Relationships between functional food consumption and individual traits and values: A segmentation approach

Journal of Functional Foods

Svein Ottar Olsen¹  Bjørn Tore Nystrand² 

[1] School of Business and Economics, UiT The Arctic University of Norway, N-9037 Tromsø, Norway;Møreforsking, N-6021 Ålesund, Norway;

关键词: Clustering of consumers;    Personality;    Value;    Health;    Consumption habits;   

DOI  :  

来源: DOAJ

【 摘 要 】

This study aimed to identify, describe, and compare consumer segments based on food- and health-related values and traits and how the segments are related to functional food consumption. A hybrid hierarchical k-means clustering approach was used to identify homogeneous consumer segments based on food innovativeness, food self-control, hedonic eating values, convenience orientation, health importance, and weight management concern. Based on a representative sample in Norway, three consumer segments were identified: the careless, the self-controlled, and the convenience-oriented. The careless were uninterested in food and health matters and did not appreciate novelty or variation in their food choices. The self-controlled were the most receptive to novelty and food innovation and highly engaged in health matters. The convenience-oriented were the most inclined to consume functional foods, had a pronounced convenience orientation, and were concerned about weight gain. How the industry needs to adapt its marketing strategy across consumer segments are discussed.

【 授权许可】

Unknown