Contents Figures Tables

Contents RESEARCH PURPOSE, REASONING OF TOPIC CHOICE ................................................................ 3 THEORETICAL BACKGROUND, SURVEY OF LITERATURE .......................................................... 5 RESEARCH SURVEY .................................................................................................................. 11 RESEARCH RESULTS, EVALUATION OF HYPOTHESES ................................................................ 14 Evaluation of Hypotheses ............................................................................................... 15 New Research Results ..................................................................................................... 20 RESEARCH CONSTRAINTS, CHANCES OF AP P LIC A T IO N ......................................................... 20 RELATED PUBLICATIONS, CONFERENCES ................................................................................. 22 Conference Presentations in English ............................................................................... 22 Conference Presentations in Hungarian .......................................................................... 22 Publications in English .................................................................................................... 24 Publications in Hungarian ............................................................................................... 24

Figures Figure 1 Figure 2 Figure 3 Figure 4 Figure 5 Figure 6 Figure 7 Figure 8

Number of organic farms in Hungary .................................................................. 3 Ratio of organic farming area in EU (27) countries by regions ........................... 4 Relationship of organic consumption with the economy, health and environmental protection ..................................... 6 Structure of the survey in 2006 by categories and ages ...................................... 12 Obtaining of first information about the bio/eco/organic foods .......................... 16 Date of first purchase of bio/eco/organic food products ..................................... 16 Expectable ratio of respondent’s own organic consumption till 2010 ................ 17 Causes of non-consumption of organic foods ..................................................... 18

Tables Table 1 Table 2 Table 3 Table 4 Table 5 Table 6

Nitrate contents of vegetables, depending on the kind of farming ....................... 8 Analytic results of traditional and organic vegetables ......................................... 8 Hypotheses H1 – H2 – H3 – H4, and the concerning theses ............................... 15 Hypotheses H5 – H6 – H7, and the concerning theses ....................................... 18 The non-verified H8 – H9 – H10 hypotheses ...................................................... 19 Hypothesis H11 – to be investigated by a future research .................................. 19

RESEARCH PURPOSE, REASONING OF TOPIC CHOICE My choice of research topic has been determined by my economic qualification. As I postulated, the organic farming is a relevant success factor, the extension of which – due to the modernization of production and product structure – results in an innovative development of economy, a growing profitability and competitiveness of our domestic agrarian products. This is a prevailing trend as in the number ratio of organic farms as in the ratio of their cultivated area and, its relevance is confirmed by the switch in 2005 which is proved not a temporary but an enduring decline.

1600 1400 1200 1000 800 600 400 200

20 07

20 06

20 05

20 04

20 03

20 02

20 01

20 00

19 99

0 19 98

Number of enterpreneurships

DEVELOPMENT OF ORGANIC FARMING IN HUNGARY

Figure 1: Number of organic farms in Hungary Own construct, source: Roszik, P. et al. (2008): Jelentés a Biokontroll Hungária Nonprofit Kft. 2007. éves tevékenységérEl. 2. o. http://biokontroll.hu/evesjelentes.php (2008. 03. 31.).

The precondition of organic farming is, however, the effective demand, due to which I started to disclose this range of problems by consumption aspects. As my concrete research purpose, I have chosen the investigation of willingness to the organic consumption, of its motivating and restraining factors. As I hope, these significantly will change in our country as well and, it widely will impact on the product strategy and product policy of organic farmers, organic food processing and trading companies. The research of deeper cross-impacts of this range of topics has been justified by the fact too, that – despite of the earlier dynamic extension of our domestic organic farming and, of our pioneer role – our ranking order is non favorable, either in the European Union or compared to the countries of Middle-East-European region. The following figure illustrates the ratio of organic farming area, categorized by regions of the EU (27) countries. 3

14,00% 12,00% 10,00% 8,00% 6,00% 4,00% 2,00%

CEE

-

WE -

SE

-

To Ire UK ta l a l t nd he EU

0,00% La C ze E tv Sl ch sto ia ov Re n ak pu ia R bl ep ic u Sl bl ov ic Li en th ia u H ani un a g Po ar y l R an om d B a ni ul a g A aria us tr ia G Ita Lu erm ly x a N em ny et b he ur rla g B nd el s gi u Fr m an G ce re Po ec rt e ug Sp al C ain yp ru M s Sw alt ed a Fi en D nla en n m d ar k

Area of Organic Farming (%)

ORGANIC & IN-CONVERSION AGRICULTURAL LAND IN THE EUROPEAN UNION - 2007.12.31.

NE countries

Figure 2: Ratio of organic farming area in EU (27) countries by regions CEE = Middle-East-Europe, WE = Western-Europe, SE = South-EU, NE = North-EU Own construct, source: Organic and In-conversion Agricultural Land and Farms in the EU (EU 27). 31.12.2007, FiBL-Survey in Progress, data are continually updated. Last update: July, 2008. Research Institute of Organic Agriculture FiBL, CH-5070 Frick, http://www.fibl.org URL http://www.organic-europe.net/europe_eu/statistics

The fundamental economic motivation of my topic choice has been extended by my personal interest in the retainment of human health and, in the protection of natural environment. Consequently, the research serves to these both purposes of vital importance of our social and economic life as well. •

•

Based on the relationship between the health stage of our population and the healthy nutrition, serious illnesses could be prevented by the organic consumption. The chemicals used to increase the yield and against insects are, namely, dangerous not only to animals and plants but to the overall living nature, that is they are harmful to the human health as well. The essence of organic farming is the environment-friend technology, this serves to the protection of natural environment and, this assures the conditions of sustainable development for the future generations.

The protection of health and of natural environment, the assurance of conditions of sustainable development are enduring, persistent values for our society and, for its members. These are such treasures, unable to express in financial value, which we perceive just if they are in danger. 4

At the same time, we have to face a massive counter-interest, first of all of the traditional agrarian farming, using chemicals and, of the chemical and pharmaceutical industries, having a huge capital force, against of the economic power of which, the organic farming SMEs are not likely to have any competitive chances. I analyzed this competitive situation more detailed too, based on the five competitive factors of Porter’s model. As a practical purpose of research, I intended to transfer my proposals to organic farmers, users of food industry, catering and merchant companies, based on my research results, starting with a broad survey of consumer needs. This intention targets the development and practical application of a new, adaptive product strategy and more rational, more appropriate marketing tools at these companies.

THEORETICAL BACKGROUND, SURVEY OF LITERATURE During the elaboration of literature concerned, I started with the forecasts of trend researches and, from a report of Washington Worldwatch Institute about the process, leading to a sustainable society.1 According to these sources, prevalent changes of consumer behavior are to be anticipated, which are to be followed-up by new product policy, product strategy and new marketing of enterprises. A high level fulfilment of individual needs of widely differentiating, more and more provocative so-called prosumers requires a more extensive and established market research and, a regular and flexible follow-up of changes of consumer behavior.2 The elaboration of literature confirmed that the relevance factors of organic consumption have close and mutual relationships of causes and consequences with each other, as it is to be seen in the following figure. Accordingly, the reason of organic consumption is the health protection, the prevention of illnesses and, as its consequences, the protection of our natural environment and, the increase of our economic competitiveness might be defined. Focusing to the illness prevention as to reason, the organic consumption may increase by appropriate tools and, the increasing consumption motivates the extension of organic farming, resulting in a more up-to-date product structure. The pre-condition of a modern product structure is the environment-friend technology. As an indirect impact of organic consumption, the use of chemicals decreases, enhancing the environmental protection. The environment-consciuous view of thinking reacts to the use of environment-friend products and technologies, further –––––––––––– 1 2

A világ helyzete 2003. A washingtoni Worldwatch Institute jelentése a fenntartható társadalomhoz vezetE folyamatról. Föld Napja Alapítvány. Gerken, Gerd (1993): A 2000. év trendjei. Az üzleti világ az információs társadalomban. Akadémiai Kiadó, Budapest, 18–19. o.

