U.S. Consumer Perceptions of Food and Pork Production Sustainability: A Cluster-Based Audience Segmentation Analysis

Area of Science:

• Agricultural Economics
• Consumer Behavior
• Food Systems

Background:

• Sustainable food systems are crucial, yet research on audience segmentation for food sustainability perceptions is limited.
• Understanding how general food sustainability views align with production-specific views is vital for effective communication strategies.

Purpose of the Study:

• To analyze audience perceptions of general food sustainability and pork production sustainability from a segmentation perspective.
• To inform tailored communication and education strategies for promoting sustainable agri-food consumption.

Main Methods:

• A sample of 905 US adults provided perceptions on general food sustainability and pork production sustainability.
• Two-step cluster analysis (hierarchical/Ward's method and k-means) was employed using two sustainability indices.
• Segment differences were characterized using chi-square tests and multinomial logistic regression.

Main Results:

• Three distinct audience segments were identified: Food Sustainability-First (High/Moderate), Broad Sustainability Advocates (High/High), and Lower Sustainability Salience (Low/Low).
• Significant differences in general and pork production sustainability perceptions existed across segments.
• Sex, age, education, and metro/non-metro status influenced segment classification, with Broad Sustainability Advocates more likely to be female, metro-based, and highly educated.

Conclusions:

• Audience segmentation reveals distinct groups regarding food sustainability perceptions, crucial for targeted outreach.
• Findings support segment-specific communication and education to address motivations and barriers in sustainable agri-food transitions.
• Tailored strategies can effectively support shifts toward more sustainable food consumption patterns.