Marketing motivations influencing food choice in 16 countries: segmentation and cluster analysis
Food behaviour is governed by different kinds of motivations, some of individual nature and others related with the external food environment. This study investigated the eating motivations in sixteen countries with respect to commercial and marketing influences on food choices. The questionnaire su...
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| Format: | Article |
| Language: | English |
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UAB Sustainability for Regions
2022-03-01
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| Series: | Insights into Regional Development |
| Online Access: | https://jssidoi.org/ird/article/88 |
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| author | Carla Henriques Ana Matos Madalena Malva Elena Bartkienė Ilija Djekić Monica Tarcea Marijana Matek Sarić Maša Černelič-Bizjak Veronika Dolar Ayman EL-Kenawy Vanessa Ferreira Dace Klava Małgorzata Korzeniowska Elena Vittadini Marcela Leal Lucia Frez-Muñoz Maria Papageorgiou Viktória Szűcs Paula M. R. Correia Raquel P. F. Guiné |
| author_facet | Carla Henriques Ana Matos Madalena Malva Elena Bartkienė Ilija Djekić Monica Tarcea Marijana Matek Sarić Maša Černelič-Bizjak Veronika Dolar Ayman EL-Kenawy Vanessa Ferreira Dace Klava Małgorzata Korzeniowska Elena Vittadini Marcela Leal Lucia Frez-Muñoz Maria Papageorgiou Viktória Szűcs Paula M. R. Correia Raquel P. F. Guiné |
| author_sort | Carla Henriques |
| collection | DOAJ |
| description | Food behaviour is governed by different kinds of motivations, some of individual nature and others related with the external food environment. This study investigated the eating motivations in sixteen countries with respect to commercial and marketing influences on food choices. The questionnaire survey was developed between September 2017 and June 2018, via online tools, targeting a convenience sample of residents in sixteen countries (Argentina, Brazil, Croatia, Egypt, Greece, Hungary, Italy, Latvia, Lithuania, Netherlands, Poland, Portugal, Romania, Serbia, Slovenia and the United States of America). The number of valid responses received was 11,919 participants. The data were treated using SPSS software, and the main statistical techniques used included exploratory factor analysis, evaluation of internal reliability through Cronbach’s alpha, cluster analysis (hierarchical and k-means) and logistic regression. The results obtained showed two groups of people: low motivated and notably motivated consumers. The results showed high asymmetries between countries, with highest percentage of highly motivated consumers in Egypt and the lowest percentage of highly motivated in Portugal. It was further observed that consumers more influenced by commercial and marketing aspects (the notably motivated) tend to be women, young, single, less educated, less likely to be professionally active, and those who live mostly in rural or suburban areas. Less exercise and overweight are also factors associated with greater propensity for commercial and marketing motivations. Furthermore, health problems such as shellfish or gluten intolerance, hypertension and high cholesterol confer less propensity to be in the segment of the notably motivated consumers. In conclusion, this work highlighted the role of geographic, sociodemographic and lifestyle factors as food choice determinants. |
| format | Article |
| id | doaj-art-e36bcb39f35245ca9ee7c094c5de6bc4 |
| institution | OA Journals |
| issn | 2669-0195 |
| language | English |
| publishDate | 2022-03-01 |
| publisher | UAB Sustainability for Regions |
| record_format | Article |
| series | Insights into Regional Development |
