THE SIGNIFICANCE OF CONSUMER ETHNOCENTRISM IN THE NORTHERN GREAT PLAIN REGION

Halasi, Nóra – Nábrádi, András

Keywords: food culture, consumer satisfaction, consumer commitment. JEL: M31

DOI: https://doi.org/10.53079/GAZDALKODAS.68.2.t.pp_126-138
Hungarian consumers have a strong national consciousness, which also influences their product choices, and in addition to their price sensitivity, they often make decisions based on emotion. Ethnocentric consumers do not think it is right to buy products from abroad because they believe it negatively affects the performance of the domestic economy and increases unemployment. The study examines the knowledge and consumption habits of the inhabitants of the Northern Great Plain region regarding traditional and regional foods. According to the results of the research, the most committed to the Hungarianness of the products are female consumers and residents whose family income per capita is typically between 51-75 thousand HUF. Consumers with up to eight years of primary education are the least committed to the traditional nature of products. The results show that residents of the region are less committed to patriotism if their family income per capita is above 100 thousand HUF or if they have a higher education. Patriotism is significantly lowest in the 18-29 age group. In terms of patriotism, consumers in the 40-49 age group are the most committed, and consumers with up to eight years of primary education and vocational training or vocational school education have significantly higher levels of patriotism.
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