@article{MTMT:33208644, title = {A magyar dinnyefogyasztói magatartás jellemzői}, url = {https://m2.mtmt.hu/api/publication/33208644}, author = {Lehota, Zsuzsanna and Lehota, József and Lencsés, Enikő and Hegedűs, Szilárd}, doi = {10.53079/GAZDALKODAS.66.5.t.pp_454-468}, journal-iso = {GAZDÁLKODÁS}, journal = {GAZDÁLKODÁS}, volume = {66}, unique-id = {33208644}, issn = {0046-5518}, abstract = {a görögdinnye és a sárgadinnye Magyarországon is a magas kedveltségű nyári gyümölcsök közé tartozik, bár a sárgadinnye kedveltsége elmarad a görögdinnyéhez képest a nagyobb vásárlási és az élettani hatásai miatt. a vásárlási preferenciák esetében szinte kizárólagos a tapasztalati terméktulajdonságok, azon belül is főleg a dinnyehús színe és nem az íze, ami meghatározó. az információkeresésre (egészségügyi hatások) épülő terméktulajdonságok szerepét a magyar fogyasztók kevésbé becsülik a nemzetközi szinthez képest, a népszerűbb görögdinnye kedvezőbb egészségügyi hatását magasabbra értékelik, bár a kulcsfontoságú pozitív egészségügyi tényezők számát és szintjét tekintve a tudomány a sárgadinnyét tartja jobbnak. a magyar dinnyefogyasztói magatartás jellemzői jelentősen eltérnek az amerikai és az ausztrál fogyasztókétól. a magyar fogyasztásban szinte kizárólagosan a friss dinynye fogyasztása jellemző, a feldolgozott termékek csaknem teljes egészében hiányoznak, holott ez tenné lehetővé a nyári hőségcsúcsok esetén a dömping levezetését így javítva az ágazat fenntarthatóságát a hulladékok és veszteségek csökkentése révén. a magyar fogyasztói magatartás keretében még ki sem alakultak azok az élelmiszertermékkategóriák, amelyek lehetővé tennék az új életstílustrendekhez (snack étel, on-the-go termék, street food alkategória) való igazodást. a fentiek alapján célszerű lenne a dinnyeprogramokban eddig követett eladásösztönzési célokat megváltoztatni, mert a friss otthoni fogyasztás erősen korlátozott, illetve ebben nem tudják a termelők a belföldi és külföldi turizmus keresleti lehetőségeit kihasználni. további kulcsfejlesztési lehetőség lenne a feldolgozókapacitás kiépítése és a feldolgozott termékek piaci bevezetése.}, year = {2022}, pages = {454-467} } @inbook{MTMT:32768862, title = {Zöldség-gyümölcs fogyasztás Covid-19 világjárvány idején}, url = {https://m2.mtmt.hu/api/publication/32768862}, author = {Szabó, Imola and Lehota, Zsuzsanna and Lehota, József}, booktitle = {A termelési függvényektől az okos gazdálkodásig}, doi = {10.35511/978-963-334-428-6-Szabo-Lehota-Lehota}, unique-id = {32768862}, year = {2022}, pages = {85-96} } @inbook{MTMT:32074157, title = {Az élelmiszerfogyasztói információ-ellátottság, a bizalom és a fogyasztói magatartás kapcsolatrendszere}, url = {https://m2.mtmt.hu/api/publication/32074157}, author = {Lehota, Zsuzsanna and Lehota, József and Komáromi, Nándor and Illés, Bálint Csaba}, booktitle = {Menedzsment válaszok a XXI. század gazdasági és társadalmi kihívásaira}, doi = {10.18515/dBEM.M2020.n01.ch14}, unique-id = {32074157}, year = {2020}, pages = {201-211}, orcid-numbers = {Illés, Bálint Csaba/0000-0001-9546-2897} } @inproceedings{MTMT:31014027, title = {INFORMATION ASYMMETRY, FEAR OF CONDUCT OPPORTUNIST AND ROLE OF UNCERTAINTY RISK IN THE HUNGARIAN FOOD SUPPLY CHAIN}, url = {https://m2.mtmt.hu/api/publication/31014027}, author = {Lehota, Zsuzsanna and Lencsés, Enikő}, booktitle = {Proceedings of the 9th International Conference on Management: "People, Planet and Profit: Sustainable business and society"}, doi = {10.17626/dBEM.ICoM.P02.2019.p080}, unique-id = {31014027}, abstract = {Purpose: According to international literature, the perceived consumer risk is higher if the product quality is not homogeny, or it is hard to adjudge it. That characteristic of the fruit and vegetable sector. The information asymmetry is the character of these market. Asymmetric information, also known as "information failure," occurs when one party to an economic transaction possesses greater material knowledge than the other party. This typically manifests when the seller possesses greater knowledge than the buyer. The aim of this paper to analyse the effects of traceability in the food supply chain to the consumers behaviour. Methodology/approach: Structural model adapted by Choe was in the focus of our research among the Hungarian food consumers attitude. In the framework of the omnibus survey, 1038 person filled in the questionnaires. This survey was representative of the Hungarian adult population in case of gender, age, domicile, and profession. The questionnaire contains questions about information asymmetry, fear of producers from the opportunist behaviour, uncertainty risk in food consumption. Interval-scale (1-5) helps to measure the willingness-topay price premium. Findings: The Hungarian food costumers estimated the information asymmetry mediumhigh. The standard deviations of the answers were very high, so we need to analyze different consumer segments separately. The main methods to decrease the information asymmetry on the fruit and vegetable market is to favour Hungarian products over the other according to the respondents. The food producers believe that Hungarian consumers preferred Hungarian food. The food risks were observed by consumers are very high, which is a very important barrier in case of increase of food consumption.