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

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Version 1 2015-11-26, 10:49
journal contribution
posted on 2024-06-17, 16:26 authored by R Sarmugam, Tony WorsleyTony Worsley
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.

History

Journal

Nutrients

Volume

7

Pagination

8036-8057

Location

Basel, Switzerland

Open access

  • Yes

eISSN

2072-6643

Language

eng

Publication classification

C Journal article, C1 Refereed article in a scholarly journal

Copyright notice

2015, The Authors

Issue

9

Publisher

MDPI