Abstract
The trend towards health and environmental protection has led to an increase in the consumption of medicinal and aromatic plant (MAP) products. The market for MAP products is influenced by consumer behaviour and therefore the aim of this study was to identify consumer segments that use MAP products for phytotherapeutic, cosmetic and personal care purposes according to their perceptions, attitudes and consumption habits and possible correlations between consumption of MAP products and interest in a healthy lifestyle and sustainable behaviour. Data collection was performed by administering a questionnaire to Cluj-Napoca residents. The final sample consisted of two groups of MAP consumers: the first with 231 respondents who use these products for phytotherapeutic purposes, the second group—with 297 respondents who use them as cosmetic and personal care products. The collected data were statistically analysed using the k-means clustering model, resulting in two distinct clusters in both consumer groups: cluster 1, the “Curious”, and Cluster 2, the “Knowledgeable”. For the consumers of the second cluster, consumption was positively correlated with healthcare and environmental protection, while they exhibited a growing interest in environmentally certified MAP products. The results obtained contribute to a better understanding of the MAP products consumption behaviour while tackling the practical implications for stakeholders in the pharmaceutical and cosmetics industry through the development and innovation of products tailored to consumer needs.
Highlights
Introduction iationsIt is since ancient times that people have used medicinal and aromatic plants (MAPs) to improve their quality of life, both to treat various health problems [1,2] and to care for and improve overall physical appearance [3]
The group including consumers of MAP products for phytotherapeutic purposes consisted of 231 respondents, 67.1% women and 32.9% men, with more than 60% aged between 25 and 44 years
The results revealed the existence of two clusters of consumers, both in the group who used them for phytotherapeutic purposes and those who used them for cosmetic and personal care purposes: the “Curious” and the “Knowledgeable”
Summary
Introduction iationsIt is since ancient times that people have used medicinal and aromatic plants (MAPs) to improve their quality of life, both to treat various health problems [1,2] and to care for and improve overall physical appearance [3]. MAPs are plant raw materials rich in secondary metabolites [5] and play various functions in the growth and nourishment of the body, in pigmentation, while exhibiting insecticidal, antifungal and antibacterial action [6,7] as well as protecting against oxidative stress and UV radiation [8]. They both entail benefits as well as toxicity of products derived from medicinal and aromatic plants [9,10].
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