Consumer segmentation based on Stated environmentally-friendly behavior in the food domain

Food consumption has a large environmental impact, but the total impact of households can be reduced substantially by changing consumers' food-related decisions and behaviors. Consumers differ in their motives and willingness to behave in an environmentally-friendly manner with regard to food consumption. Therefore, it is important to identify different types of consumers in order to develop and implement tailored intervention strategies. To identify and describe the different types of food consumers based on detailed behavioral patterns, we distributed a paper-pencil questionnaire and used data of 817 Swiss households. Applying a comprehensive and differentiated approach, self-reported environmentally-friendly food behavior was assessed with regard to different domains and different types of behaviors, which subsequently served as the basis for the consumer segmentation. We also assessed behavior in the mobility and household domains as well as several personality variables and sociodemographics as descriptive measures to characterize the segments on a differentiated basis. Cluster analysis revealed six segments in regard to environmentally-friendly food consumption: meat- and fish-eaters, origin-focused food savers, ambiguous consumers, food waste reducing sharers, renouncement aversives and consequent pro-environmental consumers. After a detailed description and discussion of the six consumer segments, we propose starting points for the development of segment-specific intervention and communication strategies to promote environmentally-friendly food consumption. (C) 2020 The Authors. Published by Elsevier B.V. on behalf of Institution of Chemical Engineers.

Automated summary

Consumers' food-related decisions and behaviors have a significant impact on the environment. By identifying different types of consumers, tailored intervention strategies can be developed and implemented to promote environmentally-friendly food consumption. Six segments of environmentally-friendly food consumers were identified through detailed analysis, and segment-specific intervention and communication strategies are proposed for promoting sustainable food consumption.