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Consumer segmentation based on health-related motive orientations and fruit and vegetable consumption

Ireen Raaijmakers (Wageningen Economic Research, Wageningen University & Research, Wageningen, The Netherlands)
Siet Sijtsema (Wageningen Economic Research, Wageningen University & Research, Wageningen, The Netherlands)
Caroline Labrie (Wageningen Plant Research, Wageningen University & Research, Bleiswijk, The Netherlands)
Harriette Snoek (Wageningen Economic Research, Wageningen University & Research, Wageningen, The Netherlands)

British Food Journal

ISSN: 0007-070X

Article publication date: 9 August 2018

Issue publication date: 16 August 2018

518

Abstract

Purpose

More tailored interventions and campaigns are needed to increase fruit and vegetable consumption to recommended levels. The purpose of this paper is to explore which consumer groups exist based on both their fruit and vegetable consumption level and their health-related motive orientations (HRMO), and to compare the revealed consumer clusters regarding their fruit and vegetable product attribute importance.

Design/methodology/approach

In the Netherlands an online panel survey was carried out resulting in 1,296 respondents. The clusters based on HRMO and fruit and vegetable intake are profiled with respect to demographics and product attribute importance.

Findings

Cluster analysis revealed six homogeneous consumer clusters with different HRMO and fruit and vegetable consumption levels. In addition, these clusters show a different socio-demographic profile and differ in their importance ratings of fruit and vegetable product attributes.

Practical implications

The results show that health is a multidimensional construct suggesting that there is a need for addressing health in interventions and campaigns in a more tailored approach.

Originality/value

This study shows that the combination of both usage- and psychographic segmentation variables provide valuable and interesting information that give insights in addressing different target groups. Moreover, this study elaborates on previous research by showing that health is a multidimensional construct and that Dutch consumers differ in their HRMO.

Keywords

Acknowledgements

There were no conflicts of interest. The authors gratefully acknowledge the financial support from the Top Sector Horticultural and Starting Materials (T&U) programme financed by partners and the Dutch Ministry of Economic Affairs. Any views expressed in this publication are those of the authors and do not necessarily represent the views of the funding organisations. The authors thank Marleen M. Onwezen for statistical advice.

Citation

Raaijmakers, I., Sijtsema, S., Labrie, C. and Snoek, H. (2018), "Consumer segmentation based on health-related motive orientations and fruit and vegetable consumption", British Food Journal, Vol. 120 No. 8, pp. 1749-1763. https://doi.org/10.1108/BFJ-02-2018-0098

Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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