Wongprawmas Rungsaran, Mora Cristina, Pellegrini Nicoletta, Guiné Raquel P F, Carini Eleonora, Sogari Giovanni, Vittadini Elena
Department of Food and Drug, University of Parma, Parco Area delle Scienze 47/A, 43124 Parma, Italy.
Department of Agricultural, Food, Environmental and Animal Sciences, University of Udine, via Sondrio 2/A, 33100 Udine, Italy.
Foods. 2021 Feb 3;10(2):318. doi: 10.3390/foods10020318.
Healthy food choices are crucial for a healthy lifestyle. However, food choices are complex and affected by various factors. Understanding the determinant factors affecting food choices could aid policy-makers in designing better strategies to promote healthy food choices in the general public. This study aims to evaluate the food choice motivations and to segment consumer groups, according to their food choice motivations, in a sample of 531 Italian consumers (collected by convenience sampling), through offline and online survey platforms. K-means cluster analysis was applied to identify consumer groups using six food choice motivation categories (health, emotional, economic and availability, social and cultural, environmental and political, and marketing and commercial). The results suggest that the strongest determinants for the food choices of Italian consumers are Environmental factors and Health. Two consumer profiles were identified through the segmentation analysis: Emotional eating and Health-driven consumers. The respondents were found to have a good awareness of what comprises a healthy diet. There is a potential market for healthy and sustainable food products, especially products with minimal or environmentally friendly packages. Food labels and information strategies could be promoted as tools to assist consumers to make healthy food choices.
选择健康食品对健康的生活方式至关重要。然而，食物选择很复杂，受到多种因素的影响。了解影响食物选择的决定因素有助于政策制定者制定更好的策略，以促进公众选择健康食品。本研究旨在通过线下和线上调查平台，对531名意大利消费者（通过便利抽样收集）进行评估，以确定其食物选择动机，并根据食物选择动机对消费者群体进行细分。运用K均值聚类分析，使用六个食物选择动机类别（健康、情感、经济与可得性、社会与文化、环境与政治以及营销与商业）来识别消费者群体。结果表明，意大利消费者食物选择的最强决定因素是环境因素和健康因素。通过细分分析确定了两种消费者类型：情绪化饮食者和健康驱动型消费者。受访者对健康饮食的构成有良好的认知。健康和可持续食品产品存在潜在市场，特别是包装最少或环保的产品。食品标签和信息策略可作为帮助消费者做出健康食品选择的工具加以推广。
