Quality. Local. Social. What else? Which factors motivate consumers to participate in alternative food networks in Hungary?

Abstract

Alternative food network (AFN) cases are now reported in many countries worldwide. They are growing in Hungary as well, though the alternative food movement is still at an early stage of development (Benedek & Balázs, 2014a). The current study aims to deepen our understanding of the personal experience of participants in AFNs in Hungary by revealing their motivation for participation. This paper presents empirical research carried out among members of different AFNs located in Hungary. Based on the analysis of qualitative interviews, the main motivational factors are identified by the different types of AFNs. Two types of motivational factors can be classified: individual and community-based factors. The individual factors range from security-based factors to self-realization-related factors, in line with the classical model of Maslow’s theory of needs (1943). The community-based motivational factors range from motivations directly related to the community around food to abstract ideas related to the food system.