Prosumer behaviour in online communities: national and regional features in Hungary

Abstract

Online communities have transformed patterns of communication and now constitute an important part of the everyday life of many individuals. Such communities enable individuals to produce and consume information at the same time, becoming prosumers, which has potential implications for sustainable lifestyles and sufficiency-oriented consumer behaviour. The motivations and behaviours of online community members have received widespread scholarly attention internationally, however, there is limited evidence from Hungary and little understanding of the ways that motivations relate to sustainability-oriented impacts at the regional level.