Generational differences in the perception and purchase of Hungarian food products under the impact of the coronavirus

The coronavirus pandemic has also influenced the food consumption habits in our country. Customers have become more aware of their purchases, and the tendency toward online shopping has increased.In this paper, we aim to present the primary results of a follow-up to our previous research. We wanted to find out the extent to which the coronavirus has influenced Hungarian food purchases, with an emphasis on intergenerational inequalities. Our research employed a quantitative approach, including an online survey utilizing a standardised questionnaire yielding 1151 evaluable questions.Our findings imply that in the aftermath of the coronavirus pandemic, people are buying more Hungarian food products in general. Buying domestic food products was primarily motivated by a desire to support the Hungarian economy. During the research period, respondents acquired an emotional attachment to the idea of buying Hungarian food as a means of boosting the Hungarian economy.From a generational perspective, Generation X members were the most likely to appreciate Hungarian food, but our study also reveals that there is a realistic chance of persuading Generation Y and Generation Z to buy Hungarian food through further promotional campaigns.In our opinion, encouraging the purchase of Hungarian food could be achieved through emotional communication initiatives concentrating on good quality and the shopping experience, which would introduce the younger generation to the benefits of local products through a sense of belonging to the community.