Consumer Clusters in Szeklerland - Application of the Q Method

The present research aimed to find out how much consumers in Szeklerland value the work of small-scale producers, whether they see the role of local food trade in the economy of the region, how they think about the attitude of young people towards local products, as they will be the consumers of the future, whether they trust the origin of local products and whether they believe that they are healthier than the food products in the wholesale chain. Thirty-nine (39) statements were extracted from research and the daily press and 35 participants were selected. By using the Q method, 5 consumer clusters were clearly outlined, and a summary textual characterization of the statements was provided, characterizing the individuals classified by the factors in the study. The separable consumer clusters were labelled as: conscious, sceptical conscious, cautious passive, enthusiastic, personal, flag bearer. The results that emerge can be used by both small producers and policy makers to improve the local food system.