K-Means Cluster Analysis of Consumer Behavior Toward Health and Green Fast Food Restaurant

Eliana Sandy Yuliaji, Mohammad Iqbal () and Anni Rahimah
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Eliana Sandy Yuliaji: Brawijaya University
Mohammad Iqbal: Brawijaya University
Anni Rahimah: Brawijaya University

A chapter in Proceedings of the Brawijaya International Conference on Business Administration, Taxation, and Tourism (BICBATT 2022), 2024, pp 68-76 from Springer

Abstract: Abstract The purpose of this study is to investigate customer behavior regarding healthy and ecologically friendly food products. This study evaluates the amount of environmental concern, health consciousness, and attitudes about the purchase of environmentally friendly and nutritious food products. On the basis of environmental concern, health consciousness, and attitude, a cluster analysis was undertaken with 212 KFC Naughty by Nature consumers. The results of the study classified customers into three distinct groups based on their purchasing patterns.

Keywords: Consumer Behaviour; Fast Food; Health Consciousness; Environmental Concern (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-240-8_9

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DOI: 10.2991/978-94-6463-240-8_9

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