Beyond Profit: Exploring the Motivators of Local Producers in Multiple Sub-Regions in Western Hungary

Abstract

Most research on sustainable small-scale local producer lifestyles emphasises healthy food production but lacks the integration of mental and spiritual well-being into a holistic concept of a healthy lifestyle. This study explores the motives behind the production activity of producers engaged in sustainable food production in several western Hungarian sub-regions, aiming to identify their attitudes and motivations. The small-scale entrepreneurial mindset encompasses needs beyond physical and ethical aspects, such as involvement, socio-cultural attachment to the past, tradition, nature, place, and local culture. An online questionnaire was conducted with 73 local producers in the second quarter of 2024. The results of the factor and cluster analyses were used to classify the producers into two clusters: the “Value-Creator” and the “Proud” clusters. The main features of these two clusters were illustrated in persona profiles. The “Value-Creator” cluster, mainly women, feels a strong connection to the local community and views sustainable production as a lifestyle choice. The “Proud” cluster, consisting of young men, focuses on the quality and uniqueness of their products. This research contributes to a deeper understanding of sustainable production by exploring producers’ intrinsic motivations and lifestyle choices. The findings could also inform other entrepreneurial projects, such as urban initiatives.

1. Introduction

This study explores the motivations of local agricultural producers engaged in sustainable production in western Hungary. Our assumption is to show that attitudes to sustainable production and intrinsic motivations go beyond environmental sustainability and healthy living, encompassing a broader range of contexts.

We begin with the premise that the motivations behind responsible production are multi-faceted, involving social, environmental, and psychological factors. This perspective highlights the necessity for a holistic approach in research, supporting the argument that sustainable production cannot be solely defined by health and environmental awareness. Therefore, sustainability research should also consider the internal experiences and personal motivations of producers.

In this study, we examine the intrinsic motivations and lifestyle choices of local producers involved in sustainable production across several sub-regions of Western Hungary. We aim to shed light on aspects of this lifestyle choice that go beyond a mere preference for environmentally conscious production and the cultivation of healthy food.

This study focuses on the Western Transdanubian region of Hungary, specifically the Zala River Valley and its neighbouring sub-regions. These geographical and historico-cultural areas, located between Lake Balaton and the Austrian–Slovenian border, cover approximately 2250 square kilometres and span across Vas and Zala counties (see the circled area in Figure 1). The region’s unique topography has created a fragmented landscape, which has significantly shaped the local communities and their ways of life. This landscape fragmentation fosters an environment conducive to small-scale production. Unlike regions dominated by large-scale industrial agricultural practices, this area has preserved traditional production methods and a variety of local products that are characteristic of the region.

2. Research Background

2.1. Points of Departure

Previous studies on agricultural entrepreneurship have mostly focused on the financial success of the business [2,3,4] and have been less concerned with identifying the psychological capital of small-scale agricultural entrepreneurship (the determinants of entrepreneurial attitudes). Those who studied these aspects have largely identified environmental and consumer responsibility as the main motif of the activity of producers, and as reasons for their satisfaction and happiness, which can lead to greater social recognition of their work [5]. In recent years, however, several studies have attempted to identify additional factors of “work well-being”, such as a “sense of togetherness” to convey a sense of community [6,7,8].

The determination of responsible production cannot be confined to goal- and profit-oriented motivations alone. Instead, it can be shaped by factors such as absorption, environmental connections, and social stimulation. The authors sought to explore the relationship between the subjective motives behind the “choice of path” (i.e., the production processes) and the “goals to be achieved” from the producer’s perspective.

Modern work is frequently characterised by a sense of alienation, with many work-related challenges stemming from this phenomenon, which is often a consequence of extreme specialisation. Classical and neoclassical economic theories assumed that individuals’ decisions were driven purely by rational expectations. However, the emergence of behavioural economics was driven by the need to examine the distortions caused by these rational expectations, employing insights from psychology and other social science disciplines [9]. The present study does not identify such human biases in rational decisions as a problematic phenomenon. Instead, it seeks to ascertain the extent to which they contribute to a sense of producer satisfaction as motivators.

Connected to our previous research [10], three main components of motivators were identified: local embeddedness, social embeddedness, and autotelic factors. Understanding these factors as deeper components of quality of life is not only important in the context of agriculture or rural revitalisation, but the research may also have some lessons for other entrepreneurial (e.g., urban) projects.

An individual’s subjective quality of life is a broader concept than the standard of living, because it includes factors other than income and consumption that affect well-being. For example, there is a consensus in the literature that attachment to a place enhances quality of life scores, a sense of responsibility towards a place, and a sense of commitment among residents [11].

Smallholder lifestyles and life management practices possess distinct characteristics. Unlike large-scale production, the small-scale producer maintains a close connection with the product and their products’ markets. Rather than specialising in a single task, they oversee the entire production process, resulting in an active role for the producer (owner). The owner is personally involved, exercising direct control over the enterprise and its physical assets. Moreover, intellectual values may also be associated with ownership. Beyond generating income, ownership provides a direct source of satisfaction. As a result, the enterprise plays a role in fulfilling the small producer’s personal development, representing a subjective value for the business owner, independent of its market value [12].

