Abstract Segmentation is crucial for targeting product development initiatives and marketing communication nationally as well as internationally. In this paper we use the Food Related Lifestyle instrument that has been applied in the food arena for many years as a ‘stepping stone’ to develop a contemporary, targeted and smaller version of the Food Related Lifestyle instrument, still following the original theoretical framework. In particular we focus on three dimensions that have proven to be of core value in segmentation: food involvement; food innovativeness; and, food responsibility. Based on data collection in six countries (DK, AU, HU, UK, USA and NZ) across two rounds from 2017 to 2019 (total N = 3396), we propose a new core instrument consisting of 15 items that have been tested for cross-cultural validity. Next, we used these three dimensions for segmentation across the six countries by applying multi-level latent class analysis. A solution leading to five different segments could be identified; the foodies, the moderates, the adventurous, the uninvolved and the conservatives. The segments were profiled by means of Schwartz’s ten value domains and measures of self-reported food-related behaviour to check for nomonological validity. We conclude that the 15 items were cross-culturally valid, could be used for segmentation across six countries, and that segment profiling by means of Schwartz values and behavioural items were in line with the theoretical background.
Last. Frode Alfnes(NMBU: Norwegian University of Life Sciences)H-Index: 21
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Abstract Time scarcity is an important driver for food choices. Despite this, little research has been conducted on the preferences of consumers and their willingness to pay for reduced food preparation times. We have explored consumer preferences with respect to saving time in cooking, using a payment card technique with an online survey on a sample of German (486 in number) and Italian (494) consumers. Our findings differ from those of other studies on the same context of daily duties, such as...
Abstract International segmentation is defined as the identification of groups of consumers with similar needs and wants in the food domain across cultural units. Four criteria for such segmentations are discussed (theoretical support for the segmentation base, cross-cultural relevance of the segmentation base, cross-cultural validity of the measurement instrument, validation by measures of responses to marketing parameters). Three dominant approaches are identified in the literature: segmentati...
Last. Francesco Testa(Sant'Anna School of Advanced Studies)H-Index: 30
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Abstract Previous research on sustainability and health-related product labels has sought to develop segmentation frameworks based on consumers' self-reports. However, consumers are likely to overstate the effect that these labels have on their purchasing behavior. Moreover, existing consumer segmentation frameworks do not distinguish among product labels based on whether they offer public benefits (e.g., environmental benefits, animal welfare, social equity) vs. private benefits (e.g., cost sav...
Abstract This study aims to characterize the food-related lifestyles of single-person households as home meal replacement (HMR) consumers and to investigate socio-economic dimensions and selection attribute characteristics for HMR according to consumers’ food-related lifestyles. We identified three groups by factor and cluster analysis: “utilitarians” (19.3%), “health-conscious utilitarians” (22.2%), and “variety seekers” (58.5%). Utilitarians are typically in their 20 s, unmarried, and unemploy...
Abstract This paper investigates how country of residence and food-related lifestyle (FRL) interact in shaping (un)sustainable food consumption patterns. An online survey was carried out in ten European countries (n ≈ 335 in each country), covering the five regions North, South, East, West and Central Europe. Multi-group CFA (AMOS22) was used to test the cross-national validity of the FRL instrument. After deleting a few items, it was found that the factorial structure of all five FRL domains is...
Abstract Introduction Household food gatekeepers have the potential to influence the food attitudes and behaviours of family members, as they are mainly responsible for food-related tasks in the home. The aim of this study was to determine the role of gatekeepers' confidence in food-related skills and nutrition knowledge on food practices in the home. Methods An online survey was completed by 1059 Australian dietary gatekeepers selected from the Global Market Insite (GMI) research database. Part...
#1M.C.D. Verain(WUR: Wageningen University and Research Centre)H-Index: 4
#1M.C.D. Verain(WUR: Wageningen University and Research Centre)H-Index: 5
Last. Gerrit Antonides(WUR: Wageningen University and Research Centre)H-Index: 26
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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 ...
Last. Luigi Cembalo(University of Naples Federico II)H-Index: 24
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Abstract In recent years a new form of food production and distribution organisation, as part of small-scale and local agriculture, has been gaining ground. Generically termed short supply chains (SSCs), this new model of food procurement comprises various forms such as community-supported agriculture, box schemes and solidarity purchase groups. Consumer participation in SSCs is dictated by deep motivations: while consumers are principally encouraged by the desire to preserve local producers, as...
This study investigates the choice of consumer research methods in the fuzzy front end (FFE) of the new product development (NPD) process. First, it delivers an up-to-date overview of currently available consumer research methods for use in the FFE of NPD. Second, using an online questionnaire, we obtain insights into the use of these consumer research methods by B-to-C companies based in the Netherlands (N = 88, including many major multinational companies). Third, these companies provided the ...
Abstract In order to achieve a better understanding of young consumers’ deselection of pork, the objective of the present study was to get insight into the influence of attitudes, perceived social norms, abilities, and other psychological factors on pork consumption among young consumers in Denmark and Sweden. Using data collected through questionnaire surveys within a Theory of Planned Behavior framework the study explored the extent to which different psychological factors influence young cons...
Consumer interest in traditional food products (TFPs) has increased in recent decades. The concept of TFPs is made up of seven dimensions. However, it is not yet clear what the contributions of these dimensions are to the perception of the traditional image of a specific product. In addition, the effects of constructs such as habit, product involvement and objective and subjective knowledge on the traditional character of a product have not been explored either. The aims of this work were to eva...
Palm oil production and consumption involve several consequences, the perception of which are significant factors that influence consumer behavior. The aim of our research is to explore which health, environmental, or social consequences associated with palm oil influence consumers most in their behavior to avoid palm oil. We examined the three risk types from two approaches: from the viewpoint of generally perceived consequences, and the viewpoint of consequences perceived specifically in relat...