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

Le Van Huy (), Mai Thi Thao Chi, Antonio Lobo, Ninh Nguyen and Hoàng Long Phan
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Mai Thi Thao Chi: School of Economics, Danang Architecture University, Danang City 50000, Vietnam
Antonio Lobo: Swinburne Business School, Swinburne University of Technology, Hawthorn, Victoria 3122, Australia
Ninh Nguyen: Department of Entrepreneurship, Innovation and Marketing, La Trobe Business School, La Trobe University, Bundoora, Victoria 3086, Australia

Sustainability, 2019, vol. 11, issue 5, 1-16

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.

Keywords: market segmentation; organic food marketing; food-related lifestyles; conservatives; trendsetters; unengaged; attitudes; health concern; sustainable consumption; emerging market (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (19)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:11:y:2019:i:5:p:1237-:d:209225

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