Functional food and consumer behaviour

Balázs Blanka Alexa (2025) Functional food and consumer behaviour. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

AbstractThis paper explores the consumption patterns and underlying motivations of Generation Z in relation to functional foods, with the aim of answering the question of whether the health-focused marketing strategies applied to these products are actually influencing consumer behaviour, or merely serving as a tool to position them as 'better choices' in a health-conscious social context. The relevance of the topic is demonstrated through a mixed-methods study involving members of Generation Z, known for their digital savviness, price sensitivity and strong values regarding well-being and sustainability.The theoretical framework is primarily based on consumer behaviour, food marketing and generational research literature, with a particular focus on how lifestyle, social media and ethical considerations influence purchasing decisions. Due to the relatively limited number of Hungarian sources on this topic, the thesis relies heavily on international studies. It also provides an overview of the functional food market, its definitions and contradictions, and the trends that have emerged post-pandemic.The research is based on both quantitative and qualitative methods. The results show that while health improvement and taste are the dominant drivers of functional food consumption, a deeper awareness of the category itself remains limited. Consumers tend to associate functionality with trendiness or peer influence, and only partially associate it with science-based health benefits. While Generation Z may value sustainability in theory, it plays a secondary role when it comes to price and convenience. As a result, health-oriented branding, similar to greenwashing in other sectors, can be an effective tool to enhance the perceived value of functional foods without necessarily requiring evidence-based functionality. This explains why many functional foods are popular despite consumers' lack of understanding of what makes them 'functional'.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	consumer behaviour, consumers' preferences, consumption, functional food, Generation Z, health consciousness, marketing
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Ápr. 09. 14:53
Utolsó módosítás:	2026. Ápr. 09. 14:53

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