Consumer segmentation based on food-category attribute importance: The relation with healthiness and sustainability perceptions

M.C.D. Verain*, Siet J. Sijtsema, Gerrit Antonides

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

49 Citations (Scopus)

Abstract

Sustainability issues pose an important challenge to contemporary dietary patterns. Scientists more and more emphasize the importance of consumers shifting their dietary patterns towards consumption levels that are not only healthy but simultaneously consider sustainability. Therefore, the aim of the current study is to identify consumer segments based on importance consumers attach to a range of food-category attributes, with a special focus on sustainability attributes. In addition, the study aims to explore differences between the identified segments in their perceptions of synergy between healthiness and sustainability of food products. Three segments were identified: a pro-self, an average and a sustainable conscious segment. Synergy between perceptions of healthiness and sustainability differed across segments. The findings indicate the importance of taking food category differences into account. In addition, this study shows that importance attached to food-category attributes forms a valuable segmentation basis, as the segments relate to the perception of healthiness and sustainability of products. Implications for future studies are presented.

Original languageEnglish
Pages (from-to)99-106
JournalFood Quality and Preference
Volume48
Issue numberPart A
DOIs
Publication statusPublished - 1 Mar 2016

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Keywords

  • Consumer segmentation
  • Food attributes
  • Food choice motives
  • Food perception
  • Healthiness
  • Sustainability

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