5

reinforcing the attractiveness of organic farming, our economic competitiveness and, consequently, it impacts on the profitability as well.

ENVIRONMENT, NUTRITION HEALTH PROTECTION, PREVENTION

NATIONAL HEALTH AFFAIRES

UNIQUE IMPACTS ON THE OWN HEALTH

ORGANIC FARMING

ECONOMIC COMPETITIVENESS, PROFITABILITY

ORGANIC CONSUMPTION

ENVIRONMENT PROTECTION

SOCIAL MARKETING

TOTAL INCOME OF SOCIETY

Figure 3: Relationship of organic consumption with the economy, health and environmental protection Source: own construct, based on elaboration of the relevant literature.

Similarly complex relationships and cross-impacts prevail between the health protection, the illness prevention – as the key motivator – and the organic consumption. The organic consumption – by a more consciuous health care – leads to a more healthy food consumption. By this way, preventive health care and, a decreasing risk of serious illnesses is to be anticipated. Trend research institutes called the attention as well to the necessity of healthy nutrition or rather, to the dangers of erroneous life style and unhealthy alimentation, referring to the responsibility for our health.3 The indirect impact of organic consumption on health care prevails via environment-protective technology of organic farming. According to the literature, approximately 50% of overall impact of four most relevant health-influencing factors (inheritance, behavior, public health care and natural environment) depends on the person and, further 50% on the environment. Herein, the impact of public health care is estimated as 10% and, the role of unharmed environment approximately 40%. This means, the protection of the natural environment is our basic interest, because: „The illness is the answer of individual to the environmental impacts, the emergence and structure of illnesses are characteristic ones to the general stage of environment (in developed countries, the heart-, circulational –––––––––––– 3

6

Popcorn, Faith–Marigold, Lys (1992): A Popcorn jelentés (The Popcorn Report). Harper Business, New York. In: Kotler, Philip (2000): Kotler a marketingrEl. Jönni, látni, gyEzni – a piacon. Park Kiadó, Budapest, 104–105. o.

and tumorous symptoms dominate, since in developing countries the infectious ones.)”4 The literature concretely and detailed deals with the harming impacts of pesticides on the human health.5 These chemicals harm the human organism by carcinogen, mutagen, teratogen, hormon-modulative and immun-modulative impacts (that is they may cause cancer, modify the structure of genetic information, cause monstrous birth, lead to troublous sexual trait or, diminish the defensive force of human organism).6 Their accumulative or concentrative impactmechanisms may lead to serious and incurable illnesses.7 „According to our actual knowledge ... the majority, about 75-80% of malignant tumors emerge due to outward, environmental factors, among them from unsuitable habits of alimentation – and only the rest of them evolve due to inward causes.”8 Opposite to the continuous improvement of health stage of WesternEuropean population, several sources of medical literature judge the health of Hungarian population is crucial. This is justified by an international comparison in 1998-1999 as well, referred authors of which establish that a Hungarian citizen’s expectable life time is 8-10 years less than citizens’ of developed countries and, the mortality rate (13,5‰) is twice as high as in the last three countries of the list.9 As direct consequences of Hungarian population’s crucial health stage, there are to be emphasized the social cost increasing impacts of public health care needs, the decline of employees’ efficiency and, the decrease of social income. The literature attributes a significant role to the environment pollution in development of leading causes of demise, among them to symptoms of hearth and vascular system, tumors, illnesses of breathing and digestive organs. According to a source, the sick-pay, pension to disablement, expenses to treatments in hospital and to medicaments, the ambulance costs and other health care expenses amount in Hungary more hundred billion HUF yearly.10 All these facts are confirmed by the domestic (KSH) and international (OECD) statistical data as well. The organic farming and the organic food production is able to yield healthy and marketattractive foods, raw materials – retaining the land, the living environment and, within it, the human living area and values. The both alternatives of food production may, among others, be compared by numeric indicators, e.g. by nitrate contents of various vegetables.

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Dési Illés (2002): Környezetegészségtan. Juhász Gyula FelsEoktatási Kiadó, Szeged, 15–17. o. Ember István (szerk. 2006): Környezet-egészségtan. Dialóg Campus Kiadó, Budapest–Pécs, 285–288. o. Darvas Béla (2003): NövényvédE szerek másodlagos hatásai. In: Laczó Ferenc (szerk. 2004): Kémiai és genetikai biztonság a mezEgazdaságban. Környezettudományi Központ, Budapest. Darvas Béla MTA Növényvédelmi Kutató Intézete – Rádióinterjú MR1 Kossuth Rádió, 2008. április 5. Dési Illés (2002): Környezetegészségtan. Juhász Gyula FelsEoktatási Kiadó, Szeged, 160. o. Szakály Zoltán–Berke Szilárd: A táplálkozás, a minEség és a marketing kapcsolata élelmiszereknél. In: Berács József–Lehota József–Piskóti István–Rekettye Gábor (szerk. 2004): Marketingelmélet a gyakorlatban. KJK–KERSZÖV Jogi és Üzleti Kiadó Kft., Budapest, 320–321. o. Ember István (szerk. 2006): Környezet-egészségtan. Dialóg Campus Kiadó, Budapest–Pécs, 16–17. o.

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VEGETABLE

GREENHOUSE-

OUTDOORS-

ORGANIC

GROWING

FARMING

FARMING

Radish

286…453

153…383

27…131

Summer radish – white

292…496

168…377

42…123

–

177…438

17…46

368…661

156…329

6…119

Beetroot

18…536

5…180

Spinach– fresh – freezed – bottled

51…270

16…110 34…148 60…120

Mangold

180…620

50…160

Endivia salad

106

20…40

Celery – root – stem

70…200 40…220

10…50 15…50

Winter radish – black Lettuce

Table 1: Nitrate contents of vegetables, depending on the kind of farming (mg/100 g) Source: Márai Géza (2003): Az agrár-környezetgazdálkodás és a bio-élelmiszertermelés. In: Laczó Ferenc (szerk. 2004): Kémiai és genetikai biztonság a mezEgazdaságban. Környezettudományi Központ, Budapest, 105. o.

Another aspect of comparison, the vitamin and mineral content of foods, being necessary to a healthy function of human organism and, to prevent the deficiency-syndromes, depends on the way of farming as well. In the following table is to be seen that the mineral content of vegetables, deriving from traditional farming is significantly lower and, the human organism could compliment it only by a surplus of consumption.