}, year = {2019}, pages = {204-209} } @inproceedings{MTMT:31014020, title = {CONSUMER WILLINGNESS AND PRICE PREMIUM CHARACTERISTICS IN THE HUNGARIAN FOOD SUPPLY CHAIN}, url = {https://m2.mtmt.hu/api/publication/31014020}, author = {Lehota, Zsuzsanna and Lencsés, Enikő}, booktitle = {Proceedings of the 9th International Conference on Management: "People, Planet and Profit: Sustainable business and society"}, doi = {10.17626/dBEM.ICoM.P02.2019.p079}, unique-id = {31014020}, abstract = {Purpose: The food consumers may confidently rely on information about product characteristics and their previous shopping experiences under traditional food choice condition. Due to changes in trends, the decision-making of the customers becomes more difficult, and their own previous shopping experiences become unreliable. The nonmeasurable (qualitative) product characteristics are increasingly important for the food consumer, for example, personal benefits, social advantage, and community preferences, ethical issues, technology to be used in processing. The costumers’ intention of re-purchase is a key-factor for the producer. Additional costs should be expected for the producers if they want to fit the food-safety regulation and changed consumers requirements (origin of the product). Because of this it is very import to examine the willingness-to-pay price premium of consumers. Our paper aims to examine the connection between the follow-up/monitoring and its effect on the food consumers’ attitude, which is the key process of supply chain management. We examine the correlation between re-purchase willingness and the willingness-to-pay price premium. Methodology/approach: Structural model adapted by Choe was in the focus of our research among the Hungarian food consumers attitude. In the framework of the omnibus survey, 1038 person filled in the questionnaires. This survey was representative of the Hungarian adult population in case of gender, age, domicile, and profession. The questionnaire contains questions about food risk, purchasing behaviour, willingness-to-pay premium, value system, non-food risk, sustainable consumption, and culture. Interval-scale (1-5) helps to measure the willingness-to-pay price premium. Findings: The purchase-willingness of the Hungarian food-consumers are very low in the case in low-risk foods. It reached the medium level in the case of seasonal foods, local foods, and free-range animals. On condition of the organic foods, the purchase willingness is very low. The standard deviations of the answers were very high, so we need to analyze different consumer segments separately. The high demand for risky foods is due to the low-income level, high food price, and the low level of awareness of consumers. The average of the willingness-to-pay price premium is very low. In the case of Hungarian consumers, the willingness-to-pay price premium is very low on organic and fair-trade food.}, year = {2019}, pages = {199-203} } @inproceedings{MTMT:31014008, title = {PRODUCT DIAGNOSTIC, INFORMATION SUPPLY AND TRUST IN THE HUNGARIAN FOOD SUPPLY CHAIN}, url = {https://m2.mtmt.hu/api/publication/31014008}, author = {Lehota, Zsuzsanna and Lencsés, Enikő}, booktitle = {Proceedings of the 9th International Conference on Management: "People, Planet and Profit: Sustainable business and society"}, doi = {10.17626/dBEM.ICoM.P02.2019.p078}, unique-id = {31014008}, abstract = {Purpose: Food market typically is a saturated market in developed countries. It is true for both the fresh and processed food market. The attitude of customers and consumers becomes more and more critical point in the supply chain. Previously the push strategy was typical but nowadays it being turned into pull strategy. The number of food safety problems are increasing, and it led to food scandal. The food scandals have a high impact on food consumption. These impacts affect food boycotts, which the consumption significantly reduced in a short time. In the long-time food scandals lead to more and more strict food safety rules and regulations. The other trend of consumers behaviour is the differentiation of the value. Traditionally the value was connected to the organoleptic characteristics, determinants of health, process characteristics. Nevertheless, the convenience factors, environmental effects of the products, social effects, and ethical concerns are becoming more and more important in the point of value determination. The new elements in the value determination are categorised as credence products parameters which based on reliability of information. In case of lack of trust and confidence, the level of perceived risk is relatively high. The high perceived risks are attributable to a lack of information and knowledge. The aim of this paper to analyze the effects of traceability in the food supply chain to the consumers behaviour. Methodology/approach: Structural model adapted by Choe was in the focus of our research among the Hungarian food consumers attitude. In the framework of the omnibus survey, 1038 person filled in the questionnaires. This survey was representative of the Hungarian adult population in case of gender, age, domicile, and profession. The