Consumer behavior factors in green purchasing of food and agriculture products in Hungary

In the contemporary world, the considerable increase in population, followed by the rise in food consumption and industrial production to meet the needs of society, results in environmental destruction. Since large industries carry out the majority of production with a monopoly on the market, the importance of paying attention to this issue is felt more by these companies to boost client satisfaction and green sales. In this study, consumer behavior factors in green purchasing of food and agriculture products in Hungary is discussed. The experts in this study include management and economics professors in Hungarian universities, scientific experts, and active managers in food and agricultural industries in Hungary. Based on the opinion of these experts, it is determined that 35 sub-final factors and 6 final factors can be considered by the managers of food and green agriculture production units to improve sales and increase customer satisfaction in Hungary.

Keywords: green purchasing, consumer behavior, food and agriculture products