PRODUCT French bean ORGANIC Cabbage ORGANIC Lettuce ORGANIC Tomato ORGANIC Spinach ORGANIC

P 4,04 10,45 6,12 10,38 7,01 24,48 6,07 14,20 12,38 28,56

MG 0,22 0,36 0,18 0,38 0,22 0,43 0,16 0,35 0,27 0,52

NA

MN

CU

15,5 40,5 17,5 60,0 16,0 71,0 4,5 23,0 47,5 96,0

14,8 60,0 13,6 43,6 13,1 49,3 4,5 59,2 16,9 203,9

29,1 99,7 23,7 148,3 53,7 176 58,5 148,3 84,6 237,0

CA 10 73 7 42 6 37 3 36 12 88

K 2 60 2 13 1 169 1 68 1 117

B 10 227 20 94 9 516 1 1938 49 1584

Table 2: Analytic results of traditional and organic vegetables (Quantities in ppm, in proportion to total anhydrous material) Source: Frühwald Ferenc (1998), presentation at Biokultúra Scientific Conference. In: Laczó Ferenc (szerk. 2004): Kémiai és genetikai biztonság a mezEgazdaságban. Környezettudományi Központ, Budapest, 106. o.

8

FE 6 69 0,4 48 3 60 0 53 0,3 32

Accordingly, the organic food products represent a well-communicable, innovative product surplus, compared to the traditional ones, produced by use of chemicals and by genetic manipulation. Their consumption is more healthy, the product surplus means the lack of health harming materials. The differentiating character is, however, mainly or absolutely invisible and, therefore, consumers should be informed about it – among others by the eco/bio/organic brand marking and logo which serve, at the same time, as a warranty of genuineness of an organic product as well.

Based on the described relationships, the organic farming, the public health care and the environmental protection are in close connection to my research area. Consequently, I have got authentic answers to their scientific reasonability from competent literature sources. I searched for answers about the relationship of food consumption and health from József Lehota’s and Zoltán Szakály’s works, about the coherence of environment with health from Illés Dési’s and István Ember’s works. As prime factors, I surveyed the publications in the area of environmental economy from Sándor Kerekes, József Kindler, János Szlávik, Károly Kiss, Béla Darvas, Mária Csutora and, in the area of organic farming from Géza Márai, László Radics and Szabolcs Seléndy. In the area of practical application, I established my research – besides a common initiation of Szent István University and of Nyitott Kert Alapítvány (Open Garden Foundation)11 – on the publications, announcements and internet sources of Biokontroll Hungária Nonprofit Ltd., Ökogarancia Hungária Ltd. and Magyar Biokultúra Szövetség (Hungarian Organic Culture Association). Concerning the international comparisons, I based my works on the research results of FiBL Research Institute of Organic Agriculture and of SOEL Organic Agriculture Worldwide, having been published and regularly updated on the internet.

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Vadovics Edina–Hayes, Matthew (2007): Nyitott kert – egy helyi bioélelmiszer hálózat Magyarországon. In: Vadovics Edina–Gulyás Emese (szerk.) „Fenntartható Fogyasztás Magyarországon 2007.” c. Tudományos Konferencia 2007. december 17. konferenciakötete. Corvinus Egyetem, Budapest, 237–258. o.

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Collating the scientific literature with the entrepreneurial practice, I searched for answer to the question, how the domestic extension of organic food consumption impacts on the consumer behavior, on the product strategy of companies and, on the opportunities of application of more relevant marketing techniques. Based on the international researches referred above and, on the results of elaboration of scientific literature I concluded that – as a complex solution of this sphere of problems – a more intensive marketing activity and the promotion of social marketing could be successfully applied in our domestic practice as well. In terms of the green marketing movement,12 started in the 1990’s, the top innovative US companies reacted for example by developing so-called green technologies to the environment-friend, environment protecting initiatives. The social marketing13 dispersed especially in the areas of public health care, security and environmental protection, and its purpose is the application of marketing tools, in order to change the consumers’ habits of alimentation – in a voluntary basis, for the common good. This is wide-spreading in the developed World, despite of the fact that the consumption of traditional foods is nowadays yet more comfortable, more conventional and cheaper than of organic ones and, the spread becomes more intensive even despite of profit interests of the traditional food commerce. The practice of neighboring countries may mediate us positive examples. Austria for instance, after its first agrarian-environment-protective program in 1995, started with a newer program for increasing the efficiency and, for informing consumers about the economic expedience of organic consumption.14 In the Czech Republic in turn, the social marketing is under the competence of Ministry of Agriculture and, the implementation of a project of similar purpose is in progress with the participation of Ministry of Environmental protection.15 During my research work, I paid therefore accentuated attention to the marketing literature, primarily to publications from Philip Kotler, László Józsa, József Lehota, Zoltán Veres, András Bauer, József Berács, László Dinya, István Piskóti, Erzsébet Hetesi, Gábor Rekettye. In the area of consumer behavior, I surveyed works from Mária TörEcsik and Ágnes Hofmeister-Tóth, in the area of food-consumers’ behavior from József Lehota and his co-authors, Zoltán Szakály and co-authors, in the area of product strategy from László Józsa, Mária TörEcsik and Judit Varsányi. Concerning the new-style marketing research, László Józsa’s publications offer opportunity to companies. The adaptation of marketing approach may be established via trend researches by Mária TörEcsik and, via competitiveness and strategy ––––––––––––

12 13 14 15

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Philip Kotler–Kevin Lane Keller (2006): Marketing-menedzsment. Akadémiai Kiadó, Budapest, 144. o. Kotler, Philip–Zaltman, Gerald (1971): Social Marketing, An Approach to Planned Social Change, Journal of Marketing, July, 3–12. o. Klingbacher, Elisabeth–Pohl, Alexandra: Organic Farming in Austria 2004. FiBL Research Institute of Organic Agriculture, Frick http://www.organic-europe.net/country_reports/austria/default.asp 2008-07-31. Dytrtová, Karolína et al.: Organic farming in the Czech Republic 2006 FiBL Research Institute of Organic Agriculture, Frick http://www.organic-europe.net/country_reports/czech_republic/default.asp 2008-07-31.

researches by Judit Varsányi, respectively. The product and price policy at companies can be supported by Gábor Rekettye’s scientific works. In the terminal step of my research, the survey of anticipatory regional impacts of new challenges of our EU-assessment has been based on the domestic regional researches, directed by János Rechnitzer and published by him and co-authors.

RESEARCH SURVEY For the research of consumer behavior of organic foods, I engineered a questionnaire-survey. Deep-interviews are to be applied, furthermore, for the future researches of business behaviors and product strategies at producing, commercial, food processing and catering trade companies. Accordingly, I built-up and implemented the schedule of my research plan as follows: • •

Data collection and processing, evaluating international, industrial and regional statistics. Elaboration of concerning scientific literature and practical application of particular analytic methods to the organic farming (Porter’s five-factor model of competition Pareto’s ABC-analysis, SWOT-analysis).

