Author(s): Klaudia BORICS, Árpád PAPP-VÁRY

Title: FOGYASZTÓI MAGATARTÁS ÉS DIGITÁLIS KOMMUNIKÁCIÓ A VEGÁN FEHÉRJEPOROK PIACÁN

Source: Š. Gubo, E. Kahler Korcsmáros, Sz. Svitek, J. Tóth (eds.): 17th International Scientific Conference of J. Selye University. Sessions of the Faculty of Economics and Informatics. Conference Proceedings

ISBN: 978-80-8122-538-3

DOI: https://doi.org/10.36007/5383.2026.118

Publisher: J. Selye University, Komárno, Slovakia

PY, pages: 2025, 118-136

Published on-line: 2026

Language: hu

Abstract: As plant-based lifestyles gain momentum, digital marketing’s role in shaping vegan consumer behavior faces renewed scrutiny. Some brands emphasize sustainability and influencers, while others succeed with minimal communication. This study examines the Hungarian vegan protein powder market, where leading brands sell plant-based offerings with little targeted promotion. Based on interviews with producers, retailers, and consumers, and content analysis of three dominant brands, the research explores how these products maintain steady demand. Findings show that health-conscious and ethically motivated consumers rely on self-directed research, peer networks, and ingredient transparency rather than advertising. Brands provide basic visibility and labeling, yet storytelling, educational content, and community engagement are absent, resonating with core users but limiting appeal to less committed audiences.

Keywords: veganism, plant-based lifestyles, consumer behavior, digital marketing, protein powder market, Hungary, content analysis, minimal communication, sustainability, health-conscious consumers

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