Understanding different types of consumers: A multi-group analysis based on convenience food-related lifestyle

The primary objective of this study is to identify categories of organic food consumers based on the CFL (convenience food related lifestyle). Secondarily, this study explores characteristics, motivations/barriers in consumption and perception regarding to self-focus perception (such as perceived consequence of purchasing organic food) and altruistic behaviour (such as recycling behavior and perception of transportation) in different CFL. 1,262 valid samples are collected in this study. Moderate, convenience-pursuing and quality-pursuing categories are separated by cluster analysis. Consumer attitudes toward ready-made meals and takeaway meal solutions, perceived consequences of purchasing organic food, purchase frequency and quantity are differential, and the influence of organic food purchasing perception of consequence on altruistic behaviour are differences in CFL. Only consumers who purchase organic food motivated by environmental concerns are able to improve their recycling behavior. This study believes that the CFL framework has enhanced the understanding of consumer buying behavior and characteristics.