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Effective Segmentation of Organic Food Consumers in Vietnam Using Food-Related Lifestyles

Author

Listed:
  • Le Van Huy

    (TRT for Business Intelligence, University of Economics—The University of Danang, Danang City 50000, Vietnam)

  • Mai Thi Thao Chi

    (School of Economics, Danang Architecture University, Danang City 50000, Vietnam)

  • Antonio Lobo

    (Swinburne Business School, Swinburne University of Technology, Hawthorn, Victoria 3122, Australia)

  • Ninh Nguyen

    (Department of Entrepreneurship, Innovation and Marketing, La Trobe Business School, La Trobe University, Bundoora, Victoria 3086, Australia
    Business Sustainability Research Group, Thuongmai University, 79 Ho Tung Mau Road, Hanoi 100000, Vietnam)

  • Phan Hoang Long

    (University of Economics—The University of Danang, Danang City 50000, Vietnam)

Abstract

The consumer purchase of environmentally friendly products like organic food is essential to environmental sustainability. This study applies the unique food-related lifestyles (FRL) approach to segment organic food consumers in Vietnam, a country in which there is increasing concern about food safety and quality. The FRL model was intentionally selected because it enables better understanding of how consumers employ food and its culinary aspects to achieve certain values in their lives. Data were obtained from 203 organic food consumers, and a two-step cluster analysis established three identifiable market segments which we named “Conservatives”, “Trendsetters”, and “Unengaged”. The Conservatives were interested in the health aspects of food and preferred natural products. The Trendsetters were interested in healthy food, liked to cook, and held a positive attitude toward organic food and local food products. The Unengaged consumers were not concerned about food-related issues, and they reported the least consumption of organic food. The findings of this study have important academic and practical implications for marketers, policymakers, organizations dealing with food, and socio-environmental organizations that aim to promote organic food consumption. Importantly, marketing efforts should focus on enhancing consumers’ knowledge about organic food and their love of cooking, as well as ensuring adequate availability of organic food.

Suggested Citation

  • Le Van Huy & Mai Thi Thao Chi & Antonio Lobo & Ninh Nguyen & Phan Hoang Long, 2019. "Effective Segmentation of Organic Food Consumers in Vietnam Using Food-Related Lifestyles," Sustainability, MDPI, vol. 11(5), pages 1-16, February.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:5:p:1237-:d:209225
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    References listed on IDEAS

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