A Consumer Segmentation Study of Nutrition Information Seeking and Its Relation to Food Consumption in Beijing, China.

Yin Wang,Qiong Shen,Jiayou Wang

doi:10.3390/foods11030453

Abstract

The aim of this study is to identify consumer groups based on nutrition information-seeking behavior and how it relates to food consumption. Although the Chinese public can now access nutrition information through different channels, research on the segmentation of homogeneous consumer groups seeking nutrition information is lacking. This study closes this research gap and, in doing so, also shows how information seeking is related to dietary behavior. A questionnaire was sent out to a stratified random sample in Beijing, resulting in 448 responses. A cluster analysis using hierarchical methods was conducted, identifying four distinct consumer groups: Multi-Channel (27.43%), Mass Media (20.57%), Moderate (27.88%), and Uninterested (24.12%). The four segments differed significantly concerning food consumption frequencies, food literacy, and sociodemographic characteristics. Consumers who were more involved in nutrition information tended to eat healthier. Our findings indicate that nutrition information is worth promoting, but this kind of intervention is not a cure-all. Targeted interventions should focus on uninterested populations by providing non-informational nudging strategies to promote healthy eating behaviors. This study contributes to the identification of meaningful profiles for targeted interventions, particularly as regards uninterested or unreached consumers.

Highlights

A poor diet is associated with an increased risk of cardiovascular disease, diabetes, and several cancers [1,2]
Little is known about the status of consumers seeking various sources of nutrition information, what motivates consumers to seek nutrition information, and the different types of food consumption related to nutrition information usage
We found that consumers who were more involved with nutritional information, such as Multi-Channel Seekers and MassMedia Seekers, tended to eat healthier

Summary

Introduction

A poor diet is associated with an increased risk of cardiovascular disease, diabetes, and several cancers [1,2]. According to the Chinese Residents Nutrition and Chronic Disease Status Report (2020), the problem of obesity and diet-related diseases among Chinese residents has become increasingly prominent. Providing intuitive and straightforward nutrition information is increasingly perceived as an essential tool for combatting unhealthy food choices and for improving public health [5,6]. In China, nutrition labeling is compulsory for prepackaged foods [8]. Additional sources of nutrition-related information are available to help consumers make healthy food choices. Little is known about the status of consumers seeking various sources of nutrition information, what motivates consumers to seek nutrition information, and the different types of food consumption related to nutrition information usage.

Objectives

Methods

Results

Discussion

Conclusion