Attitudes of the Lifestyle of Health and Sustainability Segment in Hungary

Zoltán Szakály, József Popp, Enikő Kontor, Sándor Kovács, Károly Pető and Helga Jasák
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Zoltán Szakály: Institute of Marketing and Commerce, Faculty of Economics and Business, University of Debrecen, 4032 Debrecen, Hungary
József Popp: Institute of Sectoral Economics and Methodology, Faculty of Economics and Business, University of Debrecen, 4032 Debrecen, Hungary
Enikő Kontor: Institute of Marketing and Commerce, Faculty of Economics and Business, University of Debrecen, 4032 Debrecen, Hungary
Sándor Kovács: Institute of Sectoral Economics and Methodology, Faculty of Economics and Business, University of Debrecen, 4032 Debrecen, Hungary
Károly Pető: Institute of Rural Development, Tourism and Sports Management, Faculty of Economics and Business, University of Debrecen, 4032 Debrecen, Hungary
Helga Jasák: Institute of Marketing and Commerce, Faculty of Economics and Business, University of Debrecen, 4032 Debrecen, Hungary

Sustainability, 2017, vol. 9, issue 10, 1-16

Abstract: The aim of the research was to define the size of the Hungarian LOHAS (Lifestyle of Health and Sustainability) consumer group by analyzing its lifestyle based on sustainable values. To achieve this goal, a representative questionnaire-based survey was carried out involving 1000 individuals in Hungary. During the value-orientated research, 25 lifestyle statements were drawn up. According to the results, five value-based segments could be distinguished. The largest cluster, the young trend followers group, reflects the characteristics of the LOHAS consumers’ lifestyle to the greatest extent. However, this segment cannot entirely be regarded as a consumer group devoted to LOHAS values, which is why a further segmentation of this group was necessary. As a result of this further segmentation, the third sub-cluster, which emphasizes the ethical (competence) statements the most, can be identified with the LOHAS consumer group, which makes up 8.7% of the Hungarian population. Further research is necessary to find out whether the situation regarding value orientation in Hungary is similar to that in other Eastern European countries whose social and cultural backgrounds are very similar. Revealing the values of the Lifestyle of Health and Sustainability segment contributes to the extension of the literature.

Keywords: lifestyle; health; sustainability; attitudes; segmentation (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:9:y:2017:i:10:p:1763-:d:113693

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