2.2. Research Questions

We formulated the following initial research questions based on the existing literature and the findings of our previous in-depth interviews [10]:

Q1. (a) What are the main motivations for local producers to pursue their activities?

Q1. (b) How are the following dimensions reflected in the perceptions of local producers?

• Attachment to local traditions;
• Environmental and cultural ties;
• Social and interpersonal stimuli;
• Autotelic motives/attitudes.

Q2. What do they see as the role of the local community?

Q3. Which characteristic segments can be identified along the motivational dimensions?

The novelty of this research lies in the fact that the intensity of local ties and social relations, along with the autotelic nature of activities, can reveal dimensions of the lives and work of local producers that have been less focused on in the past. A deeper exploration of local ties and social relations can help us to understand how these relations contribute to community cohesion, the sustainability of the local economy, and the identity and satisfaction of producers.

For local producers, their work is not only a source of livelihood but also a source of pleasure, which can contribute to higher levels of engagement, creativity, and innovation in their work. These aspects can shed new light on the role and motivation of local producers and the potential for development of local economies.

This research will begin with a review of the relevant literature, with a particular focus on local production, in order to clarify the concepts involved. Following this, the motivators to be studied, namely local embeddedness, social embeddedness, and autotelic attitudes, will be defined and their characteristic features will be outlined. Regarding the primary research, first, we will describe the data collection methods and the research methodology. After presenting the baseline data, we will carry out a factor analysis and examine which motivators were the most dominant among the attitudes of local producers. We will also build up clusters from the responses of local producers using cluster analysis, and characteristic persona profiles will be created using design thinking methodology. In conclusion, the local producer motivations are linked to the customer experience (CX) model, which provides guidance for local businesses on how to achieve the highest level of customer experience. Local producer motivations are well aligned with the customer experience model. For all businesses, this model serves as a crucial compass for reaching the top of the pyramid that delivers the highest level of experience. Traditional values and roots constitute vital foundations for achieving this goal. By maintaining these and leveraging their power, businesses can advance to the subsequent level where local attachment and community, along with autotelic motivators, can be mobilised.

2.3. The Literature Review

An important starting point for the literature on this topic is the study of local production. Therefore, before delving into the subject, it is important to clarify the concepts of local production, local products, and their unique characteristics. Unfortunately, there is no universally accepted and definitive definition of these concepts as they are subject to a range of interpretations and viewpoints. The following specificities of local food production are highlighted in

Table 1. Distinctive characteristics of local production and products.

Attributes	Sources of Information
Geographical proximity (production, processing, distribution, and consumption occur geographically close to each other or within the same region, within a 20 to 100 km radius)	[13,14,15,16,17,18,19,20]
Social proximity (closeness of the relationship between producers and consumers, and the extent of trust, transparency, and information sharing)	[13,21,22,23]
Subjectivity (depends on factors such as the size of the population and whether the settlement is rural or urban in nature, or the closeness of cities)	[24,25,26]
Perceived traits (authenticity, freshness, better quality and taste, uniqueness, and cultural heritage preservation)	[22,27,28,29,30,31,32,33]
Positive social impacts (health consciousness, environmental considerations, uniqueness, and a desire to support local economies)	[13,16,21,34,35,36]

Source: authors’ own compilation, 2024.

, with some of the main references to the literature.

It is important to recognise that local production functions under different principles compared with other sectors of the global market. Given that human labour inputs or other costs may be higher, it is essential to identify the characteristics that can bring about positive change for small-scale farmers and then assess their influence on attitudes toward sustainable production and the selection of management strategies.

2.4. Motivators of Local Producers

On this basis, we have identified three main dimensions in our research, which are as follows:

(1)

Local Embeddedness

The concept of local identity emerged in social science studies in the 1960s, particularly as an endogenous development opportunity. Knowing and capturing the unique characteristics, production and cultural specificities, and traditions associated with localness is also of great importance for local producers [37,38,39]. A strong local identity is an endogenous development potential, which can also increase the population’s willingness to act [24].

The specificities and cultural heritage of a given area can play a multifaceted role in the development of the producer identity. There is a consensus that the distinctive features of a locality are a powerful identity-forming force. Identifying the key elements that determine local producer identity is therefore a priority for locality research. Therefore, in our previous research, we have already sought to understand how strong the link is between producers and the local culture and place where they operate, and how important this link is to them. Another important question is the extent to which their business highlights distinctive local products or the specificities of local production [10,33,40,41].

(2)

Social Embeddedness

Although mutual stimulation is not typically considered an economic phenomenon, the “background experience” associated with economic activities and resources is highly valued among the benefits produced. Most of the stimulating effects have been observed within human relationships and their reciprocity. Extensive psychological research has demonstrated that social stimulation is one of the most significant sources of human experience. However, a common consequence of a rational, utilitarian, and work-centred approach to life is that it often diminishes the time and attention devoted to others. Nevertheless, the quality and depth of interpersonal relationships have been found to enhance happiness far more than increases in income or consumption [22,42,43,44,45,46,47,48,49].

Local economic actors have the opportunity to interact regularly, which can lead to more intense economic links between them. This proximity and coexistence can result in interactions that are not market-driven and, therefore, cannot be managed by traditional market mechanisms.

