The Optimized Decision Support System for Agrobusiness Research Group aims to develop methodology for more accurate measurement of consumers’ willingness to pay for food industry innovations. Despite their challenges, experimental auction methods are emerging tools in understanding food consumer behavior. Our research group is among the few in Central Europe employing this methodology, and we have successfully implemented more than five research projects using it. Applying the method in real purchase contexts and complementing it with sensory evaluation techniques as well as with laddering interviews represents a significant scientific advancement. Our goal is to provide market actors with practical input for business decision-making to support the successful market introduction of new products.

Prof. Dr. Ágoston Temesi Institute of Agricultural and Food Economics University Professor Research keywords: food marketing, food consumer behavior, experimental auction, branding

Prof. Dr. Viktória Szente Institute of Agricultural and Food Economics University Professor Research keywords: food marketing, local food, short supply chain, sustainable consumption behavior, ecotourism

Dr. Brigitta Unger-Plasek Institute of Agricultural and Food Economics Assistant Professor Research keywords: sustainability, consumer behavior, marketing, pricing, consumer ethics

Prof. Dr. Zoltán Károly Lakner Institute of Agricultural and Food Economics University Professor Research keywords: food policy, agricultural economics, policy analysis, econometrics, artificial intelligence, machine learing

Dr. László Mucha Institute of Agricultural and Food Economics Assistant Professor Research keywords: consumer behavior, food marketing, agri-food marketing, consumer ethnocentrism, food labelling, food waste, traditional and craft foods

Prof. Dr. Attila Gere Institute of Food Science and Technology University Professor Research keywords: sustainability, virtual reality, sensometrics, product development, food choice, sensory analysis, entomophagy, eye tracking

Yahya Shafiyuddin Hilmi Institute of Agricultural and Food Economics PhD student Research keywords: consumer behaviour, sustainable agriculture, palm oil, experimental economics, European studies