Consumer Behaviour Perspectives on Green Marketing and Pricing Dynamics in the Hungarian FMCG Sector: An Analysis of Sustainable Consumer Practices and Business Approaches

Abstract

This thesis explores the sincerity of consumer behaviour perspectives on green marketing and pricing dynamics within the Hungarian Fast-Moving Consumer Goods (FMCG) sector. With sustainability becoming a central focus in modern business practices, particularly in Europe, understanding how consumers perceive and respond to green marketing efforts is crucial for companies aiming to align with these trends. The study is grounded in a mixed-methods approach, combining quantitative surveys and indepth interviews to provide a comprehensive analysis. The research examines the level of awareness and understanding of sustainability among Hungarian consumers, the impact of sustainability certifications on purchasing decisions, and the willingness of consumers to pay a premium for sustainable products. Additionally, it explores how Hungarian FMCG companies can turn EU regulations into a competitive advantage and authentically integrate sustainability into their business practices. Key findings indicate that while there is a significant awareness of sustainability among younger and more educated consumers, gaps remain among older and less educated groups. Sustainability certifications influence consumer behaviour, but they are not the sole drivers of purchasing decisions; product quality and price sensitivity also play critical roles. Furthermore, the research highlights the importance of proactive alignment with EU regulations as a strategic tool for maintaining market leadership. Authentic integration of sustainability into business operations and transparent communication are essential for building consumer trust and avoiding the pitfalls of greenwashing. The thesis concludes with managerial implications for Hungarian FMCG companies, emphasizing the need for targeted educational campaigns, clear sustainability messaging, and flexible strategies that consider local market nuances. By effectively addressing these areas, companies can strengthen their market position, meet regulatory demands, and build long-term consumer loyalty in an increasingly sustainability-focused marketplace.

Datum der Bewilligung	2024
Originalsprache	Englisch
Betreuer/-in	Harald Josef Hammer (Betreuer*in)