•

Engineering questionnaires for consumers, producer, commercial and food processing companies. I regarded advisable to start the research with inhabitants’ needs, than to continue it at companies, selecting them from the industrial, catering users and commercial sellers of products. The so surveyed needs may deliver useful market information, exploitable direct results to the producers as well, in order to establish their competitiveness in international markets. In the consumerial questionnaire – in extent of four pages – I expected answers to my detailed questions about the consumption of organic foods. (See in the Annex of my dissertation.) The questionnaire-survey has been performed in two steps. In the first step – among university and college students – in Fall semester 2005, the sample included 275 persons (133 persons in Budapest, 134 regular university students, seven distance learning students and one university lecturer in GyEr). This survey targeted the testing of questionnaire. Students got, therefore, a half-an-hour verbal information about the purpose, reasoning and expected gain of survey before the filling-in of questionnaire. During it, they have been enlighten about the importance of own constructive co-operation. In the course of fillingin, there was possible to answer the incurring questions too, and this was a very indicative information for me to proceed the research. Based on the students’ suggestions, I started with a further development of original consumer questionnaire. The topics of questionnaire 2006’ have been framed around seven key questions – in order to investigate the role of environment pollution, of healthy nutrition, of population’s awareness and, of organic farming for self-supply of own family, the

•

•

•

11

•

motives of organic consumption, the relevance and, furthermore, the relevance of marketing tools and of change of way of thinking. The questionnaire-survey has been proceeded by the questionnaire, re-edited by the verbal critics and proposals, in a new sample of 571 persons in 2006. This sample was dominated soon by the adult inhabitants (340 persons, 59,5% of the sample) – partly unknown persons, partly questioner’s acquaintance, personally visited, during a journey or casually met, addressed people. Beyond them, 77 distant learning student (13,5%) in Budapest, 154 regular university students (27%) in GyEr, answering the questions in a personal, direct, dialogue-style. The key demographic characteristics of survey in 2006 have been as follows: • • •

Ratio of sex: Age structure: Standing residence:

29,6% male, 70,4% female 54% under 30 years, and 46% above 30 years 30,8% country, 69,2% city inhabitants. Bar Chart

Age

Count

< 18 19-30 31-40 41-50 51-60

years years years years years

Category code

Figure 4: Structure of the survey in 2006 by categories and ages Source: own construct.

•

In the first stage, I executed the processing of answers of questionnaire by the help of Microsoft Excel software and, in the second stage by SPSS software. To evaluate the answers related to topics, to control my stipulations and conclusions and, for testing of my hypotheses, I applied a broad variety of statistical test methods.

•

The elaboration of questionnaire-surveys resulted in more partial studies published in conferences, either independently or with my supervisor as co-author. The conference presentations have been followed by active discussions, based on participants’ private opinions, by pro and contra argumentations of organic consumption. These discussions enriched my research work by valuable reflections, relevant informations and useful suggestions.

12

Among university and college students, the questionnaire-survey has been executed via non-random sampling,16 based on voluntary checking. The residential survey has been performed by students, being prepared to this task, by arbitrary choice – they invocated unknown people in streets, autobuses, trains, railroad stations etc. and, by personal visits, among their acquaintances, in their residence, in parents’ workplace. The sample is not representative, and its spread may not be controlled by statistical methods according to sex, age, type of residence etc.17 The survey has been countrywide, escalating to each country, but in dominant ratii to Budapest, GyEr and their environment. I started with the computerized processing of results of questionnaires in MS ACCESS data basis management system. The elaboration of results began with MS EXCEL and WORD software, followed by using mathematical and statistical methods, calculating weighted averages, partition coefficients, and their results are depicted by tables and charts. Further expansive, deeper, more exact and complex analyses and, furthermore, statistical tests of results have been performed applying the SPSS STATISTICS 17.0 software, in the course of which I followed the proposals of the concerning scientific literature:18, 19 • • • •

•

•

Cross-table analysis served for the analysis of coherence of variables, and I tested the results by Pearson’s Chi-square statistics, by Cramer’s V and Lambda-indicators. By factor-analysis, I categorized the influencing factors (variables). The results have been tested by the KMO-criterion, the Bartlett-test. I investigated the impact of independent variables on dependent ones by one-aspect variance analysis. The result has controlled by Levene-test and F-test. Besides of analysis of impact of independent variables on the dependent ones, I analyzed the cross-impact of independent variables by more-aspects variance analysis. The results have been controlled – besides the referred former tests – by the partial Eta-square and, by the R-square indicator as well. I analyzed the tightness and direction of correspondence of individual variables to each other by correlation analysis and, thereafter, these have been tested by the Pearson’s correlation coefficient and, by the significance level. I applied the discriminance analysis and logistic regression analysis for the case of different category sizes. I tested the results by testing the significance level, by Wilks’ lambda, by canonic correlation, by Cox & Snell R-square test, by Nagelkerke R-square, by the Wald statistics and, finally, by the Exp (B) indicators.

–––––––––––– 16 17 18 19

Sajtos László–Mitev Ariel (2007): SPSS kutatási és adatelemzési kézikönyv. Alinea Kiadó, Budapest, 31–37. o. Lehota József (szerk. 2001): Marketingkutatás az agrárgazdaságban. MezEgazda Kiadó, Budapest, 157–158. o. Sajtos László–Mitev Ariel (2007): SPSS kutatási és adatelemzési kézikönyv. Alinea Kiadó, Budapest. Malhotra, Naresh K.–Simon Judit közrem[ködésével (2008): Marketingkutatás. Akadémiai Kiadó, Budapest.

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RESEARCH RESULTS, EVALUATION OF HYPOTHESES According to the scientific literature, the system of coherences of organic consumption with our economic competitiveness, of health with the protection of natural environment is logical and substantiated and, this justifies the emphasis of extension of domestic organic consumption. As József Lehota considers, the biological factors have to be the primary and prevailing aspects of food purchase,20 that is the consumption of definite foods is advised or forbidden – with respect to sensitiveness, allergic symptoms, poisoning or remedy of illnesses. Among the motives of organic consumption, the emotional aspects dominate, based on experiences, knowledge and informations – rather than the functional consumption of traditional foods, that is to say the organic consumption does not go without saying but it is an „inexplicable” one.21 As motivators of organic consumption, protection of ourselves and of our family, the reinforcement of our security sense (against the harmful impacts of chemicals, hoping the retainment of our health, due to fear of illnesses) or the self-reassurance, the diminution of anxiety (as precautions for babies, hope and chance of remedy and, warranty of food security) are to be listed. Despite of them, the ratio of domestic organic consumption is extremely low. According to a survey of FVM-AMC,22 the ratio of organic foods to our overall food consumption has been around 0,005% at the turn of 21st century, compared e.g. to the Czech Republic where this ratio came to 0,35%.23 The chemicals, used for higher yield of agrarian products or as pesticides are harmful to the human health as well, although the population and buyers are not familiar with it because of lack of data and plain-language information. The scientific literature confirmed that these informations are only accessible even for a relatively narrow range of experts which supports my hypothesis that the low level of domestic organic consumption may be traced back to the uninformed stage of a broad range of population. This hypothesis has been affirmed by my first personal survey experiences on the university and college students’ intensive attendance with numerous concrete questions, although their knowledgeability and interests are broader, their professionalism is higher then of population in general. Consequently, as I supposed, the consumer behavior of a broad range of people would be conformed contrariwise, having had the necessary information.

