Restaurant consumer preferences towards seasonal and local ingredients in two Hungarian destinations

Abstract

This article investigates and compares the restaurant preferences of Generation Z consumers visiting Lake Balaton and Greater Budapest (Hungary) to identify the subjective perceptions of seasonal and local ingredients in the restaurant industry. Preferences are examined through Q-methodology, with statements generated based on relevant literature. In the study, two distinct samples are employed with 49 consumers from Lake Balaton and 33 consumers from Greater Budapest. These samples are also subjects of a comparative analysis. The research identifies five consumer preference groups (factors) for Lake Balaton and four factors for Greater Budapest. Consumers demonstrate an overall interest in trying local food specialities, primarily driven by a desire to immerse themselves in the food culture of the destinations. The factors exhibit a relatively low commitment to choosing environmentally sustainable restaurants, while consumers aim to support local businesses and job creation. Comparatively, consumers at Lake Balaton place a higher value on local wine offerings, while they consider the food in Greater Budapest's restaurants to be more unique. This study provides information based on Q-methodology research results regarding consumer preferences, offering advice to restaurants on customising their offerings for diverse consumer groups.