التفاصيل البيبلوغرافية
| العنوان: |
The Size and Characteristics of the LOHAS Segment in Hungary ; A LOHAS szegmens mérete és jellemzői Magyarországon ; The Size and Characteristics of the LOHAS Segment in Hungary; Size and characteristics of the LOHAS segment in Hungary |
| المؤلفون: |
Szakály, Zoltán, Pető, Károly, Popp, József, Jasák, Helga |
| المصدر: |
Táplálkozásmarketing; Vol. 2 No. 1 (2015): Táplálkozásmarketing; 11-30 ; Táplálkozásmarketing; Évf. 2 szám 1 (2015): Táplálkozásmarketing; 11-30 ; 2631-1380 ; 2064-8839 ; 10.20494/TM/2/1 |
| بيانات النشر: |
Debreceni Egyetem Gazdaságtudományi Kar |
| سنة النشر: |
2015 |
| مصطلحات موضوعية: |
sustainability, segmentation, Young trend followers, LOHAS, fenntarthatóság, szegmentálás, Fiatal trendkövetők, envir |
| الوصف: |
Until the 1990s, those exchange processes were in the focus of marketing in which the producers had the bargaining power in their hands. After realizing the limited sources and the natural challenges at the beginning of the twenty-first century, today marketing experts are interested in global issues like sustainable development and sustainable consumption. The aim of our research was to define the size of the Hungarian LOHAS consumer group by analysing its lifestyle based on sustainable values. This has been achieved in three steps. At first, the appearance of sustainable values was analysed using factor analysis. Secondly, we made the value-based lifestyle segmentation of the Hungarian consumers with the help of k-means analysis, and finally, with further segmentation, we estimated the size of the consumer group that is the most devoted to LOHAS values. In order to achieve the set objective, a nationwide representative questionnaire-based survey was carried out involving 1000 people in Hungary. During the value-orientated research, 25 lifestyle statements were drawn up. The 25 statements were grouped around 5 aspects which were the following: environmental consciousness, health consciousness, ethical values, authentic values and individualism. Results reveal that in the value order of Hungarian consumers, the characteristics showing in the direction of sustainability are present and they are separated in six value categories. They are individualist values, authentic values, environmental consciousness, ethical (competence) values, health consciousness and ethical (corporate) values. From among the value dimensions, authentic values, health and environmental consciousness, as well as ethical corporate behaviour are especially important to Hungarian consumers. According to our results five value-based segments could be separated which are Uninvolved elderly people (16.4%), Young trend followers (32.1%), Young environmentally conscious people (18.6%), Ethical traditionalists (22.6%) and also Disappointed . |
| نوع الوثيقة: |
article in journal/newspaper |
| اللغة: |
Hungarian |
| Relation: |
https://ojs.lib.unideb.hu/taplalkozasmarketing/article/view/9163 |
| الاتاحة: |
https://ojs.lib.unideb.hu/taplalkozasmarketing/article/view/9163 |
| Rights: |
undefined |
| رقم الانضمام: |
edsbas.8C25DE83 |
| قاعدة البيانات: |
BASE |