Food values and purchase decisions in emerging markets: Empirical evidence from Kenya

Opeyemi Femi-Oladunni, Pablo Ruiz-Palomino, Maria Pilar Martinez-Ruiz and Israel Roberto Perez-Jimenez

Cogent Business & Management, 2023, vol. 10, issue 3, 2287771

Abstract: Research on consumer food value preferences has typically focused on consumers in the developed economy, with knowledge regarding food value preferences in emerging food markets being a grey spot. This study aims to fill this gap in the literature. Accordingly, the possible existence of consumer clusters in Kenya based on their appreciation of food values is analyzed. The differences in the appreciation of food values were studied considering the socio-demographic traits of 500 random consumers, for which a standardized questionnaire was used. In the empirical analysis, Spearman’s correlation test, two-step cluster analyses and logistic regressions were calculated. The results reveal variations in food value preferences between segments determined by economic and socio-environmental factors. Nutrition was the most preferred value, while environmental impact was the least preferred.

Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/23311975.2023.2287771 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:oabmxx:v:10:y:2023:i:3:p:2287771

Ordering information: This journal article can be ordered from
http://cogentoa.tandfonline.com/journal/OABM20

DOI: 10.1080/23311975.2023.2287771

Access Statistics for this article

Cogent Business & Management is currently edited by Len Tiu Wright and Tahir Nisar

More articles in Cogent Business & Management from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().