increasingly ageing that increases the number of inactives and those who rely on health treatment. The outlined factors pose new challenges to the food industry: it requires the development new foods that slow down the spread of the diseases of civilization that hit the humankind through their health care effect, and at the same time provide longer life in health for the ageing societies. In the decade after decoding the human genome an extremely rapid development occurred in the techniques of genomics, and in the disciplines applying genomics methods. Researches in genomics focus on how the human genome interacts with the environmental factors for determining the gene expression. Nutrition as one of the most important environmental factors has an obvious impact on the health but we have not known yet exactly what this impact is and what its mechanism is. The so called nutrigenomics ? that is a new discipline ? aims to reveal the relationships that are not yet known. The personalized nutrition is a conception that adapts the diet, the foods, and the nutrients to the unique needs of the specific person.The authors examined the relationships between the functional foods, consumer attitudes and personalized nutrition in the framework of a nation-wide representative consumer survey of 500 people. According to the results majority of the consumers (73.8%) believes that her/him nutrition (diet) follows a normal structure and all that she/he needs enters her/his body automatically. Knowing the critical health state of the population it can be stated that the high agreement portion is based on misbelieves. This is also indicated by the fact that 57.4% of consumers only eats foods that tastes good, even when it is supposedly less healthy. In the next half year almost 50% of the Hungarian population do not intend to switch to a nutrition considered healthier by themselves. Further 22% of the respondents already feel some urge to change their behavior, they compare the costs and the potential benefits of change. Only5.0% of the interviewees switched to a nutrition considered healthier by themselves in the last six months, and the rate of those who maintain the positive change is 17.4%.In the current situation there is no other option than raising awareness of the population for foods that provide excess nutrition benefits. These are the functional foods that hold important position in the education to healthy nutrition of the population. However, it is does matter in which strategy they are used by the enterprises. This applies for the development of both new technologies and new functional foods where involvement of consumers is inevitable today.The so called perception screening theory answers the solution of the anomalies between the scientific objectivity and the consumer perception. We tried to apply the perception screening theory in a new discipline, entirely unknown to the consumers. The nutrition genomics and its major application area, the personalized nutrition are novel concepts to the population to such an extent that preferences and attitudes related to them have not occurred yet. This is why it could be interesting which most important psychological processes are the ones that can lead to the adoption of the new technology, and the development of the positive consumer attitudes. According to the results Hungarianconsumers are mistrustful against the new technology and they are uncertain ? despite its obvious advantages. The not so positive attitude is likely caused by more factors together. Traditional thinking, reluctance to the new play a role in it as well as the lack of information and misbelieves related to the genetic tests. The technology is novel to the consumers to such an extent that we found significant differences between the consumer segments only in some cases, i.e. consumer preferences cannot be classified, they are highly scattered. Finally, the authors developed an optimized practical model by which the successful launch of a new functional food and its hindering factors can besecurely forecasted.
Tárgyszavak:Társadalomtudományok Gazdálkodás- és szervezéstudományok magyar nyelvű folyóiratközlemény hazai lapban
funkcionális élelmiszer
fogyasztói attitűdök
élelmiszer innováció
személyre szabott táplálkozás
Megjelenés:Táplálkozásmarketing. - 1 : 1-2 (2014), p. 3-17. -
További szerzők:Kiss Marietta (1981-) (közgazdász) Jasák Helga (1988-) (élelmiszermarketing)
Internet cím:DOI
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