(3)

Autotelic Attitude

Focusing exclusively on the objective of an activity can diminish the core value of participation and engagement. Various human activities, such as sports, play, and the fine arts, enrich our lives with pleasure and offer joyful experiences. In these autotelic activities, satisfaction is derived from the activity itself, without relying on external rewards or motivations [12,50,51,52,53,54,55,56,57]. Based on Csíkszentmihályi’s flow theory and the works of [58], the authors of this paper identified several components of autotelic attitude. It is crucial to highlight that an activity can be considered autotelic when it is pursued not for additional gain, but simply because it is enjoyable. When an activity is inherently autotelic, the health benefits or the relief from stress associated with it become secondary or irrelevant [23,59].

3. Methods

3.1. Methodology and Data Collection

This research was carried out using a quantitative technique, including an anonym online survey, in the second quarter of 2024, reaching 73 local producers. This study focused on the Zala River Valley in Western Transdanubia, Hungary, an area spanning three counties, where local production has a rich tradition and plays a vital role. We studied sub-regions in two counties, namely Zala and Vas counties.

The subject-specific questions of the questionnaire were adapted to the research objectives and based on the three dimensions identified in the literature. In addition to multiple-choice and open-ended questions, a 6-point Likert scale rating was included. Question block 18, which assesses the perceptions of local producers, contains 22 scale items and focuses on the following factors: attachment to local traditions, environmental and cultural attachments, social and interpersonal stimuli, and autotelic motives.

In selecting the items for the scales, we conducted a review of the literature on the attitudes and motivations of local producers (see Table 1 for the sources consulted). We employed a preliminary exploratory method to inform our approach. The significance of local and social embeddedness and autotelic motives is supported by a substantial body of research, which demonstrates that these factors are instrumental in comprehending the motivations and actions of local producers. The scale items were designed to reflect the values and motivations that are important to local producers and are deeply rooted in their community and cultural context. These elements reflect not only a commitment to local community relationships and collaborations, but also the intrinsic motivation that producers have to engage in the activity and derive pleasure from it for the benefit of the community. In selecting the items, our objective was to gain a comprehensive understanding of the intrinsic motivations of local producers. We have highlighted these elements because we believe they are the most relevant. To ensure the validity of the scale, we have taken additional steps, such as expert consultation and pre-testing of the questionnaire, to confirm that the items are accurately measuring the construct and that the questionnaire is clear and easy to follow for respondents.

Following the presentation of the basic data, a total of 22 scale items were included in the questionnaire. These items were derived from the theoretical background outlined in Section 2.4 and the results of the qualitative in-depth interview data collection conducted in 2023. The responses from the in-depth interviews with 10 local producers in the Western Transdanubian region facilitated the identification of the primary motivations of local producers, which were also strongly correlated with the dimensions identified in the existing literature [10].

The items with the corresponding sources are as follows:

• I have a strong sense of attachment to the place where I do my work [14,17,45].
• Local heritage is an important root for me [25,26,27].
• I consider local community ties important [26,38].
• I strive to take advantage of local community ties [38,39].
• I try to initiate local cooperation [42,44].
• I like to provide experience programmes for my customers [10,38,40].
• It feels good to bring joy to others through my activities [48,49].
• Making local produce is also my hobby [50,60].
• The activities I do recharge me, I often get carried away and immerse myself in them [12,23,53,58].
• It is a pleasure to be involved [12,23,53,58].
• I am proud of my activity [6,7,27].
• I pay particular attention to the environmental aspects of production [28].
• I became involved in local production because I wanted to meet family expectations [48,61].
• Profit is a secondary consideration, I simply love doing this activity [7,8].
• Nothing can replace the experience and atmosphere of the fairground [10].
• What I do is inter-generational, so I was practically born into it [48,61].
• I discovered the region later in life and decided to produce locally [35,36].
• It is good to be independent [6,7,8].
• I often organise programmes that involve the people who are interested [21,22].
• I am happy to open up my premises to anyone who might be interested [21,22].
• I know the local environment and its characteristics [35,36].
• I obtained most of my knowledge and experience in local production from my parents/grandparents [47,61].

For the successful data collection, we received significant support from the Zala Thermal Valley Association (https://nyitottportak.hu/ (accessed on 22 August 2024)) and the Göcsej Knowledge Centre (https://gocsejitudaskozpont.hu/ (accessed on 22 August 2024)), and we also relied on online local producer directories and several national producer portals.

The objective was to reach as many local producers as possible in the target area, with the aim of obtaining a comprehensive sample. To this end, the local producers involved in the data collection, along with the supporting associations and organisations, were asked to disseminate the questionnaire beyond their own contact lists, so, in addition to targeted sampling, the snowball technique was employed. It should be noted that complete sampling was not verifiable and that data collection was not random; therefore, these factors represent a limitation of the research.

To ensure the most reliable results, we tested the questionnaire before finalising it. We sought input from experts, including the Zala Thermal Valley Association (LEADER Local Action Group), and local producers who participated in the 2023 in-depth interview survey. Based on their feedback, we made the necessary adjustments and revisions. The data were analysed using descriptive statistical methods, association correlation analysis, factor analysis, and K-means cluster analysis using SPSS 25.0 statistical software. In order to better visualise the groups identified by the cluster analysis, persona profiles were developed based on the most relevant criteria and visualised after presenting the main characteristics of the clusters, thus making the main attitudes of local producers more visible.