questionnaire contains questions about information supply, trust, and product diagnostic (external and internal quality, flavour, freshness, indication of geographical origin, water consumption in the production, etc.). Interval-scale (1-5) helps to measure the variables. Findings: The consumers determine the product characteristics heterogeneity. The standard deviations of the answers were very high, so we need to analyze different consumer segments separately. Hungarian consumers behaviour is the opposite of international trends. Among Hungarian food consumers, traditional food characteristics are more important than the new effects (sustainability production, ethical issue, guarantee). The direct parameters are more important than the indirect (brand, trademark, origin). The consumers lean on their previous experiments. Social implications: raise awareness among the consumers is the most import point in case of upgrade the monitoring system in the food supply chain. Consumer awareness and conscious consumer behaviour are the basics of the monitoring system. The Hungarian food industry needs to pay more attention to consumer safety and exchanges of information.}, year = {2019}, pages = {192-198} } @{MTMT:30806449, title = {INFORMATION ASYMMETRY, FEARS OF OPPORTUNISTIC CUSTOMER BEHAVIOUR AND UNCERTAINTY RISK IN THE HUNGARIAN FOOD SUPPLY CHAIN}, url = {https://m2.mtmt.hu/api/publication/30806449}, author = {Lehota, Zsuzsanna and Lencsés, Enikő}, booktitle = {Book of Abstracts of the 9th International Conference on Management : "People, Planet and Profit: Sustainable business and society" : 9th ICoM 2019}, unique-id = {30806449}, abstract = {Purpose: according to the international literature the perceived consumer risk is higher if the product quality is not homogeny or it is hard to adjudged it. That characteristic of the fruit and vegetable sector. The information asymmetry is the character of these market. Asymmetric information, also known as "information failure," occurs when one party to an economic transaction possesses greater material knowledge than the other party. This typically manifests when the seller possesses greater knowledge than the buyer. The aim of this paper to analyse the effects of traceability in food supply chain to the consumers behaviour. Methodology/approach: structural model adapted by Choe was in the focus of our research among the Hungarian food consumers attitude. In the framework of omnibus survey 1038 person filled in the questionnaires. This survey was representative for the Hungarian adult population in case of gender, age, domicile and profession. The questionnaire contains questions about information asymmetry, fear of producers from the opportunist behaviour, uncertainty risk in food consumption. Interval-scale (1-5) helps to measure the willingness-topay price premium. Findings: the Hungarian food costumers estimated the information asymmetry medium high. The standard deviations of the answers were very high, so we need to make the analysis in different consumer segments separately. The main methods to decrease the information asymmetry on the fruit and vegetable market is that to favour Hungarian products over the other according to the respondents. The food producers believe that the Hungarian consumers preferred Hungarian food. The food risks were observed by consumers are very high which is a very important barrier in case of increase of food consumption.}, year = {2019}, pages = {125-125} } @{MTMT:30806371, title = {CONSUMER WILLINGNESS-TO-PAY TO PRICE PREMIUM CHARACTERISTICS IN THE HUNGARIAN FOOD SUPPLY CHAIN}, url = {https://m2.mtmt.hu/api/publication/30806371}, author = {Lehota, Zsuzsanna and Lencsés, Enikő}, booktitle = {Book of Abstracts of the 9th International Conference on Management : "People, Planet and Profit: Sustainable business and society" : 9th ICoM 2019}, unique-id = {30806371}, abstract = {Purpose: The food consumers may confidently rely on information about product characteristics and their previous shopping experiences under traditional food choice condition. Due to changes in trends the decision-making of the costumers becomes more difficult and their own previous shopping experiences becomes unreliable. The nonmeasurable (qualitative) product characteristics are increasingly important for the food consumer for example personal benefits, social advantage and community preferences, ethical issues, technology to be used in processing. The costumers’ intention of re-purchase is a keyfactor for the producer. Additional costs should be expected for the producers if they want to fit the food-safety regulation and changed consumers requirements (origin of the product). Because of this is very import to examine the willingness-to-pay price premium of consumers. The aim of our paper is to examine the connection between the follow-up/monitoring and its effect on the food consumers’ attitude which is the key-process of the supply chain management. We examine the correlation between the re-purchase willingness and the willingness-to-pay price premium. Methodology/approach: Structural model adapted by Choe was in the focus of our research among the Hungarian food consumers attitude. In the framework of omnibus survey 1038 person filled