Hueppe Ronja, Zander Katrin
Agricultural and Food Marketing, University of Kassel, Steinstrasse 19, 37213, Witzenhausen, Germany.
Agricultural and Food Marketing, University of Kassel, Steinstrasse 19, 37213, Witzenhausen, Germany.
Appetite. 2025 Feb 1;206:107831. doi: 10.1016/j.appet.2024.107831. Epub 2024 Dec 21.
The current food systems and the dominating dietary patterns in most EU countries contribute to climate change and are not sustainable. Legumes have the potential to make consumption patterns more sustainable, especially if they come from local or organic production systems. Yet, legume consumption in Germany is low. Thus, this study aimed to increase legume consumption, understand consumer preferences for organic and local production in relation to the processing level, and provide marketing recommendations for different target groups. An online survey including an information display matrix was conducted with 1300 participants from Germany. Preferences for locally and organically produced lentils were identified by search depth and order and a multinomial logistic regression analysis. A latent class cluster analysis (LCA) identified five consumer segments relevant to legume consumption based on psychographics. Results showed a preference for local and organic lentils, regardless of the processing level of the product. Of the five consumer segments, two segments (accounting for 55 %) were rather price-sensitive with a low legume and high meat consumption. Another two segments (23 %) were sustainably-oriented and one segment had a strong preference for cooking. Concluding, there is a potential to market local and organic legumes, however, only for the sustainably-oriented consumers. Hence, for now, legumes remain a niche product in Germany. For a significant increase in legume consumption, also consumers' awareness has to increase: for the environment, health, and the environmental impact of meat consumption.
当前的食物体系以及大多数欧盟国家占主导地位的饮食模式加剧了气候变化，且不可持续。豆类有潜力使消费模式更具可持续性，特别是如果它们来自本地或有机生产体系。然而，德国的豆类消费量较低。因此，本研究旨在增加豆类消费，了解消费者在加工水平方面对有机和本地生产的偏好，并为不同目标群体提供营销建议。对来自德国的1300名参与者进行了一项包括信息展示矩阵的在线调查。通过搜索深度和顺序以及多项逻辑回归分析确定了对本地和有机生产的小扁豆的偏好。潜在类别聚类分析（LCA）基于心理特征识别出与豆类消费相关的五个消费者细分群体。结果显示，无论产品的加工水平如何，消费者都偏好本地和有机小扁豆。在这五个消费者细分群体中，有两个群体（占55%）对价格较为敏感，豆类消费量低而肉类消费量高。另外两个群体（23%）注重可持续性，还有一个群体对烹饪有强烈偏好。总之，推广本地和有机豆类有潜力，但目前仅针对注重可持续性的消费者。因此，目前在德国，豆类仍是小众产品。要大幅增加豆类消费，还必须提高消费者的意识：关于环境、健康以及肉类消费对环境的影响。
