Abstract
The purpose of this paper is to extend behavioural theory and segmentation application. Specifically, this paper draws on three segmentation bases and behavioural theory that extends focus beyond individual psychological predispositions to form segments within the healthy eating context for young adult university students (20–35 years) in Queensland, Australia. Participants were invited to take part in an online survey via email and through face to face intercept to ensure a diverse cross section was obtained. Structural equation modelling revealed that the Motivation, Opportunity, and Ability (MOA) framework can be utilised to explain healthful eating behaviour and two-step cluster analysis uncovered two distinct segments with education, motivation to eat healthily and Turconi’s eating behaviour scores being the most important variables within the wider multivariate segment formation. This paper contributes to literature in the following ways. First, it confirms the importance of behavioural bases in segment formation and supports inclusion of other bases, namely demographics and psychographics. Next, it provides evidence of the value of including behavioural theory, which extends focus beyond what individuals think to understand how the environment may support them. Finally, this paper demonstrates that the MOA framework together with eating behaviour and demographic factors (education) can produce theoretically informed segments.
Highlights
Obesity is a growing issue both in Australia and globally, generating significant health and economic consequences costing individuals and community [1]
This paper demonstrates the application of a broader number of segmentation bases, together with behavioural theory, to derive segments in a young adult population
This study demonstrated the ability of the MOA framework to explain eating behaviour, ensuring that understanding extends beyond psychographic factors to consider the role the food environment exerts on an individual’s healthy eating
Summary
Obesity is a growing issue both in Australia and globally, generating significant health and economic consequences costing individuals and community [1]. Young adulthood (early 20s to 30s) has been identified as a key stage in life where individuals are at greatest risk of weight gain [2,3]. Overweight and obesity results in considerable decreases in life expectancy and increases in early mortality among adults. Onset obesity has been estimated to reduce life expectancy by seven years at the age of 40 [4]. A recent study found that among 25-year-old Australians, a 4.2and 3.6-year decrease in life expectancy was observed in overweight men and women while the numbers were even higher for obese men and women (8.3 and 6.1 years) [5]. Overweight and obesity occurs when an individual’s calorie intake exceeds calories expended on a serial basis over time
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