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Health-related attitudes as a basis for segmenting European fish consumers

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  • Pieniak, Zuzanna
  • Verbeke, Wim
  • Olsen, Svein Ottar
  • Hansen, Karina Birch
  • Brunsø, Karen

Abstract

This paper identifies and profiles consumer segments based on health-related attitudes. Cross-sectional data were collected in 2008 through a pan-European consumer survey (n = 2400) with samples representative for age and region in France, Poland and Spain. Four distinct consumer segments based on health-related attitudes are identified: low interest in healthy eating consumers (29.4%), positive health enthusiasts (28.2%), health strivers (35.0%) and health uninvolved (7.4%). The segments differ significantly with respect to fish consumption, attitudes and knowledge about the health benefits of fish, interest in potential informational cues when purchasing fish, and individual socio-demographic characteristics. The segment low interest in healthy eating is characterised by younger age, more males, higher BMI, low fish consumption and low interest in information, and herewith emerges as a relevant though difficult to reach segment from a food and health policy perspective. Positive health enthusiasts and health strivers have a strong involvement with food, and a strong interest in healthy eating. Both segments have a very favourable disposition towards fish consumption, which would fit with their focus to either stay healthy (positive health enthusiasts) or improve their current health status (health strivers). Health uninvolved consumers do not care strongly about health in general; though attach high importance to eating healthily.

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Bibliographic Info

Article provided by Elsevier in its journal Food Policy.

Volume (Year): 35 (2010)
Issue (Month): 5 (October)
Pages: 448-455

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Handle: RePEc:eee:jfpoli:v:35:y:2010:i:5:p:448-455

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Web page: http://www.elsevier.com/locate/foodpol

Related research

Keywords: Consumer Segments Fish Health;

References

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  1. Park, C Whan & Mothersbaugh, David L & Feick, Lawrence, 1994. " Consumer Knowledge Assessment," Journal of Consumer Research, University of Chicago Press, vol. 21(1), pages 71-82, June.
  2. Baron-Epel, Orna & Kaplan, Giora, 2001. "General subjective health status or age-related subjective health status: does it make a difference?," Social Science & Medicine, Elsevier, vol. 53(10), pages 1373-1381, November.
  3. Brucks, Merrie, 1985. " The Effects of Product Class Knowledge on Information Search Behavior," Journal of Consumer Research, University of Chicago Press, vol. 12(1), pages 1-16, June.
  4. Zaichkowsky, Judith Lynne, 1985. " Measuring the Involvement Construct," Journal of Consumer Research, University of Chicago Press, vol. 12(3), pages 341-52, December.
  5. Golan, Elise & Unnevehr, Laurian, 2008. "Food product composition, consumer health, and public policy: Introduction and overview of special section," Food Policy, Elsevier, vol. 33(6), pages 465-469, December.
  6. Benyamini, Yael & Leventhal, Howard & Leventhal, E.A.Elaine A., 2004. "Self-rated oral health as an independent predictor of self-rated general health, self-esteem and life satisfaction," Social Science & Medicine, Elsevier, vol. 59(5), pages 1109-1116, September.
  7. Verbeke, Wim & Ward, Ronald W., 2001. "A fresh meat almost ideal demand system incorporating negative TV press and advertising impact," Agricultural Economics, Blackwell, vol. 25(2-3), pages 359-374, September.
  8. Wim Verbeke, 2005. "Agriculture and the food industry in the information age," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 32(3), pages 347-368, September.
  9. Wadolowska, Lidia & Babicz-Zielinska, Ewa & Czarnocinska, Jolanta, 2008. "Food choice models and their relation with food preferences and eating frequency in the Polish population: POFPRES study," Food Policy, Elsevier, vol. 33(2), pages 122-134, April.
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Citations

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Cited by:
  1. Demont, Matty & Rutsaert, Pieter & Ndour, Maimouna & Verbeke, Wim & Seck, Papa Abdoulaye & Tollens, Eric, 2012. "Experimental auctions, collective induction and choice shift: Willingness-to-pay for rice quality in Senegal," 2012 Conference, August 18-24, 2012, Foz do Iguacu, Brazil 126861, International Association of Agricultural Economists.
  2. Koistinen, Laura & Pouta, Eija & Heikkila, Jaakko & Forsman-Hugg, Sari & Kotro, Jaana & Makela, Jarmo & Niva, M., 2011. "Impact of meat type, methods of production, fat content, price and carbon footprint information on meat choice," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 114710, European Association of Agricultural Economists.
  3. Pieniak, Zuzanna & Vanhonacker, Filiep & Verbeke, Wim, 2013. "Consumer knowledge and use of information about fish and aquaculture," Food Policy, Elsevier, vol. 40(C), pages 25-30.

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