Trust, Price, and Convenience: Understanding Local Food Purchase Drivers in a Hungarian Region

Dóra, Ládi and Hajdú, Noémi (2026) Trust, Price, and Convenience: Understanding Local Food Purchase Drivers in a Hungarian Region. In: IEEE 24th World Symposium on Applied Machine Intelligence and Informatics (SAMI 2026). Institute of Electrical and Electronics Engineers (IEEE), Piscataway (NJ), pp. 295-300. ISBN 9798331591625

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Abstract

The rise of globalized food supply chains presents increasing challenges to transparency, product quality, and food safety, while also undermining local cultural and economic embeddedness. Although global consumer interest in local foods has grown, empirical research on consumer attitudes and motivations remains limited in Hungary, particularly at the regional level. This paper examines the perceptions of consumers in Borsod-Abaúj-Zemplén County towards local products and identifies the key factors influencing their purchasing decisions. A qualitative research design was adopted, employing semi-structured, in-depth interviews with consumers from various age groups and socio-economic backgrounds. The analysis was guided by Zepeda and Deal’s Alphabet Theory, which systematically categorizes the motivations and barriers associated with local food consumption. The findings show that purchasing decisions are primarily driven by the pursuit of freshness, health, and trust, while price sensitivity and convenience-related constraints often limit the wider adoption of local products. A significant barrier is the lack of confidence in the authenticity of the “local” label. The study offers practical recommendations for local producers and marketers, including the development of reliable certification systems, more effective professional communication, improved online accessibility, and competitive pricing strategies.

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