Motive-based consumer segments and their fruit and vegetable consumption in several contexts

Area of Science:

• Consumer behavior research
• Food science and nutrition
• Marketing and consumer psychology

Background:

• Current strategies for increasing fruit and vegetable consumption often use a 'one-size-fits-all' approach.
• Consumer food choices are influenced by diverse motives that vary across individuals and situations.
• A targeted approach, acknowledging this heterogeneity, is likely more effective.

Purpose of the Study:

• To understand consumer food choice motives across different contexts.
• To identify distinct consumer segments based on these motives.
• To analyze fruit and vegetable consumption, perceptions, and demographics within these segments.

Main Methods:

• An online survey was conducted in May 2015 across nine European countries.
• 3064 participants completed the survey regarding fruit consumption, and 2998 for vegetable consumption.
• Statistical analysis was used to identify consumer segments and their characteristics.

Main Results:

• Four distinct consumer segments were identified based on their food choice motives (present vs. future-oriented).
• These segments demonstrated significant differences in fruit and vegetable consumption patterns.
• Variations were also observed in perceptions of fruits and vegetables and demographic profiles across segments.

Conclusions:

• Consumer food choice motives are heterogeneous and context-dependent.
• Segmentation based on food choice motives allows for tailored interventions to increase fruit and vegetable intake.
• Findings support the development of targeted strategies for promoting healthier diets.