in the questionnaires. This survey was representative for the Hungarian adult population in case of gender, age, domicile and profession. The questionnaire contains questions about food risk, purchasing behaviour, willingness-to-pay premium, value system, non-food risk, sustainable consumption and culture. Interval-scale (1-5) helps to measure the willingness-to-pay price premium. Findings: The purchase-willingness of the Hungarian food-consumers are very low in case in low-risk foods. It reached the medium level in the case of seasonal foods, local foods and free-range animals. On condition of the organic foods the purchase willingness is very low. The standard deviations of the answers were very high, so we need to make the analysis in different consumer segments separately. The high demand for risky foods is due to the lowincome level, high food price and the low level of awareness of consumers. The average of the willingness-to-pay price premium is very low. In case of Hungarian consumers the willingness-to-pay price premium is very low on the organic and fair-trade food.}, year = {2019}, pages = {124-124} } @{MTMT:30806367, title = {PRODUCT DIAGNOSTICS, INFORMATION SUPPLY AND TRUST IN THE HUNGARIAN FOOD SUPPLY CHAIN}, url = {https://m2.mtmt.hu/api/publication/30806367}, author = {Lehota, Zsuzsanna and Lencsés, Enikő}, booktitle = {Book of Abstracts of the 9th International Conference on Management : "People, Planet and Profit: Sustainable business and society" : 9th ICoM 2019}, unique-id = {30806367}, abstract = {Purpose: Food market typically is a saturated market in developed countries. It is true for both the fresh and processed food market. The attitude of costumers and consumers becomes more and more critical point in the supply chain. Previously the push strategy was typical but nowadays it being turned into pull strategy. The number of the food safety problems are increasing, and it led to food scandal. The food scandals have a high impact on food consumption. These impacts affect food boycotts which the consumption significantly reduced in short time. In the long-time food scandals lead to more and more strict food safety rules and regulations. The other trend of consumers behaviour is the differentiation of the value. Traditionally the value was connected to the organoleptic characteristics, determinants of health, process characteristics. Nevertheless, the convenience factors, environmental effects of the products, social effects and ethical concerns are becoming more and more important in the point of value determination. The new elements in the value determination are categorised as credence products parameters which based on reliability of information. In case of lack of trust and confidence the level of perceived risk is relatively high. The high perceived risks are attributable to lack of information and knowledge. The aim of this paper to analyse the effects of traceability in food supply chain to the consumers behaviour. Methodology/approach: Structural model adapted by Choe was in the focus of our research among the Hungarian food consumers attitude. In the framework of omnibus survey 1038 person filled in the questionnaires. This survey was representative for the Hungarian adult population in case of gender, age, domicile and profession. The questionnaire contains questions about information supply, trust and product diagnostic (external and internal quality, flavour, freshness, indication of geographical origin, water consumption in the production, etc.). Interval-scale (1-5) helps to measure the willingness-to-pay price premium. Findings: The consumers determine the product characteristics heterogeneity. The standard deviations of the answers were very high, so we need to make the analysis in different consumer segments separately. The Hungarian consumers behaviour is opposite of the international trends. Among Hungarian food consumers the traditional food characteristics are more important than the new effects (sustainability production, ethical issue, guarantee). The direct parameters are more important thank the indirect (brand, trademark, origin). The consumers lean on their own previous experiments. Social implications: raise the awareness among the consumers is the most import point in case of upgrade the monitoring system in the food supply chain. The consumer awareness and conscious consumer behaviour are the basics of the monitoring system. Hungarian food industry needs to pay more attention to consumer safety and exchanges of information.}, year = {2019}, pages = {123-123} } @inproceedings{MTMT:30687702, title = {Az élelmiszerfogyasztói információ-ellátottság, a bizalom és a fogyasztói magatartás kapcsolatrendszere}, url = {https://m2.mtmt.hu/api/publication/30687702}, author = {Lehota, Zsuzsanna and Lehota, József and Komáromi, Nándor and Illés, Bálint Csaba}, booktitle = {Proceedings of the International Conference "Business and Management Sciences: New Challenges in Theory And Practice" = "Gazdálkodás- és szervezéstudomány: Új kihívások az elméletben és gyakorlatban" nemzetközi tudományos konferencia tanulmánykötete, vol 2}, unique-id = {30687702}, year = {2018}, pages = {653-661}, orcid-numbers = {Illés, Bálint Csaba/0000-0001-9546-2897} }