Effective Segmentation of Organic Food Consumers in Vietnam Using Food-Related Lifestyles
Abstract
:1. Introduction
2. Literature Review
2.1. Factors Affecting Consumer Attitude and Purchase Behavior towards Organic Food
2.2. Segmentation of Organic Food Consumers
2.2.1. Overview
2.2.2. Segmentation of Organic Food Consumers Using the FRL Approach
- Ways of shopping: Importance of product information, Attitude towards advertising, Enjoyment from shopping, Specialty shops, Price criteria, Shopping list.
- Quality aspects: Health, Price–quality relation, Novelty, Ecological products, Taste, Freshness.
- Cooking methods: Interest in cooking, Looking for new ways, Convenience, Whole family, Planning, Woman’s task.
- Consumption situation: Snacks versus meals, Social event.
- Purchasing motives: Self-fulfilment in food, Security, Social relationships.
3. Research Method
3.1. Research Context
3.2. Data Collection and Sampling
3.3. Design of the Survey Instrument
4. Data Analysis and Findings
4.1. Application
4.2. EFA and Reliability Test
4.3. Cluster Analysis
4.4. Characteristics of the Three Segments
4.4.1. Conservatives
4.4.2. Trendsetters
4.4.3. Unengaged
5. Discussion
6. Managerial Implications
6.1. For the Conservatives
6.2. For the Trendsetters
6.3. For the Unengaged
7. Conclusions, Limitations, and Future Research Direction
Author Contributions
Funding
Conflicts of Interest
References
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# | Author(s) | Market | Segmentation Factor | Resultant Segments |
---|---|---|---|---|
1 | Aslihan Nasir and Karakaya [34] | Europe | Attitude towards organic food | 1. Favorable 2. Neutral 3. Unfavorable |
2 | Chen et al. [38] | China | Attitude towards organic food | 1. Safety conscious 2. Gastronomes 3. Sceptics |
3 | Chryssohoidis and Krystallis [28] | Greece | Personal value system | 1. Health conscious 2. Organic loyal 3. Explorers 4. Independents |
4 | de Maya et al. [39] | Europe | Personal value system | 1. Consumers with highest values of harmony, egalitarianism, affective autonomy, mastery, and conversation (Denmark and Sweden) 2. Consumers with lowest values of harmony, egalitarianism, affective autonomy, and conversation (Spain) 3. Consumers with high value of affective autonomy and low value of harmony (Italy and Finland) 4. Consumers with lower values of affective autonomy and mastery (Germany, Greece and UK) |
5 | Gil et al. [40] | Spain | Lifestyle | Navarra region: 1. Likely consumers 2. Organic food consumers 3. Unlikely consumers Madrid region: 1. Unlikely mature consumers 2. Unlikely young consumers 3. Likely consumers 4. Organic food consumers |
6 | Hamzaoui-Essoussi and Zahaf [41] | Canada | Usage rate and lifestyle | 1. True organic food consumers 2. Sporadic organic food consumers 3. Inexperienced organic food consumers |
7 | Liang [42] | Taiwan | Food-related lifestyle | 1. Traditional food shoppers 2. Uninvolved food shoppers 3. Enthusiastic food shoppers |
8 | Mesías Díaz et al. [43] | Spain | Knowledge and level of consumption | 1. Non-consumers/little knowledge 2. Habitual consumers/well-informed 3. Occasional consumers/well-informed |
9 | Nie and Zepeda [36] | US | Food-related lifestyle | 1. Rational consumer 2. Adventurous consumer 3. Careless consumer 4. Conservative uninvolved |
10 | Paul and Rana [32] | India | Satisfaction for organic food | 3 (unnamed) segments |
11 | Żakowska-Biemans [44] | Poland | Food choice and food-related lifestyle | 1. Uncommitted 2. Traditionalists 3. Careless 4. Conscious 5. Pragmatic |
Code | Description | Mean | SD |
---|---|---|---|
Innovativeness/Novelty—adapted from Żakowska-Biemans (2011) | |||
LS1 | I like to try new foods that I have never tasted before | 3.46 | 0.759 |
LS2 | I am often the first to try a new product | 2.92 | 0.786 |
LS3 | If I have a choice, I prefer to try new food | 3.28 | 0.817 |
Attention to healthy food information—adapted from Liang (2014) and Żakowska-Biemans (2011) | |||
LS4 | To me, product information is of high importance. I need to know what the product contains | 4.05 | 1.011 |
LS5 | I compare labels to select the most nutritious food | 3.94 | 0.937 |
LS6 | I usually plan the type and amount of food that my family consumes | 3.52 | 0.733 |
LS7 | For me, the naturalness of food is the most important quality aspect | 4.06 | 0.818 |
LS8 | I avoid food products that contain additives | 4.05 | 0.857 |
Love of cooking—adapted from Liang (2014) | |||
LS9 | Cooking is an interesting activity | 3.79 | 0.814 |
LS10 | I like to try new recipes | 3.75 | 0.725 |
LS11 | I have interesting experiences when I try recipes and cooking secrets from other food cultures | 3.80 | 0.919 |
