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Dietary behaviours, impulsivity and food involvement: identification of three consumer segments

Sarmugam, Rani and Worsley, Anthony 2015, Dietary behaviours, impulsivity and food involvement: identification of three consumer segments, Nutrients, vol. 7, no. 9, pp. 8036-8057, doi: 10.3390/nu7095379.

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Title Dietary behaviours, impulsivity and food involvement: identification of three consumer segments
Author(s) Sarmugam, Rani
Worsley, Anthony
Journal name Nutrients
Volume number 7
Issue number 9
Start page 8036
End page 8057
Total pages 22
Publisher MDPI
Place of publication Basel, Switzerland
Publication date 2015-09
ISSN 2072-6643
Summary This study aims to (1) identify consumer segments based on consumers’ impulsivity and level of food involvement, and (2) examine the dietary behaviours of each consumer segment. An Internet-based cross-sectional survey was conducted among 530 respondents. The mean age of the participants was 49.2 ± 16.6 years, and 27% were tertiary educated. Two-stage cluster analysis revealed three distinct segments; “impulsive, involved” (33.4%), “rational, health conscious” (39.2%), and “uninvolved” (27.4%). The “impulsive, involved” segment was characterised by higher levels of impulsivity and food involvement (importance of food) compared to the other two segments. This segment also reported significantly more frequent consumption of fast foods, takeaways, convenience meals, salted snacks and use of ready-made sauces and mixes in cooking compared to the “rational, health conscious” consumers. They also reported higher frequency of preparing meals at home, cooking from scratch, using ready-made sauces and mixes in cooking and higher vegetable consumption compared to the “uninvolved” consumers. The findings show the need for customised approaches to the communication and promotion of healthy eating habits.
Language eng
DOI 10.3390/nu7095379
Field of Research 1111 Nutrition And Dietetics
Socio Economic Objective 920411 Nutrition
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2015, The Authors
Free to Read? Yes
Use Rights Creative Commons Attribution licence
Persistent URL http://hdl.handle.net/10536/DRO/DU:30079817

Document type: Journal Article
Collections: School of Exercise and Nutrition Sciences
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Created: Thu, 26 Nov 2015, 09:49:29 EST

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.