Health comes by eating! Proposal of a typology of moroccan consumers based on their perception of the healthy character of a food product

La santé vient en mangeant ! Proposition d’une typologie de consommateurs marocains selon leur perception du caractère sain d’un produit alimentaire

Imane Kerzazi (), Béatrice Siadou-Martin () and Fatiha Fort
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Imane Kerzazi: MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier
Béatrice Siadou-Martin: MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier

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Abstract: This research analyzes the process of categorizing a healthy food. Based on the theory of cognitive psychology, it shows that the categorization of a healthy food differs from one individual to another, not only according to the characteristics of the product but also in relation to the motivations. We conducted a qualitative exploratory study using 22 semi-structured individual interviews. The results of the survey highlight the existence of four distinct groups of consumers : the traditionalists-nostalgic, the savvy-cautious, the distrustful and the hedonists. The in-depth knowledge of these profiles will allow decision-makers to design more targeted public actions to promote healthy eating, as well as food manufacturers to segment their customers according to the different perceptions of healthy food and the underlying motivations.

Keywords: Healthy food; Categorization; Typology of consumer; Catégorisation; typologie de consommateur; Aliment sain (search for similar items in EconPapers)
Date: 2023-01-19
New Economics Papers: this item is included in nep-agr and nep-env
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Published in 22nd International Marketing Trends Conference, Jan 2023, Paris, France. pp.1-15

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