–––––––––––– 20 21 22

23

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Lehota József (szerk. 2001): Élelmiszer-gazdasági marketing. M[szaki Könyvkiadó, Budapest, 32–53. o. TörEcsik Mária–Varsányi Judit (1998): Termékstratégia emocionális és racionális közelítésben. Nemzeti Tankönyvkiadó, Budapest, 68. o. Oszoli, Á. (2002): Az ökotermékekkel kapcsolatos fogyasztói szokások, értékesítési csatornák. FVM-AMC megbízásából készült tanulmány, Budapest, 50–61. o. In: Szente, V. (2004): Organikus élelmiszerek fogyasztási és vásárlási szokásainak vizsgálata Magyarországon. Készült a T 037784 nyilvántartási számú OTKA támogatásával, 2. o. Dytrtová, Karolína et al.: Organic farming in the Czech Republic 2006 FiBL Research Institute of Organic Agriculture, Frick http://www.organic-europe.net/country_reports/czech_republic/default.asp 2008-07-31.

I expected practical confirmation of my hypotheses from the empirical research and, to verify them, I applied a broad range of methodology tools by a versatile approach, searching for accurate answers by using multiple methods.

EVALUATION OF HYPOTHESES My hypothesis H1 refers to the predominance of health consciuousness in the domestic food consumption. The hypotheses H2 – H3 – H4 concern the causes of low level of domestic organic consumption, namely the lack of basic information about healthy way of living and the inadequate guidance of public utility. Based on their confirmation, I conceived the following theses, in pursuance of which, the change of population’s way of thinking is indispensable for a more efficient preventive public health care.

HYPOTHESES H1 The healthy way of living is an important but not outstanding aspect of domestic food consumption H2 People do not know the health damaging impacts of contents of chemicals of daily consumed foods and, therefore, they set low value by the real role of organic foods

H3 Precognition of term „organic” is incomplete among people which leads to frequent confusion of market gardening and of the genuine organic farming

H4 As an impact of survey, there is to be expected a change in respondents’ way of thinking and, consequently, new trends may be anticipated in their consumer behavior as well

RESULTS

VERIFIED

THESES T1 Research verified that the health is not a determinant factor of our domestic food consumption.

VERIFIED

T2 Based on numeric results, the popular consciuous does not rank the contents of chemicals as a most important damaging factor – accordingly there is comprehensible the actual low rating of organic foods in Hungary.

VERIFIED

T3 According to the research results, the familiarity with „organic foods” is very incomplete and, people more frequently associate to the food production for own supply instead.

VERIFIED

T4 At the end of survey, the research exhibited the change in respondents’ way of thinking by figures and, consequently, the expectable future changes of their consumer behavior as well.

Table 3: Hypotheses H1 – H2 – H3 – H4, and the concerning theses Source: own construct, based on questionnaire-surveys, Mária Hofer, 2005–2006.

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Figure 5: Obtaining of first information about the bio/eco/organic foods

Source: own construct, based on a questionnaire-survey, Mária Hofer, 2006, 6th question.

Figure 6: Date of first purchase of bio/eco/organic food products

Source: own construct, based on a questionnaire-survey, Mária Hofer, 2006, 7th question.

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Figure 7: Expectable ratio of respondent’s own organic consumption till 2010

Source: own construct, based on a questionnaire-survey, Mária Hofer, 2006, 17th question.

My further hypotheses have been directed to the role of effective demand, being the precondition of organic farming and, furthermore, to the concrete causes, the impeding and restraining factors etc. of the too low level of organic food consumption. According to the theses, formulated by the acceptance of H5 – H6 – H7 hypotheses, the key barriers of increased organic food consumption may be removed by consciuous practical application of marketing tools – among others by a selective price policy, by more accessible purchase places, by a broad range, more proper and clear informations about these opportunities, by the extension of supply and assortment – that is to say, the solution is the application of knowledge, more concretely of marketing professionalism. Since the better health stage is an interest of the entire society, in order to realize a preventive public health, the practical application of marketing tools, the broad range information supply and guidance by each possible forum – probably – is not the most expensive task aiming at a radical transformation of way of thinking within the population.

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HYPOTHESES H5 The price is very important but, in itself, it is not a determinant factor of conformation of domestic organic food consumption H6 The key barrier of domestic consumption of organic foods is the lack, time need and distance of purchase opportunities H7 The basic precondition of change of consumer behavior concerned the organic foods is a broad range information of population – in plain language

RESULTS

THESES

VERIFIED

T5 With respect to the change of domestic consumption of organic foods, the price is a relevant but – in itself – not a decisive factor, there is indispensable to apply a selective price policy as well.

VERIFIED

T6 The supply of markets, the level of provision and the admittance – these are the key barriers now and, at the same time, they are the preconditions of future growth as well.

VERIFIED

T7 The research results verified that the basic precondition of change in consumer behavior is the change of people’s way of thinking, by delivering guidance with clear and broad range information.

Table 4: Hypotheses H5 – H6 – H7, and the concerning theses Source: own construct, based on questionnaire-surveys, Mária Hofer, 2005–2006.

Figure 8: Causes of non-consumption of organic foods

Source: own construct, based on a questionnaire-survey, Mária Hofer, 2006, 10th question.

Initially, the H8 – H9 – H10 – H11 hypotheses have been the parts of my research schedule as well, concerning the proposals for the solution, the concrete terms, methods and opportunities of practical application and, the future continuance of research, respectively. 18

HYPOTHESES H8

H9

RESULTS

With respect to the change of way of thinking, the role of educational and knowledge centers has a key relevance

The public utility marketing plays an emphasized role in the guidance of population

H10 As the organic farming come into prominence, appraisal, recognition prestige of agricultural tivities will increase

will the and ac-

NONVERIFIED

CONCLUSIONS AND PROPOSALS The post-qualification of agricultural producers is absolutely necessary, by transmitting the professional knowledge and experiences. Mediation of behavioral samples is indispensable as well, first of all to the scholar youth, being the key opinionleader group of reference.

NONVERIFIED

The key task of „social marketing” is to influence of domestic residents toward a voluntary preference of healthy organic foods, dismissing or underplaying the foods, produced by using chemicals.

NONVERIFIED

In order to do a knowledge-exigent job, a higher educatedness is necessary, promising higher incomes as well, resulting in attractiveness for young people as well. Based on foreign experiences, the rural employment, incomes and population-retaining force should change countrywide.

Table 5: The non-verified H8 – H9 – H10 hypotheses Source: own construct.

Since any of both questionnaire-surveys did not deal with the above questions, neither their acceptance nor their disapproval could take place. Concerning their connotation, however, I elaborated the essence of these questions in the chapter of my dissertation, titled CONCLUSIONS AND PROPOSALS.

HYPOTHESIS H11 Enterprises are not or only partly familiar with the ecoethical trends. Their role may, therefore, only narrower prevail in the course of elaboration of their product strategies. The verification of this hypothesis is to be expected from a further research at companies!

RESULT

IN ABEYANCE

PROPOSAL In order to carry on a research at companies, a complex change of way of thinking would be necessary – from the production of healthy foods till the consumption, that is to say, in each area of agricultural production, food processing and catering industry. commerce and consumption, respectively.

Table 6: Hypothesis H11 – to be investigated by a future research Source: own construct.

