Abstract
The proposed study aims to segment consumers based on a sustainable approach to the consumption of food. The shift in consumers’ attitudes towards more balanced food consumption can be one of the sustainability drivers for entire food chains and may result in more sustained energy usage in the whole food chain and implementation of farm to fork strategy to the practice. We considered consumers’ attitudes as a multidimensional construct. Under this assumption, we asked respondents a series of questions related to the cognitive, behavioral, and affective components of an attitude. Data were collected from a market survey run among 433 consumers. We identified three consumer segments. The “Doers” segment exhibits sustainable behavior to a greater extent than the others. At the same time, they have less knowledge about the concept of food sustainability while the affective dimension was developed on an average level. The “Conscious” segment had well-developed cognitive and affective dimensions (which might indicate their openness to the information about sustainability positive feelings), however, it was not reflected in their behavior. Finally, the “Reluctant” segment, did not show a sustainable attitude towards food consumption in any of the analyzed dimensions. Answering the question of how common sustainable attitudes are may help in determining the market potential and in developing product and promotion strategies.
Subject
Energy (miscellaneous),Energy Engineering and Power Technology,Renewable Energy, Sustainability and the Environment,Electrical and Electronic Engineering,Control and Optimization,Engineering (miscellaneous)
Reference105 articles.
1. Proposal for a Concil Decision on the Conclusion on Behalf of the European Union of the Paris Agreement Adopted under the United Nations Framework Convention on Climate Change$—Publications Office of the EU. COM/2016/0395 Final—2016/0184 (NLE),2016
2. Global Environmental Outlook 5, United NationsEnvironment Programme: Chapter 17, GlobalResponses;Ivanova,2012
3. Promoting Sustainable Consumption,2008
4. In quest of reducing the environmental impacts of food production and consumption
5. Policies to promote sustainable consumption: Innovative approaches in Europe
Cited by
27 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献