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EMAC 2020 Annual Conference

Personal values as underlying motives of shopping at conventional fresh food markets in Budapest

Published: May 27, 2020


Agnes Neulinger, Marketing Institute/ Corvinus University of Budapest; Tímea Bartha, Marketing Institute/ Corvinus University of Budapest


values; means-end ; market


Due to the urgency of societal adaptation to climate change and a general need for a sustainable way of living, renewed interest has been generated towards short food supply channels over conventional food chains. The present study aims to understand attribute-consequence-value patterns of fresh food market visits in Budapest with the help of means-end chain analysis. The collection of consumer satisfaction metrics during actual consumer visits to markets and semi-structured in-depth interviews using the laddering interview technique enabled the understanding of core personal values underlying young people’s cognitive process during fresh food market visits. Results demonstrate a rather low overall customer satisfaction level with fresh food markets due to the mismatch between the perceived market attributes and the expectations of customers determined by their personal values.


The research reported here was supported by the EFOP-3.6.2-16-2017-00007 research project.