3.2. Data Analysis

Of the 73 local producers, 41% were men and 59% were women. The majority of respondents (37%) were from Generation X (1966–1979), 31% from Generation Y (1980–1995), and 30% from the veteran generation (1943–1965). Only 1 respondent from Generation Z completed the questionnaire. In terms of educational attainment, 52% of respondents had a college or university degree, 15% had a vocational qualification of the National Qualification Register (OKJ) junior college training programme, 23% had a secondary school leaving certificate, and nearly 10% had a technical or vocational qualification of the National Qualification Register (OKJ) intermediate training programme.

In terms of target area, most respondents (66%) from the two counties were from the Göcsej and Zala Valley regions, 25% from the “Őrség” and “Vendvidék” sub-region, but local producers from the Keszthely basin and the Hetés region were also involved. Several local producers (52%) were engaged in local production on a full-time basis, while 41% were in full-time employment and the remaining 7% were retired. The most important basic data concerning the respondents are summarised in

Table 2. The most important basic data concerning the respondents.

Basic Data on Local Producers		Frequency (Person)	Percent
Gender	Male	30	41.1%
	Female	43	58.9%
Age group	1943–1965	22	30.1%
	1966–1979	27	37.0%
	1980–1995	23	31.5%
	1996–2010	1	1.4%
Education attainment	Secondary school leaving certificate	17	23.3%
	University/College	38	52.1%
	Vocational qualification of the National Qualification Register (OKJ) junior college training programme	11	15.1%
	Vocational qualification of the National Qualification Register (OKJ) intermediate training programme	2	2.7%
	Technician level	5	6.8%
Sub-region	Göcsej	24	32.9%
	Hetés	2	2.7%
	Keszthely Basin	5	6.8%
	Őrség (Vendvidék)	18	24.7%
	Zala Valley	24	32.9%
Years of experience of the respondents	0–1	1	1.4%
	1–2	5	6.8%
	2–5	13	17.8%
	5–10	20	27.4
	10–20	21	28.8
	More than 20	13	17.8

Source: generated by SPSS program based on the authors’ primary data collection.

.

Table 1 shows that the majority of respondents (74%) have been involved in local production for more than 5 years, so the answers given are based on the strength of practical and life experience. In total, 77% of respondents started local production as a result of their own business ideas, while the remaining 23% had been involved in an existing family business since childhood and continued with it.

The predominant activities undertaken by local producers are detailed in

Table 3. Products and services that are most relevant to the profile of the respondent.

Mentioned as an Activity by More than 10 Respondents	Mentioned as an Activity by 4–9 Respondents	Mentioned as an Activity by 1–3 Respondents
fruits, vegetables, canned vegetables and fruits (jam, syrup, juice), honey, honey products, entertainments (exhibitions, tastings)	pickles, dried fruit, lyophilised vegetables, fruit, herbs and spices, eggs, brandy, meat products, oil seeds, horticultural products, tourist services (catering, accommodation)	milk and milk products, cod meat, poultry meat, pasta, bakery products, pastries, pressed or extruded oils, spices, tinctures, wines, essential oils, flowers

Source: own compilation based on primary data collection, 2024.

.

4. Results

4.1. Results of Research on the Perceptions of Local Producers

The 22 scale items were grouped into 5 distinct factors, which collectively explained 64.1% of the total variance. The five factors identified are as follows: (1) local attachment and local community, (2) autotelic attitude, (3) “I love it” experience, (4) attachment to tradition, and (5) attachment to deep roots.

A number of factor analysis versions were tested, but the five-factor model proved to be the most appropriate for the three dimensions explored from a theoretical perspective. For two of the three factors, deeper categories emerged, such as “I like the experience”, in addition to the autotelic motive, and “deeper roots (local environment and transmission of parental/grandparental knowledge)” for the category attachment to traditions.

The first factor had strong explanatory power, explaining 27.7% of the total variance. The principal component analysis showed the following results: KMO = 0.627; Bartlett’s test of sphericity approx. chi-square, 877.014; df, 231; sig. 0.000.

Following the factor analysis, we examined which scale items or factors were the most dominant in the observations of the local producers.

Once the factor analysis was complete, we tested the internal consistency of the items in each factor using the Cronbach’s alpha index. The majority of items exhibited a value above 0.7, indicating that their reliability was acceptable. This implied that items belonging to the same factor measured a “common” phenomenon. All items had values above 0.5 and most of them had values above 0.65. One of the six items classified as an autotelic factor (“I started local production because I wanted to meet my family’s expectations”) was removed because the Cronbach alpha significantly reduced the internal consistency and thus the indicator without α = 0.782. This factor was of course excluded from further analyses. The factor that did not meet the minimum requirement (“attachment to deep roots” (α = 0.527)) was also excluded from the cluster analysis. As the indicator for the factor “I love it” (α = 0.686) was very close to the expected value of 0.7 and this factor was very well related to the autotelic factors in terms of content, as it expressed a higher level dimension of the latter, we included it in our analysis.