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The verification and acceptance of hypothesis H11 is to be expected in the future, based on using deep interviews. I intend to continue my research supply-side – by deep interviews at companies, selected from organic farmers, industrial and catering trade users and commercial firms. Namely, based on the data from 2007, only 0,22% of domestic agricultural firms deal with organic farming and, the majority, 99,78% remained at the traditional farming. Questionnaires are ready for a survey at each target group mentioned above, they only wait for the opinion of market actors. The research results will gain its totality by matching the opinions and problems of both sides.

NEW RESEARCH RESULTS For the part of elaboration of literature, my research has been based on the concrete relationships between the pesticides and several serious illnesses and, on their functional impact-mechanism, being confirmed by the researches of medical science and environmental protection. Without affirming both of these scientific areas, either the „health consciuousness” or the „environment friend” and similar attributes remain only bare, hollow phrases, as it enlightened in the course of verification of my hypotheses. The results of elaboration of literature of medical science and environmental protection, furthermore, the results of the survey on the international practice are especially indispensable for the reinforcement of authenticity and persuasive force of the marketing tools, conceived in the thesis T7. As my opinion, this is verified by the numerical result of survey on the change of way of thinking. (Thesis T4, question Q17) In my research, I focused to people never consumed organic foods because of their high ratio (56%) and because the realization of expected growth of organic consumption highly depend on them. This purpose, however, necessitates practical application of marketing tools, conceived in theses T5 – T6 – T7 (selective price policy, broader purchase opportunities, extension of assortment, preference of non-classical marketing communication etc.) and, furthermore, elimination of hindrances of consumption and, radical change in way of thinking. For all of these, I found various versions of solution, positive examples to follow for us as well, taking into consideration the international experiences.

RESEARCH CONSTRAINTS, CHANCES OF APPLICATION Before the practical application of results, the barriers of research should be emphasized. The sampling has been neither random-based nor of a quote system one but based on arbitrary choice. I tested the questionnaire in 2005 exclusively by personal querying of university and college students and – based on voluntary assertation – students participate in 20

the survey in 2006 as well. The survey – accordingly – neither with respect to the sample size (275 + 571 persons) nor to the non-random-based choice may be regarded as representative.24 This means, the results of survey may not generalized to the whole domestic population, in spite of its countrywide extension. Specific values of survey are, however, the direct personal contacts and, opportunity for interactive feedbacks by contra-questions, remarks, opinions. As further benefits, the extending, useful additional information and, the heterogeneous content of sample by various aspects are to be emphasized. The need for high registration fees at international conferences constituted a serious constraint during my entire research work. Despite of it, I was willing to spend a vast time to the research and – notwithstanding of constraints, by self-financing – I could execute significant scientific discussions at prestigious international conferences in Greece and Portugal. The practical purpose of research – and the pre-condition of continuance – is to transmit the research results to actors of supply chain to inform them, to help them with collecting experiences and, to utilize the results in the practice and, hereby, to test the opportunities in the practice. I am ascertained, the familiarity with the consumer needs may deliver directly utilizable market informations, ideas, results to organic farmers, food processing, catering and commercial firms, in order to substantiate their domestic and international competitiveness. For capitalizing them, I intend to contribute to the establishment of useful co-operative alliances – by a concrete purpose of continuance of research in the area of supply chain – primarily by using qualitative research methods. A long-term and most relevant result of research could be the progressive improvement of domestic population’s health stage by the increase of organic food consumption and, the helpful impact of organic farming on the protection of natural environment and, furthermore, on the improvement of rural working opportunities – by its environment-friend technology and by its workmanship needs. The increase of economic competitiveness and profitability may become a promising future vision for the young people as well. Consequently, the reputation of agrarian work may be upgraded, resulting in a higher retaining force of rural population. I capitalize the results of my research work in the higher education, teaching the Product strategy at Széchenyi István University, Department of Marketing and Management – acutely emphasizing the necessity of environment-friend product strategies at companies, with respect either to their environment-friend productive technologies or to the configuration of appropriate product structures.

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Lehota József (szerk. 2001): Marketingkutatás az agrárgazdaságban. MezEgazda Kiadó, Budapest, 157–158. o.

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RELATED PUBLICATIONS, CONFERENCES CONFERENCE PRESENTATIONS IN ENGLISH 1)

Mária Hofer–Judit Varsányi (2007): Regional Characteristics of Organic Food Producton Consumption (0–34 ppt diakép) ElEadás az Eötvös József FEiskola „Régiók a Kárpátmedencén innen és túl” c. Nemzetközi Tudományos Konferencia II. szekció: Régió és agrárgazdaság, Baja, 2007. március 23.

2)

Mária Hofer–Judit Varsányi (2007): Better Health by Organic Foods – Non-Profit Marketing Aspects of Consumption (A0 POSTER) VIth International Congress on Public and Non-Profit Marketing – Poster session, University of Minho, Braga, Portugal, 14–15 June, 2007.

3)

Hofer Mária–Varsányi Judit–Józsa László (2008): Marketing Research, Serving for a Growing Consumption of Organic Foods in Hungary (0–31 ppt Presentation) The 3rd Annual South-East European Doctoral Student Conference (DSC2008) Session 1.: Enterprise, Innovation and Development, Organised by the South-East European Research Centre (SEERC), Thessaloniki, Greece, 26–27th June, 2008.

CONFERENCE PRESENTATIONS IN HUNGARIAN 4)

Hofer Mária (2004): A Gerken-féle metatrendek szerepe a KKV-k termékstratégiájában (0–8 ppt diakép). ElEadás az MTA VEAB „Magyarország és a 21. század kihívásai az Európai Unióban” c. tudományos konferencia III. szekció: Gazdasági kihívások az Európai Unióban. 13. KOMÁROMI NAPOK, 2004. április 29.

5)

Hofer Mária (2004): Versenyképességünk a Gerken-féle metatrendek tükrében (0–12 ppt diakép) ElEadás a MTA NYM. RKK – SZE MTDI FIATAL REGIONALISTÁK „A versenyképesség regionális, vállalati és intézményi dimenziói” c. IV. országos konferenciáján (2. szekció: A vállalati magatartás és a globalizációs kihívások, Marketing alszekció). GyEr, 2004. november 13.

6)

Hofer Mária–Varsányi Judit (2005): Ökobarát élelmiszerek esélyei hazánkban (0–26 ppt diakép). ElEadás az MTA VEAB „Fenntartható fejlEdés, fenntartható társadalom és integráció” c. tudományos konferencia (V. szekció: Marketing és fenntarthatóság). 14. KOMÁROMI NAPOK, 2005. április 28.

7)

Varsányi Judit–Hofer Mária–Konczosné Szombathelyi Márta (2005): FelsEoktatási tudásmarketing A Menedzsment ismeretek továbbfejlesztése hallgatói megkérdezések tükrében (0–22 ppt diakép). ElEadás a Marketing Oktatók Klubjának „Marketingoktatás és kutatás a változó Európai Unióban” c. tudományos konferenciája 4. szekciójában. Széchenyi István Egyetem GyEr, 2005. augusztus 25–26.

