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- Title
A Consumer Segmentation Study of Nutrition Information Seeking and Its Relation to Food Consumption in Beijing, China.
- Authors
Wang, Yin; Wang, Jiayou; Shen, Qiong
- Abstract
The aim of this study is to identify consumer groups based on nutrition information-seeking behavior and how it relates to food consumption. Although the Chinese public can now access nutrition information through different channels, research on the segmentation of homogeneous consumer groups seeking nutrition information is lacking. This study closes this research gap and, in doing so, also shows how information seeking is related to dietary behavior. A questionnaire was sent out to a stratified random sample in Beijing, resulting in 448 responses. A cluster analysis using hierarchical methods was conducted, identifying four distinct consumer groups: Multi-Channel (27.43%), Mass Media (20.57%), Moderate (27.88%), and Uninterested (24.12%). The four segments differed significantly concerning food consumption frequencies, food literacy, and sociodemographic characteristics. Consumers who were more involved in nutrition information tended to eat healthier. Our findings indicate that nutrition information is worth promoting, but this kind of intervention is not a cure-all. Targeted interventions should focus on uninterested populations by providing non-informational nudging strategies to promote healthy eating behaviors. This study contributes to the identification of meaningful profiles for targeted interventions, particularly as regards uninterested or unreached consumers.
- Subjects
BEIJING (China); CHINA; INFORMATION-seeking behavior; FOOD habits; NUTRITION; FOOD consumption; CLUSTER analysis (Statistics); ACCESS to information
- Publication
Foods, 2022, Vol 11, Issue 3, p453
- ISSN
2304-8158
- Publication type
Article
- DOI
10.3390/foods11030453