Consumer segmentation based on health-related motive orientations and fruit and vegetable consumption

Purpose - More tailored interventions and campaigns are needed to increase fruit and vegetable consumption to recommended levels. The purpose of this paper is to explore which consumer groups exist based on both their fruit and vegetable consumption level and their health-related motive orientations (HRMO), and to compare the revealed consumer clusters regarding their fruit and vegetable product attribute importance. Design/methodology/approach - In the Netherlands an online panel survey was carried out resulting in 1,296 respondents. The clusters based on HRMO and fruit and vegetable intake are profiled with respect to demographics and product attribute importance. Findings - Cluster analysis revealed six homogeneous consumer clusters with different HRMO and fruit and vegetable consumption levels. In addition, these clusters show a different socio-demographic profile and differ in their importance ratings of fruit and vegetable product attributes. Practical implications - The results show that health is a multidimensional construct suggesting that there is a need for addressing health in interventions and campaigns in a more tailored approach. Originality/value - This study shows that the combination of both usage- and psychographic segmentation variables provide valuable and interesting information that give insights in addressing different target groups. Moreover, this study elaborates on previous research by showing that health is a multidimensional construct and that Dutch consumers differ in their HRMO.