The table also shows that the highest score was given to the statement “It feels good to bring joy to others through my activities” (mean = 4.78; median = 5), with the second highest score being given to the statement “It is a pleasure to be involved” (mean = 4.74; median = 5). The factor “I am proud of my activity” was also dominant in addition to the pleasure statements. It is clear that local producers did not enter into local production because of family expectations at all (mean = 1.55; median = 1), and that the activity they carried out was intergenerational, i.e., the item “I was practically born into it” was also not a dominant factor among the survey participants (mean = 1.97; median = 1).

4.2. Results of the Cluster Analysis

The responses of the local producers were used to inform the application of K-means clustering and Euclidean distances. Two of the twenty-two factors were “What I do is intergenerational, so I was practically born into it” (p = 0.543) and “It feels good to be independent” (p = 0.203), the others showed significant differences between the groups (

Table 4. Structure matrix of the factor analysis.

Scale Items	Local Attachment, Local Community	Autotelic Attitude	’I love it’ Experience	Attachment to Tradition	Attachment to Deep Roots
	Measuring the attachment to the local area, the importance of the local community, and the connection to it	Own pleasure and flow	Personal and community experience	The role of tradition and the passing on of its experience	Attachment to the family and the local natural environment
I have a strong sense of attachment to the place where I do my work.	0.698
Local heritage is an important root for me.	0.798
I consider local community ties important.	0.724
I strive to take advantage of local community ties.	0.843
I try to initiate local cooperation.	0.583
I like to provide experience programmes for my customers.	0.605
It feels good to bring joy to others through my activities.	0.434
Making local produce is also my hobby.		0.480
The activities I do recharge me, I often get carried away and immerse myself in them.		0.533
It is a pleasure to be involved.		0.709
I am proud of my activity.		0.596
I pay particular attention to the environmental aspects of production.		0.779
I became involved in local production because I wanted to meet family expectations.		−0.762
Profit is a secondary consideration, I simply love doing this activity.			0.859
Nothing can replace the experience and atmosphere of the fairground.			0.730
What I do is intergenerational, so I was practically born into it.				−0.619
I discovered the region later in life and decided to produce locally.				0.387
It is good to be independent.				0.748
I often organise programmes that involve the people who are interested.				0.560
I am happy to open up my premises to anyone who might be interested.				0.689
I know the local environment and its characteristics.					0.806
I obtained most of my knowledge and experience in local production from my parents/grandparents.					0.634

Principal component, Promax with Kaiser normalisation. KMO 0.627; (Bartlett test p = 0.000; total variance explained 57.5%); N = 73. Source: own compilation based on primary data collection, 2024.

) and were included in the analysis. Thus, each cluster was subjected to a deeper analysis based on 19 items of perceptions of local production (e.g., joy, pride, family pattern, local identity, tradition) according to 4 factors.

Table 5. Descriptive statistics of scale items of local producer perceptions on the full sample based on factor analysis.

Scale Items	Mean	Standard Deviation	Median
Local attachment and local community (α = 0.844)
I have a strong sense of attachment to the place where I do my work.	4.32	1.079	5.00
Local heritage is an important root for me.	4.22	1.044	5.00
I consider local community ties important.	4.33	1.081	5.00
I strive to take advantage of local community ties.	4.45	0.834	5.00
I try to initiate local cooperation.	3.99	1.021	4.00
I like to provide experience programmes for my customers.	4.21	1.142	5.00
It feels good to bring joy to others through my activities.	4.78	0.449	5.00
Autotelic attitude (α = 0.782)
Making local produce is also my hobby.	4.25	0.940	4.00
The activities I do recharge me, I often get carried away and immerse myself in them.	4.30	0.982	5.00
It is a pleasure to be involved.	4.74	0.578	5.00
I am proud of my activity.	4.66	0.628	5.00
I pay particular attention to the environmental aspects of production.	4.56	0.666	5.00
“I love it” experience (α = 0.686)
Profit is a secondary consideration, I simply love doing this activity.	3.74	1.054	4.00
Nothing can replace the experience and atmosphere of the fairground.	3.51	1.454	4.00
Attachment to tradition (α = 0.743)
What I do is intergenerational, so I was practically born into it.	1.97	1.374	1.00
I discovered the region later in life and decided to produce locally.	2.45	1.625	1.00
It is good to be independent.	4.29	1.047	5.00
I often organise programmes that involve the people who are interested.	3.01	1.389	3.00
I am happy to open up my premises to anyone who might be interested.	3.75	1.199	4.00
Attachment to deep roots (α = 0.527)
I know the local environment and its characteristics.	4.47	0.765	5.00
I obtained most of my knowledge and experience in local production from my parents/grandparents.	3.16	1.491	3.00

Likert scale: 1—not at all; 6—very much. N = 73. Source: own compilation based on primary data collection, 2024.

summarises the descriptive statistics of scale items of local producer perceptions.

Upon completion of the analysis, a two-cluster solution was identified, comprising 61 individuals in the first cluster and 12 in the second. The clusters were primarily distinguished by perceptions related to local production, including joy, pride, family values, local identity, and tradition. With the exception of one statement, all factors exhibited significant differences between the clusters, and were thus included in the analysis.

