Analysis of consumption behavior related to local products and their online distribution

While the literature and EU’s agricultural policy emphasize role of local products short supply chains (SSC), market opportunities for small farmers are increasingly barren due to price-depressing effect large multinational firms, which can also be seen in networks. The main goal paper was examine how as a classic form chain characterized whether its operation could helped by modern solutions. involved primary research has focused on opinion costumers about Hungarian Kecskemét micro region traditionally area. Using questionnaires in-depth interview method shopping habits preferences experience concerning food SSC were analyzed regional center city. During there focus communication channels information flow between producers consumers. Based results consumers consciously buy prefer creating good economical basis farmers. However is definite need better more SSC. Modern solutions marketing (e.g. web shops, direct websites, Facebook profiles other IT solutions) have been identified key factors.