A consumer segmentation of nutrition information use and its relation to food consumption behaviour

Visschers, V.H.M. and Hartmann, C. and Leins-Hess, R. and et al, . (2013) A consumer segmentation of nutrition information use and its relation to food consumption behaviour. Food Policy, 42. pp. 71-80.

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Consumers need information such as nutrition tables to assess the nutritional value of a food product. Although a broad range of studies has examined consumers’ attention, perception and use of nutrition tables, relatively little is known about what types of consumers use what kind of nutrition information. Therefore, using data from the Swiss Food Panel, we conducted a cluster analysis of nutrition information usage and health and nutrition interest to determine whether consumers could be segmented into specific groups. We identified four segments, which we labelled Official Information Users, Internet Users, Moderate Users and Uninterested. We then determined the segments’ demographics, food frequencies and perception of food. Based on our findings, we provide suggestions for targeted interventions that stimulate healthy food choices among these four segments. Our findings imply that nutrition education or the improvement of nutrition labels is unlikely tostimulate nutrition information usage among all consumer types; some consumers may rather benefit more from environmental cues that prime healthy food choices.

Item Type: Article
Additional Information: The Swiss Food Panel is funded by the Swiss Federal Office of Public Health.
Uncontrolled Keywords: Nutrition information; Nutrition labels; Consumer segmentation; Food frequencies; Targeted communication
Author Affiliation: ETH Zurich, Institute for Environmental Decisions (IED), Consumer Behavior, Universitaetsstrasse 22, CHN J75.2, 8092 Zurich, Switzerland
Subjects: Postharvest Management > Food Technology
Divisions: General
Depositing User: Mr Siva Shankar
Date Deposited: 16 Aug 2013 05:29
Last Modified: 16 Aug 2013 05:29
Official URL: http://dx.doi.org/10.1016/j.foodpol.2013.07.003
URI: http://eprints.icrisat.ac.in/id/eprint/11463

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