How healthy are you? Segmenting psychological and behavioral diversity in healthy food choices

The selection of healthier food options and the integration of regular physical activity are both fundamental aspects of maintaining a healthy and balanced lifestyle, thus reducing the likelihood of developing overweight, obesity and related diseases. However, not all consumers fully recognize the impact of dietary habits on personal health status and well-being. Moreover, food purchasing, and consumption behaviors are inherently complex, shaped by a myriad of influencing factors. This study contributes to the literature on healthy food choices through a quantitative approach. Using a structured questionnaire and cluster analysis, it identifies distinct consumer profiles based on psychological and attitudinal variables: personal food identity and attitude toward healthy food. The clusters were identified and further characterized using external descriptive variables, revealing unique values, consciousness toward food, and lifestyle habits within each group. Four groups emerged: Balanced Identity Eaters (n = 296), Indifferent Eaters (n = 186), Casual Health Seekers (n = 218) and Health-Conscious Food Advocates (n = 259). These findings provide practical implications and actionable insights for institutions, retailers, and food manufacturers, facilitating a deeper understanding of consumer behavior antecedents for targeted marketing and communication strategies and specific public policies in the context of healthy eating. Effectively conveying the health-related benefits of food products or designing educational campaigns can enhance the consumer understanding of the connection between food and health, ultimately encouraging the purchase of healthier products.