Decision tree analysis of the prospects of organic food: Evidence from China and Hungary

With the growing population, increasing income, and high-speed lifestyle, people pay more attention to a healthy diet and nutritional food. Organic food, also regarded as healthy, sustainable, or eco-friendly eating, has gained global popularity. This trend has been particularly amplified by the COVID-19 pandemic, leading to a surge in demand for nutritious foods worldwide. Organic food originated in Europe, with the highest development globally. Its progress varies by country. China's organic food industry began decades ago, growing rapidly. As globalisation advances and China's economy accelerates, it is valuable to examine the organic food industries in Hungary and China. In order to understand the willingness of consumers to buy organic food, we conducted a survey for a month in 2021 from 581 respondents in Hungary (185), China (374), and other countries, compared the respondents' demographic data, organic food consumption and their buying willingness and attitude to recommend organic food to other consumers. The decision tree analysis was deployed to analyse the statistical data via SPSS software. It showed that organic food has a positive demand in both Hungary and China, but some purchase habits are different in these two countries.