The relevance of the study is the global consumer trend towards sustainability. Sustainable consumption has positive environmental, social, and economic impacts, which makes it a key issue in the context of food consumption. Preference for regional, and domestic products can significantly support sustainable consumption. The study focused on the demographically and economically important Generation Z from the perspective of sustainable consumption. The main research objective of the study is to analyze the Hungarian food purchasing habits of Generation Z and to segment Generation Z according to the Hungarian food consumption criteria to characterize potential target groups. During the research, qualitative and quantitative data collection was carried out. The study focuses on the presentation of the results of the latter. In the quantitative survey, we conducted a pre-tested standardized questionnaire online survey. Subject recruitment was carried out using a snowball sampling method, resulting in 518 evaluable questionnaires. In a quantitative study, distinct segments of Hungarian food consumers were characterized according to their food consumption preferences. The research also demonstrated that the groups of Generation Z according to Hungarian food consumption preferences differ significantly from each other in terms of their perception of Hungarian food. The research concludes that Generation Z is a group of domestic food consumers with specific characteristics, who could be the main base for sustainable consumption. For those who have not yet developed this motivation, the main reasons are an unsophisticated preference system and a lack of education. Systematic marketing activities aimed at the first component of attitudes are therefore most needed to attract these segments.

In addition to economic challenges, employers are also facing a growing generation gap. Generations that are significantly different in terms of values, mindsets and preferences need to be effectively managed in a workplace, which requires complex solutions. In this paper we present sub results of our primary research. In a quantitative procedure, we conducted a pre-tested standardized questionnaire online survey with random sample making method, resulting in 1146 evaluable questionnaires. Descriptive statistics to evaluate the results presented in this study. Descriptive statistics, bivariate and multivariate analyses were applied to process the quantitative results, to test the hypotheses put forward. The main focus of our research is to investigate the factors that influence employees' choice of jobs, and we analyzed the structure of their preference system. As a result of the research, we were able to identify distinct clusters according to the preference system of job selection. In the context of the resulting segments, we also analyzed which motivational tools could be most effective in encouraging higher performance. We believe that our research has useful implications for practice, by highlighting how to differentiate the pool of employees in terms of job choice and how to apply effective incentives to a specific segment.

The focus of our research was to examine consumer perceptions of attitudes towards digitalisation. The perception of digitalisation was also analysed from a generation-specific perspective, given that the difference in values between generations is reflected in the perception of consumer trends, including the trend towards digitalisation. The primary data presented in this study are the results of a quantitative data collection was carried out among Hungarian consumers using an arbitrary sampling procedure. A pre-tested, standardised online questionnaire survey was used, which resulted in 3, 515 evaluable questionnaires. Descriptive statistics, bivariate and multivariate analyses were used to process the quantitative results and test the hypotheses. As a result of the study, we were able to characterise three significantly distinguishable target groups using a K-means clustering procedure: the group of"consumers sceptical about digitalisation", the segment of"Accepting consumers who feel the differentiating effects of digitalisation", and The 'positive digital consumer'. We have been able to demonstrate that the perception of digitalisation can be used as a segmentation criterion, and we can also statistically demonstrate that the segments according to the perception of digitalisation carry generation-specific elements. In our opinion the results may help to increase consumer acceptance of digitalisation processes and related technologies. A limitation of the research is that, the results are valid for the population under consideration, cannot be considered representative. We believe that characterising the individual segments can help to differentiate the education process according to the awareness and attitudes of each consumer.