8)

Hofer Mária (2005): A hazai biofogyasztás EU – közelítési esélyei. (0–29 ppt diakép) ElEadás a Széchenyi István Egyetem MTDI–ETK „Átalakulási folyamatok KözépEurópában” c. konferencián (2. szekció: „Vállalatok és piaci kapcsolatok”) GyEr, 2005. december 2–3.

9)

Hofer Mária–Varsányi Judit (2006): A regionalitás szerepe a biofogyasztás térhódításában. (0–25 ppt diakép) ElEadás az MTA–VEAB „Várostérségi egyenlEtlenségek Európá-

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ban, megújulási válság és leküzdése” c. tudományos konferencián (III. szekció: „Versenyképesség és regionális sajátosságok”) 15. KOMÁROMI NAPOK, 2006. április 28. 10) Hofer Mária (2006): Valóban pénzkérdés-e a biofogyasztás Magyarországon? (0–30 ppt diakép) ElEadás az I. KHEOPS „Kihívások és trendek a gazdaságban és a közszférában napjainkban” c. tudományos konferenciáján (1. szekció: „Piaci és fogyasztói kihívások”) Mór, 2006. május 31. 11) Hofer Mária–Varsányi Judit (2006): Biofogyasztási felmérés elEkészítése széles hallgatói körben tesztelt kérdEív alapján (0–23 ppt diakép) ElEadás a Magyar Marketing Szövetség – Marketing Oktatók Klubjának „Innováció, társadalmi felelEsség, fenntartható fejlEdés – marketingközelítésben” c. 12. Országos Konferenciáján (5. szekció: Fenntartható fejlEdés és társadalmi orientáció II.) Budapesti M[szaki Egyetem, Budapest, 2006. augusztus 24–25. 12) Hofer Mária (2006): A biofogyasztás szerepe mai értékrendünkben. (0–20 ppt diakép) ElEadás a Nyugat-Magyarországi Egyetem Apáczai Csere János Kar IX. APÁCZAI NAPOK „Hagyomány és FejlEdés” c. Tudományos Konferencia „Érték és kultúra” c. szekció. GyEr, 2006. október 12–14. 13) Hofer Mária–Varsányi Judit (2007): Biofogyasztási értékrend az egyetemi, fEiskolai hallgatók körében. (0–23 ppt diakép) ElEadás az MTA VEAB „Ifjúsági jövEképek és életstratégiák globalizálódott korunkban” c. tudományos konferencia 4. szekció: Életmód, igények, Komárom, 2007. április 27. 14) Hofer Mária (2007): A biofogyasztás gazdasági motívumai. (0–19 ppt diakép) ElEadás a „(Világ)gazdaságunk aktuális kérdései” c. II. KHEOPS Tudományos Konferencia 1. szekció: A sikeres marketing, Mór, 2007. május 30. 15) Hofer Mária–Varsányi Judit (2007): Jobb egészséget biokultúrával! (0–19 ppt diakép) ElEadás a Marketing Oktatók Klubjának „Globális marketingkihívások” c. Konferenciáján a „Szolgáltatás és nonbusiness marketing” szekcióban. Károly Róbert FEiskola Marketing és Menedzsment Tanszék – MTA Marketingtudományi Bizottsága – Magyar Marketing Szövetség, Gyöngyös, 2007. augusztus 30–31. 16) Hofer Mária (2007): Versenyképes termékstratégia egy egészségesebb társadalomért. (0–22 ppt diakép) ElEadás a Nyugat-Magyarországi Egyetem Apáczai Csere János Kar XI. APÁCZAI NAPOK „ÉrtékErzés és értékteremtés” c. Tudományos Konferencián a 6./I. Társadalomtudomány, FelnEttképzés és Közm[velEdés szekció „Értékek és kultúra” c. alszekcióban GyEr, 2007. október 18–20. 17) Hofer Mária (2007): Marketingeszközök a biofogyasztás növelésének szolgálatában. (0– 27 ppt diakép) ElEadás a SZE MMT – KJF KGT „Vállalati növekedés – Változó menedzsment / marketing” c. Konferencia, „III.” c. szekcióban Széchenyi István Egyetem MTDI GyEr, 2007. november 22. 18) Hofer Mária (2008): Ökoetikai elvek a vállalati termékstratégiában. (0–30 ppt diakép) ElEadás a MTA–VEAB „Környezeti felelEsség a jövEért” c. tudományos konferencia II. Környezetvédelem és gazdaság c. szekcióban 17. KOMÁROMI NAPOK, 2008. április 28. 19) Hofer Mária (2008): Miért nem luxus a drága biofogyasztás? (0–25 ppt diakép) ElEadás a III. KHEOPS „Útkeresés az üzleti és a közszférában” c. Tudományos Konferencia 1. Aktuális gazdasági kérdések c. szekcióban Mór, 2008. május 14. 23

20) Hofer Mária (2009): A biofogyasztás hatása az egészség és az egészséges környezet alakulására. (0–32 ppt diakép) ElEadás a HARSÁNYI JÁNOS TUDOMÁNYOS EMLÉKNAP „Az új világrend és az emberi jogok – a globalizáció komplex hatásai” c. tudományos konferencia II. Társadalmi felelEsségvállalás a globális világgazdaságban c. szekcióban HARSÁNYI JÁNOS FbISKOLA, Budapest, 2009. április 23.

PUBLICATIONS IN ENGLISH 21) Hofer Mária–Varsányi Judit (2007): Regional Characteristics of Organic Food Producton Consumption. In: Gulyás László (szerk.): „Régiók a Kárpátmedencén innen és túl” c. konferenciakötet (75–79. o.) Eötvös József FEiskola, Baja 2007. ISBN 978-963-7290-52-7. 22) Mária Hofer–Judit Varsányi (2007): Better Health by Organic Foods – Non-Profit Marketing Aspects of Consumption. In: José Carlos Pinho (Coordination) Proceedings of VIth International Congress on Public and Non Profit Marketing – Poster session – 1 p CD – 1 p. University of Minho, Braga, Portugal 14–15th June, 2007 Dp. Legal: 260711/07. 23) Hofer Mária–Varsányi Judit–Józsa László (2008): Marketing Research, Serving for a Growing Consumption of Organic Foods in Hungary. In: Iraklis Paraskakis–Andrej Luneski (ed.) „INFUSING RESEARCH AND KNOWLEDGE IN SOUTH-EAST EUROPE” Proceedings of the 3rd Annual South-East European Doctoral Student Conference Volume I. and CD (216–230 p.) South-East European Research Centre (SEERC), Thessaloniki, Greece ISBN: 978-960-89629-7-2, ISSN: 1791-3578.