This study yielded two clusters of respondents, each with distinct characteristics. These characteristics were described based on the clusters’ basic data and the results of

Table 6. Results of the cluster analysis.

Factors	Clusters	Cluster 1.			Cluster 2.			ANOVA p-Value
	Statements	Mean	Standard Deviation	Median	Mean	Standard Deviation	Median
Local attachment and local community	I have a strong sense of attachment to the place where I do my work.	4.56	0.786	5.00	3.08	1.505	3.00	0.000
	Local heritage is an important root for me.	4.51	0.788	5.00	2.75	0.965	3.00	0.000
	I consider local community ties important.	4.61	0.862	5.00	2.92	0.996	3.00	0.00
	I strive to take advantage of local community ties.	4.74	0.444	5.00	3.00	0.853	3.00	0.000
	I try to initiate local cooperation	4.18	0.958	4.00	3.00	0.739	3.00	0.000
	I like to provide experience programmes for my customers.	4.57	0.763	5.00	2.33	0.888	3.00	0.000
	It feels good to bring joy to others through my activities.	4.85	0.358	5.00	4.42	0.669	4.50	0.002
Autotelic attitude	Making local produce is also my hobby.	4.46	0.621	5.00	3.17	1.467	3.50	0.000
	The activities I do recharge me, I often get carried away and immerse myself in them.	4.44	0.904	5.00	3.58	1.084	4.00	0.005
	It is a pleasure to be involved.	4.90	0.300	5.00	3.92	0.900	4.00	0.000
	I am proud of my activity.	4.77	0.462	5.00	4.08	0.996	4.00	0.000
	I pay particular attention to the environmental aspects of production.	4.67	0.473	5.00	4.00	1.128	4.00	0.001
‘I love it’ experience	Profit is a secondary consideration, I simply love doing this activity.	3.89	0.985	4.00	3.00	1.128	3.74	0.007
	Nothing can replace the experience and atmosphere of the fairground.	3.77	1.371	4.00	2.17	1.115	2.00	0.000
Attachment to tradition	What I do is intergenerational, so I was practically born into it.	2.02	1.348	1.00	1.75	1.545	1.00	0.543
	I discovered the region later in life and decided to produce locally.	2.34	1.622	1.00	3.00	1.595	3.50	0.004
	It is good to be independent.	4.30	1.070	5.00	4.25	0.965	5.00	0.203
	I often organise programmes that involve the people who are interested.	3.26	1.365	3.00	1.75	0.622	2.00	0.000
	I am happy to open up my premises to anyone who might be interested.	3.97	1.016	4.00	2.67	1.497	3.00	0.000

Source: own compilation based on primary data collection, 2024.

. To illustrate these characteristics, persona profiles were prepared, which were further informed by the open-ended questions in the questionnaire.

The initial cohort is referred to as “Value-Creator”. This group predominantly comprises women who have obtained a tertiary education and are either “Veterans” or belong to Generation X. They have developed their own concept for local production activities as an ancillary or supplementary pursuit to their pension in the Göcsej region, and have accumulated over a decade of experience.

They have a strong attachment to the place where they work, pay particular attention to the environmental aspects of production, value local community ties, and try to make the most of them. They are committed to preserving and passing on local values and are keen to organise experiential activities to this end.

These local producers are characterised by a highly autotelic attitude. They are happy to be involved in an activity that is rewarding. Creative work brings new products to life, and, on the way, they often experience a flow-like experience of immersion and reflection. This is the driving force behind the community experience programmes they organise for their customers.

This is indicated by the average score of 4.57 for the statement “I like to provide experience programmes for my customers”. They enjoy the atmosphere of the fairs, where they receive immediate feedback from their customers and they can share the “secrets behind the products”. They believe in the power of creating shared value and are keen to be involved in and take the initiative to organise such programs.

They are less attached to tradition but recognise that it is an important foundation to build upon, and are keen to combine it with innovative modern solutions.

“The value of the knowledge we inherit from our family roots is invaluable, combined, of course, with the application of new technologies”.

Traditional values and expertise from the ancestors are gladly shared with the interested public, so the motif of knowledge transfer is also present. The statement “I am happy to open up my premises to anyone who might be interested” received an average score of 3.97.

Local producers in Cluster 1 demonstrate a comprehensive integration of the studied motives in their activities, with the two most dominant motives being local attachment and local community, and the experience dimensions.

The main features are summarised and illustrated in the persona profile (see Figure 2).

The second cluster is called “Proud” and is made up mainly of Generation Y men with a high school diploma or technical training (see Figure 3). They have been involved in local production since childhood and have continued to be involved. Their ancillary occupation is running a business in the Zala Valley area. Most of them have 1–5 years of experience in self-employment.

Their local ties are moderately strong. They have less sense of the role and potential of the local community and therefore show moderate activity and openness to local cooperation and relationships. They are highly motivated to produce good quality unique products and are proud of these creations. The autotelic motives are rather superficial and the experience of deeper involvement and flow is less evident in this group, as confirmed by the responses given in the statements below:

• The activities I do recharge me, I often get carried away and immerse myself in them (mean: 3.58).
• Making local produce is also my hobby (mean: 3.17).