| spelling | doaj-art-e36bcb39f35245ca9ee7c094c5de6bc42025-08-20T02:04:17ZengUAB Sustainability for RegionsInsights into Regional Development2669-01952022-03-0141102510.9770/IRD.2022.4.1(1)Marketing motivations influencing food choice in 16 countries: segmentation and cluster analysisCarla Henriqueshttps://orcid.org/0000-0002-2142-2849Ana Matoshttps://orcid.org/0000-0001-6408-5857Madalena Malvahttps://orcid.org/0000-0003-4982-0184Elena Bartkienėhttps://orcid.org/0000-0003-3706-1280Ilija Djekićhttps://orcid.org/0000-0002-8132-8299Monica Tarceahttps://orcid.org/0000-0001-7299-118XMarijana Matek Sarićhttps://orcid.org/0000-0003-2734-7955Maša Černelič-Bizjakhttps://orcid.org/0000-0002-0537-0196Veronika Dolarhttps://orcid.org/0000-0003-0842-3860Ayman EL-Kenawyhttps://orcid.org/0000-0002-0818-2393Vanessa Ferreirahttps://orcid.org/0000-0003-0417-8490Dace Klavahttps://orcid.org/0000-0002-9490-7396Małgorzata Korzeniowskahttps://orcid.org/0000-0002-0300-0407Elena Vittadinihttps://orcid.org/0000-0001-9181-0815Marcela Lealhttps://orcid.org/0000-0002-7052-1077Lucia Frez-Muñozhttps://orcid.org/0000-0002-2694-4777Maria Papageorgiouhttps://orcid.org/0000-0001-7009-846XViktória Szűcshttps://orcid.org/0000-0002-3594-0786Paula M. R. Correiahttps://orcid.org/0000-0002-2023-4475Raquel P. F. Guinéhttps://orcid.org/0000-0003-0595-6805Food behaviour is governed by different kinds of motivations, some of individual nature and others related with the external food environment. This study investigated the eating motivations in sixteen countries with respect to commercial and marketing influences on food choices. The questionnaire survey was developed between September 2017 and June 2018, via online tools, targeting a convenience sample of residents in sixteen countries (Argentina, Brazil, Croatia, Egypt, Greece, Hungary, Italy, Latvia, Lithuania, Netherlands, Poland, Portugal, Romania, Serbia, Slovenia and the United States of America). The number of valid responses received was 11,919 participants. The data were treated using SPSS software, and the main statistical techniques used included exploratory factor analysis, evaluation of internal reliability through Cronbach’s alpha, cluster analysis (hierarchical and k-means) and logistic regression. The results obtained showed two groups of people: low motivated and notably motivated consumers. The results showed high asymmetries between countries, with highest percentage of highly motivated consumers in Egypt and the lowest percentage of highly motivated in Portugal. It was further observed that consumers more influenced by commercial and marketing aspects (the notably motivated) tend to be women, young, single, less educated, less likely to be professionally active, and those who live mostly in rural or suburban areas. Less exercise and overweight are also factors associated with greater propensity for commercial and marketing motivations. Furthermore, health problems such as shellfish or gluten intolerance, hypertension and high cholesterol confer less propensity to be in the segment of the notably motivated consumers. In conclusion, this work highlighted the role of geographic, sociodemographic and lifestyle factors as food choice determinants.https://jssidoi.org/ird/article/88 |
| spellingShingle | Carla Henriques Ana Matos Madalena Malva Elena Bartkienė Ilija Djekić Monica Tarcea Marijana Matek Sarić Maša Černelič-Bizjak Veronika Dolar Ayman EL-Kenawy Vanessa Ferreira Dace Klava Małgorzata Korzeniowska Elena Vittadini Marcela Leal Lucia Frez-Muñoz Maria Papageorgiou Viktória Szűcs Paula M. R. Correia Raquel P. F. Guiné Marketing motivations influencing food choice in 16 countries: segmentation and cluster analysis Insights into Regional Development |
| title | Marketing motivations influencing food choice in 16 countries: segmentation and cluster analysis |
| title_full | Marketing motivations influencing food choice in 16 countries: segmentation and cluster analysis |
| title_fullStr | Marketing motivations influencing food choice in 16 countries: segmentation and cluster analysis |
| title_full_unstemmed | Marketing motivations influencing food choice in 16 countries: segmentation and cluster analysis |
| title_short | Marketing motivations influencing food choice in 16 countries: segmentation and cluster analysis |
| title_sort | marketing motivations influencing food choice in 16 countries segmentation and cluster analysis |
| url | https://jssidoi.org/ird/article/88 |
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