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Sustainability 2017, 9(5), 743; doi:10.3390/su9050743

Attribute Segmentation and Communication Effects on Healthy and Sustainable Consumer Diet Intentions

1
Wageningen Economic Research, Wageningen University & Research, P.O. Box 35, 6700 AA Wageningen, The Netherlands
2
Wageningen Economic Research, Wageningen University & Research, P.O. Box 29703, 2502 LS The Hague, The Netherlands
3
Urban Economics, Wageningen University & Research, P.O. Box 8130, 6700 EW Wageningen, The Netherlands
*
Author to whom correspondence should be addressed.
Academic Editor: Marc A. Rosen
Received: 29 January 2017 / Revised: 13 April 2017 / Accepted: 28 April 2017 / Published: 4 May 2017
(This article belongs to the Special Issue Sustainable Consumer Behavior)
View Full-Text   |   Download PDF [566 KB, uploaded 4 May 2017]   |  

Abstract

A shift towards more sustainable consumer diets is urgently needed. Dietary guidelines state that changes towards less animal-based and more plant-based diets are beneficial in terms of sustainability and, in addition, will have a positive effect on public health. Communication on these guidelines should be most effective when tailored to the motivations of specific consumer segments. Therefore, the current study (1) segments consumers based on the importance they attach to sustainability, health, taste and price of food in several food categories; and (2) tests different ways (with health arguments, sustainability arguments, or both) of communicating the dietary guideline. Three segments have been identified: pro-self, average, and sustainable conscious consumers. For pro-self and average consumers, the communication of both health and sustainability benefits made them think most about sustainability, although communication did not result in changes in dietary intentions in these segments. For sustainable conscious consumers, intention to reduce their meat consumption increased when both health and sustainability benefits were communicated. These research outcomes indicate the importance of segmentation research in the development of dietary messages. In addition, the findings show the importance of taking product category differences into account in studying consumer food motivations and intentions. View Full-Text
Keywords: communication; consumer segmentation; attributes; food; sustainability; health; experiment; dietary guidelines communication; consumer segmentation; attributes; food; sustainability; health; experiment; dietary guidelines
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MDPI and ACS Style

Verain, M.C.D.; Sijtsema, S.J.; Dagevos, H.; Antonides, G. Attribute Segmentation and Communication Effects on Healthy and Sustainable Consumer Diet Intentions. Sustainability 2017, 9, 743.

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