They are happy to bring joy to others through their activities, but they do not really offer experiential activities to their customers. They are not really open to opening up their premises and showing their activities, as shown by “I am happy to open up my premises to anyone who might be interested” (average score: 2.67).

Producers in Cluster 2 are goal-orientated, but 1–5 years of experience has not yet given them enough ground to build deeper roots for the four factors we studied in our research. They strive for excellence in their products, and this gives them pride, but there is less of a motive to involve local resources and experiential factors.

The diverse range of producer experience attributes presented in the study is also reflected in the products on offer in the area under study. Small-scale producers attempt to enhance their products with local characteristics, complimentary items, and novelties in order to achieve a more profound consumer engagement. In addition to the intrinsic value of their products, they provide programmes that range from simple experiences to the creation of a profound emotional impact.

It is apparent that the identified producer values and attitudes can be translated into increased customer experience. For example, this can be clearly highlighted by fitting the motivator components to the CX (customer experience) pyramid model, as can be seen in Figure 4.

For small producers, engagement and positive inner experiences predominate over alienation. These joyful experiences increase their openness to local community relations and cooperation, and provide a basis for the development of shared value creation initiatives.

Moving on from level 2 of the pyramid, the customer experience based on authenticity can be created, which perpetuates the factors of the previous two levels and can elevate it to a very unique, authentic, and memorable level.

The results of our research allow us to conclude that the characteristics identified by the factors are present in the local producers of the study area. Members of Cluster 1 are already exhibiting a high level of intensity in their efforts to move towards the top of the pyramid, attempting to align themselves with the latest trends, demonstrating openness to innovation and commitment to value creation. The dimensions at level 2 are a significant driving force for them.

Members of Cluster 2 have a defined vision of the direction required to attain level 3. Their established roots, familial patterns, childhood experiences, and high-quality products provide a solid foundation for this. However, there is a need to strengthen their position concerning the level 2 factors, which serve as a crucial intermediate step to the top.

5. Discussion

5.1. Local Embeddedness and Social Capital

The importance of local identity and community ties identified in our study resonates with the concept of “local embeddedness”, which is widely discussed in the literature [37,38]. Local embeddedness fosters a sense of place, a key factor in shaping sustainable practices among small-scale producers. Our findings suggest that producers deeply connected to their local environment and community are more likely to prioritise sustainability as part of their production process. This supports the argument made by [39] that local food systems are sustained through strong social capital, where relationships within the community play a pivotal role in maintaining ethical and environmentally conscious production practices.

The significance of social relationships as motivators for local producers mirrors studies that highlight the role of social capital in rural economies [47]. The social embeddedness of local producers underscores the value of collective efforts in fostering sustainable practices. The importance of social connections within the local community, as identified in our “Value-Creator” cluster, reflects findings from [48] that community-based networks are essential for enhancing resilience and adaptive capacity in local food systems. Sage [49] further supports this by noting that community ties serve as a form of social insurance, fostering trust and cooperation among local producers.

5.2. Autotelic Motivation and Well-Being

The autotelic attitude, which we identified as a significant motivational factor among local producers, closely relates to the notion of intrinsic motivation as described by [61] in their self-determination theory. Our findings suggest that, for many local producers, the joy and satisfaction derived from the act of production itself are as important, if not more so, than external rewards such as profit. This echoes earlier research by [58,59], who found that local food producers often engage in their work not only for economic gain but also for personal fulfilment and well-being. In our “Proud” cluster, autotelic motivation was less pronounced but still played a role in shaping production practices, particularly in terms of product quality.

This intrinsic motivation is linked to the concept of “flow” described by [62], where individuals are fully immersed in activities they find inherently rewarding. The positive experiences reported by the producers in our study indicate deep engagement with their work, leading to increased commitment to sustainable practices and community relationships. This aligns with studies such as [56,57], which suggest that intrinsic motivation fosters deeper connections to sustainability goals.

While previous research has focused largely on the economic and environmental benefits of local production systems, our study contributes a more nuanced understanding by highlighting the psychological and social dimensions of producer motivation. The distinction between the “Value-Creator” and “Proud” clusters adds depth to existing discussions on producer typologies, offering new insights into how different motivational profiles shape sustainable production practices. This supports the work of [63], who argued that local food systems are diverse and shaped by various producer motivations and community dynamics.

6. Conclusions

The starting point for our research was the recognition that social, environmental, ethical, and psychological factors should be taken into account when examining responsible production. This underscored the need for a holistic approach to sustainability research, whereby the concept of sustainability cannot be limited solely to health consciousness. Our study investigated the attitudes and intrinsic motivations of local producers in the Zala Valley and the neighbouring sub-regions in western Hungary, which influence their beliefs, perceptions, and practices.

Regarding the first research question (Q1.a), we identified the following motivators with factor analysis: local attachment and local community, experiences (autotelic attitudes and the “I love it” experience), and attachment to traditions. These factors demonstrated a significant relation to the following factors identified in the existing literature and observed in our own in-depth interviews: attachment to local traditions, environmental and cultural attachments, social and interpersonal stimuli, and autotelic motives.

