The aim of this study is to identify factors impacting consumer attitudes towards the purchase of functional foods, also known as foods with a positive physiological impact on health, in Hungary. Our work also focuses on the volume of information currently available to consumers when making such a choice, and on identifying consumer clusters. Particular attention is paid to the extent to which the available information can impact the respective purchase decision, which channels are used in

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... ning such information, and which information is considered reliable or unreliable by shoppers. Based on the results of focus group research, we conducted a questionnaire-based survey (n=502). To reduce the high number and hard-to-interpret attitude variables, a factor analysis was performed, followed by the formation of consumer segments via cluster analysis according to the consumer attitude indicators. These segments were termed Health-conscious consumers, Consumers with limited information, The sceptics and The price conscious, and were characterised according to socio-demographic, behavioural and attitude variables. Then, we sought to identify the sources of information that would best address a given segment, and explored the efficiency of information transfer in the functional food market.