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从橄油爱好者到地中海饮食生活方式的追随者:葡萄牙语背景下的消费模式细分
Valentina Chkoniya1,2, Maria João Gregório3,4,5,6,7, Sandra Filipe1
1GOVCOPP, ISCA-UA, University of Aveiro, 3810-193 Aveiro, Portugal.
地中海饮食 (MedDiet) 尽管对健康有好处,但在葡萄牙却越来越不受欢迎. 主要障碍包括缺乏知识和成本,尽管橄油的使用仍然很高. 需要量身定制的策略来提高MedDiet的坚持.
科学领域:
- 营养科学 营养科学
- 公共卫生 公共卫生
- 文化遗产研究 文化遗产研究
背景情况:
- 地中海饮食 (MedDiet) 被认定为联合国教科文组织的非物质文化遗产,并得到了科学验证,以促进健康和长寿.
- 尽管有好处,但坚持传统的MedDiet在现代人群中面临着挑战.
研究的目的:
- 根据饮食模式对消费者进行细分.
- 为了确定阻碍葡萄牙遵守MedDiet的障碍.
主要方法:
- 2020年对1000名葡萄牙受访者进行了一项电话调查.
- 配额抽样确保了社会人口统计学变量中的代表性.
- 数据分析确定了不同的消费者细分和坚持障碍.
主要成果:
- 62%的受访者知道MedDiet,但传统的消费正在下降.
- 确定了五个消费者细分市场,其中"寻求健康和平衡饮食的人"表现出最高的MedDiet坚持.
- 关键的障碍包括缺乏知识,成本和特定的食物偏好 (例如,鱼的高价,坚果肥胖的信念).
- 橄油仍然是主食,95%的受访者将其用作主要的油.
结论:
- 消费者细分揭示了各种动机和障碍,使人们坚持MedDiet.
- 解决知识差距,财务问题和口味偏好对于促进MedDiet至关重要.
- 建议制定有针对性的教育策略,以增加人们对地中海生活方式的坚持.
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