Young Consumers’ Product Perception and Consumer Motivation Towards Buying Local Products
Young Consumers’ Product Perception and Consumer Motivation Towards Buying Local Products

Author(s): Judit Beke, Marietta Balazsne Lendvai, Ildikó Kovács
Subject(s): Social Sciences, Economy
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Local products; Consumer motivation; Consumption intentions; Young consumers; Sustainability
Summary/Abstract: An important aspect of sustainable food consumption is the consumption of local food. The concept of local food is often linked to sustainability which is gaining importance in the marketing communication of food brands since it fits in with the conscious consumption intentions of young people. In addition to studying the nature and consumer perception of local products, the study explores consumer motivations of young consumers aged 18-25 using qualitative focus group research method. Based on the results, the products that young consumers are willing and motivated to buy can be identified, and the most important trigger words can also be selected. Qualitative research methods were used to identify the most significant consumer motivation elements among young consumers.

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