Segmenting Chinese Millennial Restaurant Customers: A Lifestyle and Health and Environmental Consciousness Approach

Abstract

ABSTRACTThis paper provides insights into the attitudes and behaviors of Chinese Millennials towards dining out, based on a sample of 468 respondents in Hong Kong, China. Millennials are the generation that is most conscious of sustainability and personal health issues, and they are contributing to the growing demand for wellness-related products and services. The Chinese are the largest emerging group within this cohort for global spending and wealth creation, and their consumption behaviors are increasingly influential in a resource-scarce world. Prior studies have adopted various approaches to segment restaurant customers. However, none have formed segments using consumer health and environmental-related attitudes and behaviors. Furthermore, there have been relatively few studies on the menu information which customers value most. Respondents in the current study were segmented on the basis of their lifestyles and health and environmental consciousness. The researchers identified six customer segments and compared their attitudes to two types of information on restaurant menus – nutrition and sustainability.