Environmental values and self-identity as a basis for identifying seaweed consumer segments in the UK
ISSN: 0007-070X
Article publication date: 26 December 2023
Issue publication date: 15 March 2024
Abstract
Purpose
This study aimed to identify and profile segments of seaweed consumers in the United Kingdom.
Design/methodology/approach
Hierarchical k-means cluster analysis was used to identify consumer segments based on consumers' self-identity and environmental values. In addition, the study used subjective knowledge, intentions and consumption to profile different consumer segments. The data were collected in 2022 through a consumer survey with a representative sample from the United Kingdom (n = 1,110).
Findings
Cluster analysis segmented consumers into three groups: progressive (39%), conservative (33%) and egoistic (28%). The progressive segment was most likely to consume seaweed food products. Consumers in the progressive segment identify themselves as food innovative and healthy; they also highly value the environment and their pleasure. Conservative and egoistic consumers were significantly less likely to consume seaweed food products.
Practical implications
The results suggest that public policy officers and marketers promote seaweed food products by emphasizing biospheric values for innovative (younger) consumers, as well as seaweed’s good taste and nutritional/health qualities.
Originality/value
This study identifies and examines the profiles and characteristics of seaweed consumers based on their values and self-identity. Through this research, the authors have discovered how environmental values and self-identity can effectively group consumers into homogeneous segments. Moreover, the authors have identified a specific consumer group in the UK that is more likely to consume seaweed food products.
Keywords
Acknowledgements
This research was supported by a PhD scholarship grant from NordForsk.
Citation
Govaerts, F. and Olsen, S.O. (2024), "Environmental values and self-identity as a basis for identifying seaweed consumer segments in the UK", British Food Journal, Vol. 126 No. 4, pp. 1456-1472. https://doi.org/10.1108/BFJ-07-2023-0576
Publisher
:Emerald Publishing Limited
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