PUBLICATIONS IN HUNGARIAN 24) Hofer Mária (2003): A Gerken-féle metatrendek szerepe a kis- és középvállalkozások termékstratégiájában. „In: Varsányi Judit (szerk., 2005): „Kis- és középvállalkozások az Európai Unió küszöbén” c. tanulmánykötet. (77–91. o.) Széchenyi István Egyetem JGK, GyEr, 2004. ISBN: 963 7175 23 7. Tanulmánykötet megjelenése: 2005. január. 25) Hofer Mária (2004): A Gerken-féle metatrendek szerepe a KKV-k termékstratégiájában. In: Beszteri Béla (szerk. 2004): „Magyarország és a 21. század kihívásai az Európai Unióban” c. tanulmánykötet I. (229–240. o.) KJF, Komárom, 2004. ISBN: 963 7385 68 1. 26) Hofer Mária (2004): Versenyképességünk a Gerken-féle metatrendek tükrében. In: CD és Internet (10 o. http:/rs1.sze.hu/~pmark) FIATAL REGIONALISTÁK IV. országos konferenciájáról (2. szekció: „A vállalati magatartás és a globalizációs kihívások”, Marketing alszekció) GyEr, 2004. CD – ISBN: 963 9052 43 4. 27) Hofer Mária–Varsányi Judit (2005): Ökobarát élelmiszerek esélyei hazánkban. In: Beszteri B.–Szabó P. (szerk. 2005): „Fenntartható fejlEdés, fenntartható társadalom és integráció” c. tanulmánykötet II. (17–28. o.) KJF–MTA VEAB, Székesfehérvár, 2005. ISBN 963 9558 48 6. 28) Varsányi Judit–Hofer Mária–Konczosné Szombathelyi Márta (2005): FelsEoktatási tudásmarketing. A Menedzsment ismeretek továbbfejlesztése hallgatói megkérdezések tükrében. In: Józsa László–Varsányi Judit (szerk., 2005.) Marketingoktatás és kutatás a változó

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Európai Unióban. Magyar Marketing Oktatók Klubjának Konferenciája CD-kiadvány (278–290. o.) GyEr, 2005. augusztus 25–26. ISBN: 963 7175 25 3. 29) Hofer Mária (2005): A hazai biofogyasztás EU-közelítési esélyei. In: Rechnitzer János (szerk.) SZE JGK–MTDI ÉVKÖNYV 2005. „Átalakulási folyamatok Közép-Európában” GyEr (155–163. o.) ISSN 1787-9698 Internet: www.sze.hu/etk/ (8 o.) GyEr, 2005. december 2–3. 30) Hofer Mária (2006): Valóban pénzkérdés-e a biofogyasztás Magyarországon? In: Svéhlik Csaba (szerk.) I. KHEOPS „Kihívások és trendek a gazdaságban és a közszférában napjainkban” c. Tudományos Konferencia CD-tanulmánykötet (47–55. o.) Mór, 2006. május 31. ISBN: 963 2298 497. 31) Hofer Mária–Varsányi Judit (2006): Biofogyasztási felmérés elEkészítése széles hallgatói körben tesztelt kérdEív alapján. In: Deli–Gray Zs.–Petruska I.–Szalkai Zs.–Vasné Egri M.– Vágási M. (szerk. 2006.) Magyar Marketing Szövetség – Marketing Oktatók Klubjának „Innováció, társadalmi felelEsség, fenntartható fejlEdés – marketing megközelítésben” c. 12. Országos Konferenciája CD-konferenciakiadvány (12 o.) BMGE, Menedzsment és Vállalatgazdaságtan Tanszék, Budapest, 2006. augusztus 24–25. ISBN: 963 4208 67 6. 32) Hofer Mária–Varsányi Judit (2006): A regionalitás szerepe a biofogyasztás térhódításában. In: Józsa László–Rechnitzer János–Varsányi Judit–Beszteri Béla (szerk.) „Versenyképesség és regionalitás – Megújulási válság és leküzdése” c. tanulmánykötet (125– 136. o.) MTA VEAB–SZE MTDI, Veszprém–GyEr, ISBN: 963 7385 80 0. 33) Hofer Mária (2006): A biofogyasztás szerepe mai értékrendünkben. In: APÁCZAI-NAPOK 2006. „Hagyomány és FejlEdés” c. Nemzetközi Tudományos Konferencia Tanulmánykötet II. (65–73. o.) Megjelent: 2007. október. NYME Apáczai Csere János Kar, GyEr, 2007. ISBN: 978-963-7287-18-3. 34) Hofer Mária (2007): A biofogyasztás gazdasági motívumai. In: Svéhlik Csaba PhD (szerk.) (Világ)gazdaságunk aktuális kérdései” c. CD-elEadáskötet (112–121. o.) II. KHEOPS Tudományos Konferencia, Mór, 2007. május 30. ISBN: 978-963-87553-0-8. 35) Hofer Mária–Varsányi Judit (2007): Jobb egészséget biokultúrával! In: Dr. Dinya László (szerk.) Marketing Oktatók Klubja 2007. évi Konferencia „A KONFERENCIA ELbADÁSAI” c. tanulmánykötet. 346–355. o. ISBN: 978-963-87229-4-2. Károly Róbert FEiskola Marketing és Menedzsment Tanszék – Magyar Marketing Szövetség – MTA Marketingtudományi Bizottsága, Gyöngyös, 2007. augusztus 30–31. 36) Józsa László–Hofer Mária–Varsányi Judit (2007): Zöldmarketing az élelmiszeripar szolgálatában. Marketing & Menedzsment XLI. évf. 6. sz., 24–33. o. Marketing Centrum – Országos Piackutató Intézet és a Pécsi Tudományegyetem Közgazdaságtudományi Kara, INDEX 25545 HU ISSN 1219-03-49. 37) Hofer Mária (2007): Marketingeszközök a biofogyasztás növelésének szolgálatában. In: Dr. Józsa László (szerk.) „Vállalati növekedés – Változó menedzsment/marketing” CDtanulmánykötet (13 o.) SZE MMT–KJF KGT „Vállalati növekedés – Változó menedzsment/marketing” c. Konferencia Széchenyi István Egyetem Kautz Gyula Gazdaságtudományi Kar Marketing és Menedzsment Tanszék, GyEr, 2008. ISBN: 978-963-7175-48-0. 38) Hofer Mária (2008): Miért nem luxus a drága biofogyasztás? In: Svéhlik Csaba PhD (szerk.) „Útkeresés az üzleti és közszférában” c. CD-elEadáskötet (56–69. o.) III. KHEOPS Tudományos Konferencia, Mór, 2008. május 14. ISBN: 978-963-87553-3-9.

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39) Hofer Mária (2008): Ökoetikai elvek a vállalati termékstratégiában. 8 o. „Környezeti felelEsség a jövEért” tanulmánykötet. MTA–VEAB – Széchenyi István Egyetem, I. kötet. ISBN 978-963-7385-90-1. II. kötet, megjelenés alatt. 40) Hofer Mária (2008): Versenyképes termékstratégia egy egészségesebb társadalomért. In: Dr. LErinc Ildikó (szerk.): APÁCZAI-NAPOK 2007. „ÉrtékErzés és értékteremtés” c. Tudományos Konferencia Tanulmánykötet Nyugat-Magyarországi Egyetem Apáczai Csere János Kar, GyEr, 2008. 822–830. o. ISBN 978-963-9883-12-3. 41) Hofer Mária–Varsányi Judit (2009): Biofogyasztási értékrend az egyetemi, fEiskolai hallgatók körében. In: Beszteri Béla (szerk.): „Ifjúsági jövEképek és életstratégiák globalizálódott korunkban” c. tanulmánykötet II. 14–25. o. KJF–MTA VEAB, Komárom, 2009. ISBN 978-963-7385-87-2.

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