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A consumer segmentation of nutrition information use and its relation to food consumption behaviour

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  • Visschers, Vivianne H.M.
  • Hartmann, Christina
  • Leins-Hess, Rebecca
  • Dohle, Simone
  • Siegrist, Michael

Abstract

Consumers need information such as nutrition tables to assess the nutritional value of a food product. Although a broad range of studies has examined consumers’ attention, perception and use of nutrition tables, relatively little is known about what types of consumers use what kind of nutrition information. Therefore, using data from the Swiss Food Panel, we conducted a cluster analysis of nutrition information usage and health and nutrition interest to determine whether consumers could be segmented into specific groups. We identified four segments, which we labelled Official Information Users, Internet Users, Moderate Users and Uninterested. We then determined the segments’ demographics, food frequencies and perception of food. Based on our findings, we provide suggestions for targeted interventions that stimulate healthy food choices among these four segments. Our findings imply that nutrition education or the improvement of nutrition labels is unlikely tostimulate nutrition information usage among all consumer types; some consumers may rather benefit more from environmental cues that prime healthy food choices.

Suggested Citation

  • Visschers, Vivianne H.M. & Hartmann, Christina & Leins-Hess, Rebecca & Dohle, Simone & Siegrist, Michael, 2013. "A consumer segmentation of nutrition information use and its relation to food consumption behaviour," Food Policy, Elsevier, vol. 42(C), pages 71-80.
    • Handle: RePEc:eee:jfpoli:v:42:y:2013:i:c:p:71-80
    DOI: 10.1016/j.foodpol.2013.07.003
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    References listed on IDEAS

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    1. Graham, Dan J. & Orquin, Jacob L. & Visschers, Vivianne H.M., 2012. "Eye tracking and nutrition label use: A review of the literature and recommendations for label enhancement," Food Policy, Elsevier, vol. 37(4), pages 378-382.
    2. Paul Rozin & Sydney Scott & Megan Dingley & Joanna K. Urbanek & Hong Jiang & Mark Kaltenbach, 2011. "Nudge to nobesity I: Minor changes in accessibility decrease food intake," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 6(4), pages 323-332, June.
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    3. Cavaliere, Alessia & De Marchi, Elisa & Banterle, Alessandro, 2014. "Does Consumer Time Preference Affect Label Use?," 2014 International European Forum, February 17-21, 2014, Innsbruck-Igls, Austria 199401, International European Forum on System Dynamics and Innovation in Food Networks.
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    9. Karnik, Harshada & Peterson, Hikaru Hanawa, 2018. "Impacts of Point-of-Sales Nutritional Labels and Nutrition Education on Healthful Food Purchase at Rural Grocery Stores: A Case Study," 2018 Annual Meeting, August 5-7, Washington, D.C. 273898, Agricultural and Applied Economics Association.
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