IDEAS home Printed from https://ideas.repec.org/a/vrs/jecman/v45y2023i1p68-101n1.html
   My bibliography  Save this article

A typology of consumers by their nutritional behaviors and selected lifestyle elements

Author

Listed:
  • Ozimek Irena

    (Department of Development Policy and Marketing, Institute of Economics and Finance, Warsaw University of Life Sciences, Warsaw, Poland)

  • Maciejewski Grzegorz

    (Department of Marketing and Consumption Faculty of Economics, University of Economics in Katowice, Katowice, Poland)

  • Kita Pavol

    (Department of Trade, Tourism and Languages Faculty of Economics, University of South Bohemia in České Budějovice, České Budějovice, Czechia)

  • Szlachciuk Julita

    (Department of Food Market and Consumer Research, Institute of Human Nutrition, Warsaw University of Life Sciences, Warsaw, Poland)

Abstract

Aim/purpose – The paper aims to present a preliminary consumer typology based on the declared nutritional behaviors and selected lifestyle elements of Polish and Slovak consumers. Design/methodology/approach – The research was conducted in the first half of 2019, among non-randomly selected subjects representing their households from Poland and Slovakia. The empirical part of the work is based on the results of research employing a structured standardized interview. Cluster analysis was used in the analysis of the results. Findings – The results of the research showed that the eating behaviors of Polish and Slovak consumers differ. Some Polish and Slovak consumers follow the principles of healthy eating. Among Polish consumers we distinguished four types of consumers: I – “Driven by the principles of healthy eating”; II – “Implementing the principles of healthy eating”; III – “Ordinary bread eaters”; IV – “Consciously unaware.” In turn, among Slovak consumers, we distinguished also fourth types: I – “Driven by the principles of healthy eating”; II – “Exercise and drink milk!”; III – “Not attaching importance to healthy eating”; IV – “Eat tastily and healthily.” The distinguished types of consumers can be the basis for the food market segmentation. Knowledge of the typology based on declared eating behaviors and selected aspects of the lifestyle may enable food producers to develop an appropriate marketing strategy. Research implications/limitations – A certain limitation may be the non-random sample selection. An important aspect would also be to expand the analyzed research thread with additional aspects related to eating behavior and lifestyle. Another limitation is that the clusters were delivered in two separate processes for Poland and Slovakia, respectively. As a result, the clusters are different and represent two different typologies. Originality/value/contribution – The research may be an important source of information for researchers dealing with consumer typology. The distinguished types of consumers can be the basis for the food market segmentation.

Suggested Citation

  • Ozimek Irena & Maciejewski Grzegorz & Kita Pavol & Szlachciuk Julita, 2023. "A typology of consumers by their nutritional behaviors and selected lifestyle elements," Journal of Economics and Management, Sciendo, vol. 45(1), pages 68-101, January.
    • Handle: RePEc:vrs:jecman:v:45:y:2023:i:1:p:68-101:n:1
    DOI: 10.22367/jem.2023.45.05
    as

