Quality. Local. Social. What else? – Which factors motivate consumers to participate in alternative food networks in Hungary?

Anna Torok; Ágnes Neulinger; György Pataki; Fanni Bársony; Orsolya Lazányi

doi:10.33776/riesise.v3i0.4543

Anna Torok Universidad Corvinus de Budapest
Ágnes Neulinger
György Pataki
Fanni Bársony
Orsolya Lazányi

DOI: https://doi.org/10.33776/riesise.v3i0.4543

Palabras clave:

Redes alimentarias alternativas, elección de comida, motivación del consumidor, Teoría de las Necesidades de Maslow

Resumen

Los casos de redes de comida alternativa surgen en muchos países del mundo. También están creciendo en Hungría, aunque estos movimientos aún se encuentran en una etapa temprana de desarrollo (Benedek & Balázs, 2014a). El presente estudio tiene como objetivo profundizar nuestra comprensión de la experiencia personal de los participantes en las redes en Hungría al revelar su motivación para participar. Este artículo presenta la investigación empírica realizada entre miembros de diferentes redes ubicadas en Hungría. A partir del análisis de entrevistas cualitativas, los principales factores motivacionales son identificados por los diferentes tipos de redes. Se pueden clasificar dos tipos de factores motivacionales: factores individuales y comunitarios. Los factores individuales van desde factores basados en la seguridad hasta factores relacionados con la autorrealización, en línea con el modelo clásico de la teoría de las necesidades de Maslow (1943). Los factores de motivación basados en la comunidad van desde motivaciones directamente relacionadas con la comunidad en torno a la comida hasta ideas abstractas relacionadas con el sistema alimentario.

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Biografía del autor/a

Anna Torok, Universidad Corvinus de Budapest

Department of market research and consumer behavior

Second year pHd student in marketing, teaching international marketing for BA students

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Calidad. Local. Social. ¿Qué más? - ¿Qué factores motivan a los consumidores a participar en redes alimentarias alternativas en Hungría?