Lifestyle segmentation of Czech food shoppers

Hrubá, Renata

doi:10.19195/2084-4093.25.2.4

Cited by 3 publications

(6 citation statements)

References 16 publications

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“…In this study, we used the data from our previous research. This research was dedicated to cluster analysis (Hrub a, 2018(Hrub a, , 2019. According to the results, the segment profiles are summarized in Tables 1 and 2, together with profiles of background characteristics and their differences regarding attitudes toward biological values and social aspects.…”

Section: Resultsmentioning

confidence: 99%

“…This study is focused on the implications of FRL for groups separately oriented toward sustainable businesses, as indicated in previous studies related to environmental, health, and social/ethical issues (Hrub a, 2018(Hrub a, , 2019, to better understand the differences among certain types of consumers with differences of attitudes toward music. This study investigates the role of attitudes toward music on an identifiable consumer groups according to consumer orientation toward environmental, health and social/ethics issues (Hrub a, 2018(Hrub a, , 2019.…”

Section: Buying Sustainable Foods On the Czech Marketmentioning

confidence: 99%

“…The statistical data analysis techniques, attributes and tested items used in this study were reported by (Hrub a, 2018(Hrub a, , 2019. Only a summary of the methods is provided.…”

Section: Samplementioning

confidence: 99%

“…Several studies have investigated the profile of sustainable consumers based on the FRL concept and the role of music. This study concept is based on TPB (Ajzen, 1985) and FRL (Brunsø and Grunert, 1995;Grunert et al, 2001), which were presented in previous studies (Hrub a, 2018(Hrub a, , 2019.…”

Section: Samplementioning

confidence: 99%

“…The previous researches on this theme were dedicated to the question if FRL factors distinguish Czech young educated consumers into an identifiable consumer groups according to consumer orientation toward environmental, health and social/ethics issues (Hrubá, 2019) and have socially conscious consumer orientation and impact on the rating trend such as buying fair trade products (Hrubá, 2018). However, within the research, such aspects as listening to music were not fully presented.…”

Section: Introductionmentioning

confidence: 99%

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Lifestyle segmentation of Czech food consumers: how sustainability and listening to music correspond to consumer lifestyles

Hrubá

Sadílek

2021

BFJ

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PurposeThe purpose of this study is to segment Czech consumers based on their sustainable food consumption and their relationship with listening to music. Specifically, the authors attempt to answer the following question: is the relationship to music a segmentation difference for young consumers in the case of sustainability? The food-related lifestyle (FRL) concept is used as a framework; little attention has been paid to the FRL profile in the context of certain types of consumer orientations toward sustainability as a social value among consumers in Czechia.Design/methodology/approachIn this research, the authors used 22 items related to sustainability (identify sustainability-oriented and health-oriented variables and socially and ethically oriented variables). The statistical data analysis techniques included factor analysis and cluster analysis. The results of the cluster analysis are the market segments. The total sample consists of 331 university students from Czechia. These data are from a continuous research project. A factor analysis identified six factors with satisfactory reliability coefficients. Using factor scores, a cluster analysis was run, resulting in four segments. These segments were further analyzed and described toward their sustainability orientation.FindingsFRL concept was used to evaluate whether there are differences in the profiles of consumer orientations. Results emphasize the importance of personal characteristics and attitudes toward music, which in turn affect strategies to communicate with different segments to promote sustainable foods. Each segment has statistically significant differences in terms of its FRL.Originality/valueThis study explores the link between attitudes and behavior and suggests strategies to better understand the effect of information on consumer behavior. The results can help practitioners develop labeling strategies for fair-trade and sustainable foods to better focus on specific segments of consumers. This can be relevant when a sustainable food market is just starting, but hopes to reach more maturity in Czechia should be of the utmost importance for investors making long-term investments.

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Section: Resultsmentioning

confidence: 99%

Section: Buying Sustainable Foods On the Czech Marketmentioning

confidence: 99%

“…The statistical data analysis techniques, attributes and tested items used in this study were reported by (Hrub a, 2018(Hrub a, , 2019. Only a summary of the methods is provided.…”

Section: Samplementioning

confidence: 99%

Section: Samplementioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Lifestyle segmentation of Czech food consumers: how sustainability and listening to music correspond to consumer lifestyles

Hrubá

Sadílek

2021

BFJ

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Sustainable consumption – examining the environmental and health awareness of students at the University of Debrecen

Gáthy

Soltész

Szűcs

2022

Cogent Business & Management

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Segmentation of Food Consumers Based on Their Sustainable Attitude

et al. 2021

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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.

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Lifestyle segmentation of Czech food shoppers

Cited by 3 publications

References 16 publications

Lifestyle segmentation of Czech food consumers: how sustainability and listening to music correspond to consumer lifestyles

Lifestyle segmentation of Czech food consumers: how sustainability and listening to music correspond to consumer lifestyles

Sustainable consumption – examining the environmental and health awareness of students at the University of Debrecen

Segmentation of Food Consumers Based on Their Sustainable Attitude

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