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美国消费者对食品和猪肉生产可持续性的看法:基于集群的受众细分分析

Kevan W Lamm¹, Melvin A Newell¹, Alexa J Lamm¹

¹Department of Agricultural Leadership, Education & Communication, University of Georgia, Athens, GA 30606, USA.

Foods (Basel, Switzerland)

|March 14, 2026

概括

了解消费者对食品可持续性的看法是关键. 这项研究根据一般和猪肉生产可持续性的观点确定了三个不同的受众群体,使得针对可持续农业食品系统的有针对性的沟通成为可能.

科学领域:

农业经济学农业经济学
消费者行为消费者行为
食品系统食品系统

背景情况:

可持续的食品系统至关重要,但对对食品可持续性感知的受众细分的研究是有限的.
了解一般的食品可持续性观点如何与生产特定观点一致,对于有效的沟通策略至关重要.

研究的目的:

从细分角度分析受众对一般食品可持续性和猪肉生产可持续性的看法.
为促进可持续农业食品消费提供量身定制的沟通和教育策略.

主要方法:

905名美国成年人的样本提供了对一般食品可持续性和猪肉生产可持续性的看法.
采用两步集群分析 (层次/沃德的方法和k-手段),使用两个可持续性指数.
分段差异的特征是使用千平方测试和多项逻辑回归.

主要成果:

确定了三个不同的受众群体:食品可持续性第一 (高/中等),广泛的可持续性倡导者 (高/高),低可持续性突出 (低/低).
在各个细分市场之间存在普遍和猪肉生产可持续性的认知方面的显著差异.
性别,年龄,教育和地铁/非地铁地位影响了细分类别分类,广泛的可持续发展倡导者更有可能是女性,以地铁为基础和受过高等教育.

结论:

观众细分揭示了有关食品可持续性感知的不同群体,这对于有针对性的宣传至关重要.
结果支持细分特定的沟通和教育,以解决可持续农业食品转型的动机和障碍.
量身定制的策略可以有效地支持向更可持续的食品消费模式转变.

关键词:

观众的细分观众的细分观众的细分集群分析集群分析集群分析消费者对消费者的看法猪肉生产生产猪肉的生产.可持续性可持续性可持续性可持续的农业食品消费可持续的农业食品消费可持续的饮食可持续的饮食

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