Segmentation of Food Consumers Based on Their Sustainable Attitude
The proposed study aims to segment consumers based on a sustainable approach to the consumption of food. The shift in consumers’ attitudes towards more balanced food consumption can be one of the sustainability drivers for entire food chains and may result in more sustained energy usage in the whole...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2021-05-01
|
| Series: | Energies |
| Subjects: | |
| Online Access: | https://www.mdpi.com/1996-1073/14/11/3179 |
| _version_ | 1827691143806058496 |
|---|---|
| author | Michał Gazdecki Elżbieta Goryńska-Goldmann Marietta Kiss Zoltán Szakály |
| author_facet | Michał Gazdecki Elżbieta Goryńska-Goldmann Marietta Kiss Zoltán Szakály |
| author_sort | Michał Gazdecki |
| collection | DOAJ |
| description | The proposed study aims to segment consumers based on a sustainable approach to the consumption of food. The shift in consumers’ attitudes towards more balanced food consumption can be one of the sustainability drivers for entire food chains and may result in more sustained energy usage in the whole food chain and implementation of farm to fork strategy to the practice. We considered consumers’ attitudes as a multidimensional construct. Under this assumption, we asked respondents a series of questions related to the cognitive, behavioral, and affective components of an attitude. Data were collected from a market survey run among 433 consumers. We identified three consumer segments. The “Doers” segment exhibits sustainable behavior to a greater extent than the others. At the same time, they have less knowledge about the concept of food sustainability while the affective dimension was developed on an average level. The “Conscious” segment had well-developed cognitive and affective dimensions (which might indicate their openness to the information about sustainability positive feelings), however, it was not reflected in their behavior. Finally, the “Reluctant” segment, did not show a sustainable attitude towards food consumption in any of the analyzed dimensions. Answering the question of how common sustainable attitudes are may help in determining the market potential and in developing product and promotion strategies. |
| first_indexed | 2024-03-10T10:54:45Z |
| format | Article |
| id | doaj.art-953d18836a6946538c5e97b39d46fa35 |
| institution | Directory Open Access Journal |
| issn | 1996-1073 |
| language | English |
| last_indexed | 2024-03-10T10:54:45Z |
| publishDate | 2021-05-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Energies |
| spelling | doaj.art-953d18836a6946538c5e97b39d46fa352023-11-21T21:57:00ZengMDPI AGEnergies1996-10732021-05-011411317910.3390/en14113179Segmentation of Food Consumers Based on Their Sustainable AttitudeMichał Gazdecki0Elżbieta Goryńska-Goldmann1Marietta Kiss2Zoltán Szakály3Department of Economics and Economy Policy in Agribusiness, Poznań University of Life Sciences (PULS), Wojska Polskiego Str. 28, 60-637 Poznań, PolandDepartment of Economics and Economy Policy in Agribusiness, Poznań University of Life Sciences (PULS), Wojska Polskiego Str. 28, 60-637 Poznań, PolandFaculty of Economics and Business, Institute of Marketing and Commerce, University of Debrecen (UD), 4032 Debrecen, HungaryFaculty of Economics and Business, Institute of Marketing and Commerce, University of Debrecen (UD), 4032 Debrecen, HungaryThe proposed study aims to segment consumers based on a sustainable approach to the consumption of food. The shift in consumers’ attitudes towards more balanced food consumption can be one of the sustainability drivers for entire food chains and may result in more sustained energy usage in the whole food chain and implementation of farm to fork strategy to the practice. We considered consumers’ attitudes as a multidimensional construct. Under this assumption, we asked respondents a series of questions related to the cognitive, behavioral, and affective components of an attitude. Data were collected from a market survey run among 433 consumers. We identified three consumer segments. The “Doers” segment exhibits sustainable behavior to a greater extent than the others. At the same time, they have less knowledge about the concept of food sustainability while the affective dimension was developed on an average level. The “Conscious” segment had well-developed cognitive and affective dimensions (which might indicate their openness to the information about sustainability positive feelings), however, it was not reflected in their behavior. Finally, the “Reluctant” segment, did not show a sustainable attitude towards food consumption in any of the analyzed dimensions. Answering the question of how common sustainable attitudes are may help in determining the market potential and in developing product and promotion strategies.https://www.mdpi.com/1996-1073/14/11/3179sustainable consumptionresponsible consumptionconsumer segmentationsustainable attitudefood productsconsumers behavior |
| spellingShingle | Michał Gazdecki Elżbieta Goryńska-Goldmann Marietta Kiss Zoltán Szakály Segmentation of Food Consumers Based on Their Sustainable Attitude Energies sustainable consumption responsible consumption consumer segmentation sustainable attitude food products consumers behavior |
| title | Segmentation of Food Consumers Based on Their Sustainable Attitude |
| title_full | Segmentation of Food Consumers Based on Their Sustainable Attitude |
| title_fullStr | Segmentation of Food Consumers Based on Their Sustainable Attitude |
| title_full_unstemmed | Segmentation of Food Consumers Based on Their Sustainable Attitude |
| title_short | Segmentation of Food Consumers Based on Their Sustainable Attitude |
| title_sort | segmentation of food consumers based on their sustainable attitude |
| topic | sustainable consumption responsible consumption consumer segmentation sustainable attitude food products consumers behavior |
| url | https://www.mdpi.com/1996-1073/14/11/3179 |
| work_keys_str_mv | AT michałgazdecki segmentationoffoodconsumersbasedontheirsustainableattitude AT elzbietagorynskagoldmann segmentationoffoodconsumersbasedontheirsustainableattitude AT mariettakiss segmentationoffoodconsumersbasedontheirsustainableattitude AT zoltanszakaly segmentationoffoodconsumersbasedontheirsustainableattitude |