Tradition as Economic Value: The Role of Medicinal Herbs in Emerging Green Health Markets

Abstract

This study examines the cultural, social, and economic contexts of herbal medicine use in Hungary, as well as in the Carpathian Basin and Hungarian-populated regions of Europe. Its aim is to explore how traditional plant knowledge lives on and is utilized in 21st-century health and economic systems, with particular regard to the growing demand for phytotherapeutic products and the development of natural-based industries. Ethnobotanical heritage has survived in Hungarian and cross-border communities—especially in the Csángó, Székely, and Transdanubian regions—not only as an element of cultural identity but also as a local economic resource (Papp & Birkás-Frendl, 2013; Pinke & Kapcsándi, 2022). The research is based on semi-structured interviews, field observations, and international comparisons, with a particular focus on market and social trends that strengthen the economic embeddedness of the alternative health industry and natural products. The results identified three main attitude types: traditional (based on local knowledge and community self-sufficiency), conscious modern (digital and eco-oriented consumer behavior), and spiritual-ritual (identity- and community-forming). The use of medicinal herbs is therefore not merely a health-preserving practice, but also a value-creating economic activity that bridges local knowledge and the global market. The study highlights that the future of phytotherapy lies in the synergy of traditional knowledge, scientific validation, and innovative value chains. This connection can contribute to the diversification of rural economies, the development of a sustainable health industry, and the long-term competitiveness of the green economy.