Brigitta Unger-Plasek*
Hungarian University of Agriculture and Life Sciences, Institute of Agricultural and Food Economics, Villányi street 29-43, 1118 Budapest, Hungary
plasek.brigitta@uni-mate.hu

Abstract: Understanding consumer behaviour related to sustainable food consumption is key to expanding what is still a niche market for sustainable products. While there is no universal definition of sustainable food consumption, the literature agrees on a few core principles, like reducing overconsumption, minimizing food waste, limiting ultra-processed food intake, and shifting diets toward more plant-based and less animal-based products (Hoek et al., 2021). This study explores how these principles are reflected in the behaviour of consumers in the Hungarian market, and which consumer segments can be identified accordingly. Data were collected through an online survey of 750 participants and analysed in IBM SPSS 29.0. Hierarchical and k means clustering were used to identify and assign cluster groups, followed by Chi square tests to examine significant differences between them. Based on the dendrogram and the change of agglomeration schedule coefficients, a five-cluster solution was selected. The Undecided cluster was the largest, characterised by neutral responses towards all principles. The Committed showed consistently high agreement across all statements. Selective Sustainers mainly adopted low-effort practices while expressing a desire for further improvement, whereas low-effort environmentalists limited their engagement to convenient actions without such aspirations. The Disengaged exhibited uniformly low agreement across all dimensions.