The Influence of Personal Values on the Transition towards Health-conscious Diet: a Segmentation Approach

Abstract

The main objective of this survey is to reveal relationship between personal values and change in health-conscious diet and food purchase behavior on the basis of Kahle’s List of Values (LOV). In order to achieve this objective, a nationwide representative questionnaire-based survey was launched with 1000 participants in Hungary. According to the results, for the Hungarian population the most important social value is security, which is followed by a desire for a happy and enjoyable life. In Hungary, a new factor structure of the personal values had been identified and consumer segmentation was made based on the new factors. According to the segmentation the authors defined Moderately Value Driven, Security Seeker, Disappointed, and Value Oriented consumers. The group of the Value Oriented consumers is the primary target group for health protective food products, because from among the four segments the Value Oriented group switched to a more health-conscious diet at the biggest rate (18.5%) and they are also the most devoted to health-conscious food purchase. Closest to them are the Security Seekers, whose need for security also manifests itself in conscious food consumption. This shows that the rate of value orientation is defining for activity. As a result, in this field, great opportunities lie both in entrepreneurial and collective marketing communications. The results of the research can be used by those (functional) food producers who determine their target groups and make their marketing programs based on social values.