LOHAS Values and Local Producer Identity: Evidence from Short Food Supply Chains in Western Hungary

The increasing vulnerability of global food systems – exacerbated by the pandemic, climate change, and disruptions to international supply chains – has highlighted the importance of local food production for sustainability, food security, and rural resilience. At the same time, the LOHAS (Lifestyles of Health and Sustainability) value system is gaining prominence, shaping consumer demand for locally produced, environmentally responsible, and health-oriented products. While the existing literature predominantly addresses LOHAS consumers and local food systems as separate research domains, limited empirical attention has been paid to the value-based alignment between LOHAS principles and local food producers, particularly from a territorial and place-based perspective. This study seeks to address this gap by examining how LO-HAS value dimensions are reflected in the self-identification and operational practices of local food producers, and by analysing how such value alignment contributes to the sustainability and resilience of territorially embedded rural production systems. The empirical analysis draws on an online survey conducted in the second quarter of 2024 among 73 local producers operating in Zala and Vas counties in Western Hungary. Factor analysis and cluster analysis were applied to identify underlying value structures and producer typologies. The results reveal two distinct producer clusters, one of which exhibits a strong alignment with LOHAS values. Producers within this cluster place particular emphasis on sustainability, environmental responsibility, health consciousness, and authenticity, alongside a pronounced commitment to local embeddedness and community-oriented practices. Overall, the findings demonstrate that LOHAS-related values are not confined to the consumer side but are increasingly embedded in territorially grounded local production models. This value alignment may play a significant role in strengthening short food supply chains rooted in specific geographical contexts, thereby contributing to the long-term socio-economic and environmental sustainability of rural regions.