In light of the aforementioned and the findings of our previous in-depth interview survey (10), we formulated 22 statements. Subsequently, in response to research question Q1.b, we sought to determine how the former dimensions were reflected in the perception of local producers. To gain deeper insight into the motivational perceptions of producers, factor analysis and cluster analysis were employed. The motivational factors were grouped into five categories based on the analysis. The motivational factors were classified into five groups: (1) local attachment and local community, (2) autotelic attitude, (3) “I love it experience”, (4) attachment to tradition, and (5) attachment to deep roots. The mean values indicate that the primary motivation for local producers was “local attachment and local community” (mean = 4.33), followed by “autotelic attitude” (mean = 4.01), “attachment to tradition” (mean = 3.81), “I love it experience” (mean = 3.62), and finally “attachment to deep roots” (mean = 3.1). In both clusters, the two most dominant motivational factors were “autotelic attitude” and “local attachment and local community”. However, the smaller cluster, “Proud”, had an overall average of 3–4 for these factors, while the first bigger cluster, “Value-Creator”, had an average of 4.5–5 for these factors (see Table 5).

Our research confirmed our initial assumptions. The respondents’ answers reflected the importance of the motivating factors that we believe play a role in local production. The results showed that small producers are not driven by a sense of alienation but rather by a strong sense of commitment. They often experience a positive joyful engagement with their work, contrasting with the monotony that can accompany mechanical tasks.

These positive experiences can foster a commitment to and openness toward developing local community relationships and cooperation, and could also lay the groundwork for promoting and enhancing shared value creation initiatives. Their roles are underlined by the literature, which suggests that, when an experience is shared with others, it becomes more enduring and creates a collective memory that often lasts longer than individual memories [64].

This also provided an answer to research question (Q2) “What do they see as the role of the local community?” The cluster analysis identified two distinct groups in this area. While Cluster 1 producers, who has many years of experience, reliy heavily on local connections, believe in the power of the local community, and are actively involved in all initiatives that build and develop the local community, the younger generation in Cluster 2 is not yet aware of the power of the local community and the benefits of cooperation.

Relating to our third research question ((Q3) “Which characteristic segments can be identified along the motivational dimensions?”), we identified two distinct clusters of producers. The first cluster, “Value-Creator”, primarily consists of women who feel a deep connection to their place and community. For them, sustainable production is more than just a business, it is a lifestyle choice and a communal experience. They have a strong autotelic attitude, which means that they conduct their activities for themselves and for the pleasure they receive from them. They believe in experiential programmes, in the power of shared value creation, and are eager to take ownership and initiative.

The second cluster, “Proud”, is mainly composed of young men. This group is less attached to local communities and traditions and more focused on the quality and uniqueness of their products. Although autotelic motives are prominent, although less pronounced in this group, their commitment to production quality is evident. The potential for creating experiences and for community building is only used to a lesser extent. Both groups identified have their own uniqueness and strengths. It is important that they are open to sharing best practice, knowledge, and experience, to collaborating and thinking together, as this collaborative and mutually supportive power can inspire, generate new ideas, and lead to innovative solutions and initiatives.

A novel aspect of our research was the identification of key elements that shaped local producers’ attitudes, informed by theoretical perspectives and distinguished through cluster analysis based on respondents’ perceptions. From a practical standpoint, the profiles generated based on the findings will provide local producers with a sense of self-awareness, offering both confirmation of their current trajectory and guidance on untapped potential and development pathways. Furthermore, associations, clusters, and other organisations that facilitate and support local producer businesses can utilise the research outcomes to inform strategy, programme development, and innovative solutions.

In conclusion, our research reinforces the idea that local food systems are not solely driven by economic considerations but are deeply intertwined with social, ethical, and psychological factors. The role of local and social embeddedness, alongside autotelic motivations, highlights the complex and multidimensional nature of sustainability in local production. As small-scale producers continue to navigate the challenges of maintaining sustainable practices, future research and policy efforts must consider these broader motivators to support resilient and thriving local food systems.

7. Future Research Agenda

The findings of this study offer several opportunities for further research, which could enhance our understanding of the underlying factors influencing producers’ flow experiences.

Firstly, the results provide a solid foundation for comparative analysis across other Hungarian regions and sub-regions with similar local production traditions. By examining these areas, researchers can explore whether the motivations and experiences identified in this study are consistent or vary across different geographical and cultural contexts.

Given the significant presence of artisanal entrepreneurs in the study area, we also plan to investigate the dimensions examined in this study within the context of these entrepreneurs. By contrasting their experiences with those of local agricultural producers, we aim to uncover any distinct motivators or challenges that may be unique to artisanal production.

The results will provide a foundation for investigating how genuine producer experiences can be transferred, transformed, and communicated to consumers. We therefore plan to examine the factors that fit into the CX pyramid model from the consumers’ perspective, with the intention of gaining insights into the experiences of individuals in different age groups. Specifically, we will focus on understanding how individuals in different age groups perceive and engage with these producer experiences.

This research also opens up possibilities for comparative studies that explore consumer opinions and identify relationships between producers and consumers. From a practical standpoint, our findings suggest that local producers are on a promising path and offer guidance for reaching the highest level of the CX pyramid.