    Download full text from publisher

    File URL: https://doi.org/10.22367/jem.2023.45.05
    Download Restriction: no
    File URL: https://libkey.io/10.22367/jem.2023.45.05?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Jacek Pietrucha & Grzegorz Maciejewski, 2020. "Precautionary Demand for Cash and Perceived Risk of Electronic Payments," Sustainability, MDPI, vol. 12(19), pages 1-25, September.
    2. Harris, J.L. & Graff, S.K., 2012. "Protecting young people from junk food advertising: Implications of psychological research for first amendment law," American Journal of Public Health, American Public Health Association, vol. 102(2), pages 214-222.
    3. Hansen, Torben & Sørensen, Maria Ingerslev & Eriksen, Marie-Louise Riewerts, 2018. "How the interplay between consumer motivations and values influences organic food identity and behavior," Food Policy, Elsevier, vol. 74(C), pages 39-52.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Malkanthi, SHP, 2020. "Urban Consumers’ Attitude Towards Organic Food In Sri Lanka," APSTRACT: Applied Studies in Agribusiness and Commerce, AGRIMBA, vol. 14(1-2), June.
    2. Oliva M. D. Martins & Rocsana Bucea-Manea-Țoniș & Ana Sofia Coelho & Violeta-Elena Simion, 2022. "Sensory Perception Nudge: Insect-Based Food Consumer Behavior," Sustainability, MDPI, vol. 14(18), pages 1-18, September.
    3. Ortiz, Selena E. & Zimmerman, Frederick J. & Adler, Gary J., 2016. "Increasing public support for food-industry related, obesity prevention policies: The role of a taste-engineering frame and contextualized values," Social Science & Medicine, Elsevier, vol. 156(C), pages 142-153.
    4. Greta Castellini & Mariarosaria Savarese & Cinzia Castiglioni & Guendalina Graffigna, 2020. "Organic Food Consumption in Italy: The Role of Subjective Relevance of Food as Mediator between Organic Food Choice Motivation and Frequency of Organic Food Consumption," Sustainability, MDPI, vol. 12(13), pages 1-15, July.
    5. Grzegorz Maciejewski & Dawid Lesznik, 2022. "Consumers Towards the Goals of Sustainable Development: Attitudes and Typology," Sustainability, MDPI, vol. 14(17), pages 1-17, August.
    6. Kai Guo & Zhigang Wang & Lei Zhang & Chenya Li, 2023. "Self-Transcendence Values Influence Meaningful Sports Consumption Behavior: The Chain Mediator of Team Identification and Eudaimonic Motivation," Sustainability, MDPI, vol. 15(14), pages 1-30, July.
    7. Kotkowski, Radoslaw, 2023. "National culture and the demand for physical money during the first year of the COVID-19 pandemic," Finance Research Letters, Elsevier, vol. 51(C).
    8. Ki-Hueng Kim & Kwan-Ryul Lee, 2019. "What Are South Korean Consumers’ Concerns When Buying Eco-Friendly Agricultural Products?," Sustainability, MDPI, vol. 11(17), pages 1-13, August.
    9. Tuncay Turan TARABOĞLU & Tuğba Nur TOPALOĞLU & Serdar YAMAN, 2019. "The Effects of Macroeconomic Indicators on Leveraged Forex Volume: Evidence from Turkey," Istanbul Business Research, Istanbul University Business School, vol. 48(2), pages 160-175, November.
    10. Qiuqin Zheng & Xiaoting Wen & Xintian Xiu & Qiuhua Chen, 2023. "Income Quality and Organic Food Purchase Intention: The Chain Mediating Role of Environmental Value, Perceived Consumer Effectiveness," SAGE Open, , vol. 13(4), pages 21582440231, December.
    11. Malkanthi, S.H. Pushpa & Rathnachandra, S.D. Dilini & Weerasinghe, W.A. Ruwani N., 2021. "Consumers’ Awareness on Organic Food: Case of Urban Sri Lanka," Problems of World Agriculture / Problemy Rolnictwa Światowego, Warsaw University of Life Sciences, vol. 21(4), December.
    12. Sevtap ÜNAL & F. Görgün DEVECİ & Tuğba YILDIZ, 2019. "The main aim of this study is determining which consumption motives and personal and social factors affect organic food buying decisions. Ajzen’s Planned Behavior Theory (TPB) is used to explain consu," Istanbul Business Research, Istanbul University Business School, vol. 48(1), pages 1-35, May.
    13. Haroon Qasim & Liang Yan & Rui Guo & Amer Saeed & Badar Nadeem Ashraf, 2019. "The Defining Role of Environmental Self-Identity among Consumption Values and Behavioral Intention to Consume Organic Food," IJERPH, MDPI, vol. 16(7), pages 1-22, March.
    14. Samia Ayyub & Muhammad Asif & Muhammad Asim Nawaz, 2021. "Drivers of Organic Food Purchase Intention in a Developing Country: The Mediating Role of Trust," SAGE Open, , vol. 11(3), pages 21582440211, September.
    15. Oliva M. D. Martins & Rocsana Bucea-Manea-Țoniș & Jasmina Bašić & Ana Sofia Coelho & Violeta-Elena Simion, 2022. "Insect-Based Food: A (Free) Choice," Sustainability, MDPI, vol. 14(12), pages 1-22, June.
    16. Alaa Eddine El Moussaoui & Brahim Benbba & Anicia Jaegler & Taoufiq El Moussaoui & Zineb El Andaloussi & Loqman Chakir, 2023. "Consumer Perceptions of Online Shopping and Willingness to Use Pick-Up Points: A Case Study of Morocco," Sustainability, MDPI, vol. 15(9), pages 1-19, April.
    17. Karolina Choroszy, 2021. "The sociodemographic determinants of Polish consumer perception of food quality," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 9(1), pages 176-189, September.
    18. Alysa Miller & Omni Cassidy & Tenay Greene & Josh Arshonsky & Stephanie L. Albert & Marie A. Bragg, 2021. "A Qualitative Analysis of Black and White Adolescents’ Perceptions of and Responses to Racially Targeted Food and Drink Commercials on Television," IJERPH, MDPI, vol. 18(21), pages 1-15, November.
    19. Muhammad Yaseen Bhutto & Mussadiq Ali Khan & Myriam Ertz & Haowei Sun, 2022. "Investigating the Role of Ethical Self-Identity and Its Effect on Consumption Values and Intentions to Adopt Green Vehicles among Generation Z," Sustainability, MDPI, vol. 14(5), pages 1-18, March.
    20. Chae, Myoung-Jin & Kim, Yanghee & Roh, Taewoo, 2024. "Consumers’ attention, experience, and action to organic consumption: The moderating role of anticipated pride and moral obligation," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).

    More about this item

    Keywords

    nutritional behavior; consumer behavior; consumers; typology; cluster analysis;
    All these keywords.

    JEL classification:

    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:jecman:v:45:y:2023:i:1:p:68-101:n:1. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.