Environmental values and self-identity as a basis for identifying seaweed consumer segments in the UK

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.

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