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dc.contributor.authorGovaerts, Florent
dc.contributor.authorOlsen, Svein Ottar
dc.date.accessioned2024-01-24T12:02:14Z
dc.date.available2024-01-24T12:02:14Z
dc.date.issued2023-12-26
dc.description.abstractPurpose - This study aimed to identify and profile segments of seaweed consumers in the United Kingdom.<p> <p>Design/methodology/approach - Hierarchical k-means cluster analysis was used to identify consumer segments based on consumers' self-identity and environmental values. In addition, the study used subjective knowledge, intentions and consumption to profile different consumer segments. The data were collected in 2022 through a consumer survey with a representative sample from the United Kingdom (n = 1,110).<p> <p>Findings - Cluster analysis segmented consumers into three groups: progressive (39%), conservative (33%) and egoistic (28%). The progressive segment was most likely to consume seaweed food products. Consumers in the progressive segment identify themselves as food innovative and healthy; they also highly value the environment and their pleasure. Conservative and egoistic consumers were significantly less likely to consume seaweed food products.<p> <p>Practical implications - The results suggest that public policy officers and marketers promote seaweed food products by emphasizing biospheric values for innovative (younger) consumers, as well as seaweed’s good taste and nutritional/health qualities.<p> <p>Originality/value - This study identifies and examines the profiles and characteristics of seaweed consumers based on their values and self-identity. Through this research, the authors have discovered how environmental values and self-identity can effectively group consumers into homogeneous segments. Moreover, the authors have identified a specific consumer group in the UK that is more likely to consume seaweed food products.en_US
dc.identifier.citationGovaerts, Olsen. Environmental values and self-identity as a basis for identifying seaweed consumer segments in the UK. British Food Journal. 2023:1-17en_US
dc.identifier.cristinIDFRIDAID 2223006
dc.identifier.doi10.1108/BFJ-07-2023-0576
dc.identifier.issn0007-070X
dc.identifier.issn1758-4108
dc.identifier.urihttps://hdl.handle.net/10037/32702
dc.language.isoengen_US
dc.publisherEmerald Publishingen_US
dc.relation.journalBritish Food Journal
dc.rights.accessRightsopenAccessen_US
dc.rights.holderCopyright 2023 The Author(s)en_US
dc.titleEnvironmental values and self-identity as a basis for identifying seaweed consumer segments in the UKen_US
dc.type.versionacceptedVersionen_US
dc.typeJournal articleen_US
dc.typeTidsskriftartikkelen_US
dc.typePeer revieweden_US


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