Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 520272
Title Attribute Segmentation and Communication Effects on Healthy and Sustainable Consumer Diet Intentions
Author(s) Verain, Muriel; Sijtsema, Siet; Dagevos, Hans; Antonides, Gerrit
Source Sustainability 9 (2017)5. - ISSN 2071-1050
DOI https://doi.org/10.3390/su9050743
Department(s) LEI Consumer and Chain
Economics of Consumers and Households Group
WASS
Publication type Refereed Article in a scientific journal
Publication year 2017
Abstract A shift towards more sustainable consumer diets is urgently needed. Dietary guidelines state that changes towards less animal-based and more plant-based diets are beneficial in terms of sustainability and, in addition, will have a positive effect on public health. Communication on these guidelines should be most effective when tailored to the motivations of specific consumer segments. Therefore, the current study (1) segments consumers based on the importance they attach to sustainability, health, taste and price of food in several food categories; and (2) tests different ways (with health arguments, sustainability arguments, or both) of communicating the dietary guideline. Three segments have been identified: pro-self, average, and sustainable conscious consumers. For pro-self and average consumers, the communication of both health and sustainability benefits made them think most about sustainability, although communication did not result in changes in dietary intentions in these segments. For sustainable conscious consumers, intention to reduce their meat consumption increased when both health and sustainability benefits were
communicated. These research outcomes indicate the importance of segmentation research in the development of dietary messages. In addition, the findings show the importance of taking product category differences into account in studying consumer food motivations and intentions.
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