Differences in drivers of healthy eating and nutrition app preferences across motivation-based consumer groups

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Abstract

The aim is to explore whether and how different consumer groups, based on health motivations, differ in their drivers to adopt a healthy diet and their preferences for nutrition app properties. Four groups were identified: Health-motivated, Moderately-motivated, Body-motivated and Mind-motivated consumers. All groups are motivated to consume a healthy diet, although the Moderately-motivated less than the other groups. In addition, all groups feel sufficiently able to consume a healthy diet. Most differences were found regarding the perceived opportunity to consume a healthy diet. Although the perceived financial opportunity and the eating context are barriers to all groups, physical opportunity (lack of availability) is only perceived as a problem by the Moderately-motivated group. Worries about data protection is an issue to all groups, except for the Body-motivated group. Finally, social acceptance is not perceived as a barrier. Since different health motivations (e.g. physical health) can be related to different properties of nutrition apps (e.g. positive feedback), differences in app preferences were researched, but groups showed little differences in their preferences. For all groups easy navigation and a complete and reliable food database are important requirements for a nutrition app. In conclusion, this study suggests that consumer groups based on health motivations need different approaches to support them in healthy eating, but there is no clear need to adapt properties of nutrition apps to these groups. In the future, it could be interesting to study app preferences for other types of consumer segments e.g. based on socio-economic status or body mass index.

Original languageEnglish
Article number105145
JournalFood Quality and Preference
Volume116
DOIs
Publication statusPublished - Jul 2024

Keywords

  • App properties
  • Consumer segments
  • Health-related motive orientation
  • Mobile health (mHealth)
  • Motivation
  • Nutrition apps

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