Fair trade buying attitudes of Hungarian consumers

Fair trade is a rarely known phenomenon among Hungarian people. The ratio of conscious consumers is law, however continuously increasing, and the dedicated fair trade buyer community is even less relevant. Therefore as a first step to get a more detailed idea about the decision making process and fair trade buying behavior of the Hungarian consumers I organized three focus groups taking place in different locations in the country (Pécs, Budapest, Debrecen), in order to tackle regional differences. Taking the results of the focus groups a questionnaire was designed to be used for a market study. The questionnaire relys on the ‘Model for Fair trade buying Behavior’ (De PELSMACKER, 2006), which combines the Theory of Planned Behavior (AJZEN, 1991) with fair trade consumption. The market research is planned to be representative according to 5 indicators: sex, age, type of settlement, financial situation and educational background of the respondent based on 500 answers. Since more and more reports (SHAW et al (2005), ANDORFER – LIEBE (2015)) underline that individual values take a more explanatory role in consumer mapping, I added Schwartz’s Portrait Value Questionnaire (PVQ21) to the analysis. The market research is running these days (Spring 2018) capturing the consumers’ fair trade buying attitude. As a main result I would like to identify several clusters of Hungarian consumers and be able to define the most relevant indicators and values effecting fair trade product buying attitudes using K mean clustering