A személyes értékek, az idegen ízek és az újdonságkeresés közötti kapcsolat a hazai étkezési kultúrában

THE AIMS OF THE PAPER Hungarian food culture has undergone a major transformation in recent years. Along with the nutritional trends of different diets, foreign flavours have gained further popularity. The aim of our research was to explore the domestic acceptance of new flavours and recipes of international cuisine along with the importance of personal values. METHODOLOGY The research was carried out with a questionnaire of 1000 persons. Among the eating attitudes, we analyzed the novelness and foreign tasting statements and the dimensions of the LOV scale separately and in conjunction with each other. Data were processed using descriptive statistical and comparative mean analyses and analysis of variance. MOST IMPORTANT RESULTS Acceptance of novelty is typical of the Hungarian people, but acceptance of and admiration for recipes from a foreign country is typical of only a small segment, who are rather members of the intellectual, urban community. The situation is similar with regard to the importance of personal values, where self-fulfillment, success, and recognition are high priorities for those who are better educated and in better financial circumstances. When comparing the two dimensions, we see that the importance of personal values is related to the search for novelty and, in most cases, to the interest in international cuisine. RECOMMENDATIONS According to our results, personal values are good starting points for companies planning to introduce new or international flavours or using ingredients that are less compatible with Hungarian cuisine and tastes. It is worth mentioning that the engagement of international flavours continues to appeal to only a segment of the population, but this segment has a better stimulus to demand than the uninitiated or the negatives. Acknowledgement: The publication is supported by the EFOP-3.6.2-16-2017-00003 project. The project is co-financed by the European Union and the European Social Fund.