LS12 | I like to try cooking recipes from other countries | 3.79 | 0.861 |
Love of organic food—adapted from Żakowska-Biemans (2011) | |||
LS13 | I always buy organic food when I have the opportunity | 3.71 | 0.796 |
LS14 | I do not mind paying higher prices for organic food | 3.61 | 0.902 |
Convenience—adapted from Żakowska-Biemans (2011) | |||
LS15 | It is unimportant for me to buy fresh products | 3.80 | 0.862 |
LS16 | I prefer to buy processed rather than fresh food | 3.26 | 0.988 |
LS17 | I use a lot of frozen or canned food in my cooking | 2.29 | 1.226 |
LS18 | I often use instant food or precooked dishes | 2.34 | 1.111 |
Ethnocentrism—adapted from Żakowska-Biemans (2011) | |||
LS19 | I prefer to buy food originating from my own region/country | 2.47 | 1.082 |
LS20 | I prefer to support food products from my own region/country although it may cost me more | 2.42 | 1.120 |
Items | Factors | ||||
---|---|---|---|---|---|
1 | 2 | 3 | 4 | 5 | |
LS1 | 0.814 | ||||
LS2 | 0.684 | ||||
LS3 | 0.831 | ||||
LS4 | 0.763 | ||||
LS5 | 0.846 | ||||
LS6 | 0.651 | ||||
LS7 | 0.708 | ||||
LS8 | 0.716 | ||||
LS9 | 0.756 | ||||
LS10 | 0.841 | ||||
LS11 | 0.838 | ||||
LS12 | 0.715 | ||||
LS13 | 0.640 | ||||
LS14 | 0.589 | ||||
LS15 | 0.789 | ||||
LS16 | 0.899 | ||||
LS17 | 0.892 | ||||
LS18 | 0.831 | ||||
LS19 | 0.560 | ||||
LS20 | 0.821 |
Original Factors/Subscales | Revised Factors/Subscales |
---|---|
1. Innovativeness/Novelty Items: LS1–LS3; α = 0.778 | 1. Innovativeness/Novelty Items: LS1–LS3; α = 0.778 |
2. Attention to healthy food information Items: LS4–LS8; α = 0.835 | 2. Attention to healthy food Items: LS4–LS8, LS13; α = 0.855 |
3. Love of cooking Items: LS9–LS12; α = 0.8404. 4. Love of organic food Items: LS3, LS14; α = 0.670 | 3. Love of cooking Items: LS9–LS12; α = 0.840 |
5. Convenience Items: LS15–LS18; α = 0.8976. 6. Ethnocentrism Items: LS19, LS20; α = 0.647 | 4. Convenience Items: LS15–LS18; α = 0.8975. 5. Love of local and organic food Items: LS14, LS19, LS20; α = 0.653 |
Food-Related Lifestyle | Segment | ||
---|---|---|---|
(1) Conservatives | (2) Trendsetters | (3) Unengaged | |
Innovativeness/Novelty | 3.16 | 3.54 | 2.78 |
Attention to healthy food | 4.11a | 3.97a | 2.66 |
Love of cooking | 3.71 | 4.02 | 3.13 |
Convenience | 1.81 | 3.75 | 2.29 |
Love of local and organic food | 3.57a | 3.81a | 2.62 |
(1) Conservatives (62.1%) | (2) Trendsetters (26.6%) | (3) Unengaged (11.3%) | |
---|---|---|---|
Purchasing organic food * | |||
Usually | 23.0% | 5.6% | 8.7% |
Frequently | 24.6% | 25.9% | 21.7% |
Occasionally | 27.0% | 46.3% | 43.5% |
Rarely | 25.4% | 22.2% | 26.1% |
Attitude and interest in organic food * | |||
I believe organic food is better than normal food | 4.13a | 3.98a | 3.30 |
I look for organic food to buy | 3.68a | 3.81a | 3.04 |
I have a lot of knowledge about organic food | 3.06a | 3.59 | 2.96a |
When I buy organic food, I know for sure what I’m buying | 3.48a | 3.76a | 2.78 |
Demographic characteristics | |||
Gender | |||
Male | 26.2% | 40.7% | 34.8% |
Female | 73.8% | 59.3% | 65.2% |
Age | |||
18–25 | 20.6% | 18.5% | 17.4% |
26–35 | 62.7% | 75.9% | 65.2% |
36–45 | 11.1% | 5.6% | 17.4% |
Above 45 | 5.6% | 0% | 0% |
Education | |||
High school and below | 1.5% | 0% | 4.3% |
Professional degree | 1.5% | 11.1% | 0% |
University, college | 67.5% | 83.3% | 78.3% |
Postgraduate | 29.5% | 5.6% | 17.4% |
Household size | |||
1 person | 8.7% | 7.3% | 8.7% |
2 people | 14.3% | 1.9% | 0% |
3 or 4 people | 51.6% | 48.1% | 65.2% |
Above 4 people | 25.4% | 42.6% | 26.1% |
Family member | |||
Have children below 6 years old | 53.2% | 61.1% | 73.9% |
Do not have children below 6 years old | 46.8% | 38.9% | 26.1% |
Monthly income * | |||
Below $250 | 9.5% | 7.4% | 4.3% |
$250–$500 | 25.4% | 46.3% | 56.5% |
$500–$1000 | 40.5% | 24.1% | 26.1% |
Above $1000 | 24.6% | 22.2% | 13.9% |
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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. https://doi.org/10.3390/su11051237
Van Huy L, Chi MTT, Lobo A, Nguyen N, Long PH. Effective Segmentation of Organic Food Consumers in Vietnam Using Food-Related Lifestyles. Sustainability. 2019; 11(5):1237. https://doi.org/10.3390/su11051237
Chicago/Turabian StyleVan Huy, Le, Mai Thi Thao Chi, Antonio Lobo, Ninh Nguyen, and Phan Hoang Long. 2019. "Effective Segmentation of Organic Food Consumers in Vietnam Using Food-Related Lifestyles" Sustainability 11, no. 5: 1237. https://doi.org/10.3390/su11051237
APA StyleVan Huy, L., Chi, M. T. T., Lobo, A., Nguyen, N., & Long, P. H. (2019). Effective Segmentation of Organic Food Consumers in Vietnam Using Food-Related Lifestyles. Sustainability, 11(5), 1237. https://doi.org/10.3390/su11051237