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Sustainability 2019, 11(5), 1237; https://doi.org/10.3390/su11051237

Effective Segmentation of Organic Food Consumers in Vietnam Using Food-Related Lifestyles

1
TRT for Business Intelligence, University of Economics—The University of Danang, Danang City 50000, Vietnam
2
School of Economics, Danang Architecture University, Danang City 50000, Vietnam
3
Swinburne Business School, Swinburne University of Technology, Hawthorn, Victoria 3122, Australia
4
Department of Entrepreneurship, Innovation and Marketing, La Trobe Business School, La Trobe University, Bundoora, Victoria 3086, Australia
5
Business Sustainability Research Group, Thuongmai University, 79 Ho Tung Mau Road, Hanoi 100000, Vietnam
6
University of Economics—The University of Danang, Danang City 50000, Vietnam
*
Author to whom correspondence should be addressed.
Received: 11 February 2019 / Revised: 20 February 2019 / Accepted: 21 February 2019 / Published: 26 February 2019
(This article belongs to the Special Issue Sustainability in Asian Emerging Markets)
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PDF [253 KB, uploaded 26 February 2019]

Abstract

The consumer purchase of environmentally friendly products like organic food is essential to environmental sustainability. This study applies the unique food-related lifestyles (FRL) approach to segment organic food consumers in Vietnam, a country in which there is increasing concern about food safety and quality. The FRL model was intentionally selected because it enables better understanding of how consumers employ food and its culinary aspects to achieve certain values in their lives. Data were obtained from 203 organic food consumers, and a two-step cluster analysis established three identifiable market segments which we named “Conservatives”, “Trendsetters”, and “Unengaged”. The Conservatives were interested in the health aspects of food and preferred natural products. The Trendsetters were interested in healthy food, liked to cook, and held a positive attitude toward organic food and local food products. The Unengaged consumers were not concerned about food-related issues, and they reported the least consumption of organic food. The findings of this study have important academic and practical implications for marketers, policymakers, organizations dealing with food, and socio-environmental organizations that aim to promote organic food consumption. Importantly, marketing efforts should focus on enhancing consumers’ knowledge about organic food and their love of cooking, as well as ensuring adequate availability of organic food. View Full-Text
Keywords: market segmentation; organic food marketing; food-related lifestyles; conservatives; trendsetters; unengaged; attitudes; health concern; sustainable consumption; emerging market market segmentation; organic food marketing; food-related lifestyles; conservatives; trendsetters; unengaged; attitudes; health concern; sustainable consumption; emerging market
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).
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Van Huy, L.; Chi, M.T.T.; Lobo, A.; Nguyen, N.; Long, P.H. Effective Segmentation of Organic Food Consumers in Vietnam Using Food-Related Lifestyles. Sustainability 2019, 11, 1237.

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