Social Discourses of Healthy Eating: A Market Segmentation Approach

Appetite, Vol. 55, No. 2, pp. 288-297, 2010

Posted: 2 Aug 2011

See all articles by Polymeros Chrysochou

Polymeros Chrysochou

Aarhus University - Department of Business Administration

Søren Askegaard

SDU Odense University - Marketing

Klaus G. Grunert

Aarhus School of Business - Marketing and Statistics

Dorthe Brogård Kristensen

University of Southern Denmark

Date Written: 2010

Abstract

This paper proposes a framework of discourses regarding consumers’ healthy eating as a useful conceptual scheme for market segmentation purposes. The objectives are: (a) to identify the appropriate number of health-related segments based on the underlying discursive subject positions of the framework, (b) to validate and further describe the segments based on their socio-demographic characteristics and attitudes towards healthy eating, and (c) to explore differences across segments in types of associations with food and health, as well as perceptions of food healthfulness. 316 Danish consumers participated in a survey that included measures of the underlying subject positions of the proposed framework, followed by a word association task that aimed to explore types of associations with food and health, and perceptions of food healthfulness. A latent class clustering approach revealed three consumer segments: the Common, the Idealists and the Pragmatists. Based on the addressed objectives, differences across the segments are described and implications of findings are discussed.

Keywords: Healthy eating, Discourses, Denmark, Word association task, Latent class clustering, Multinomial logistic regression

Suggested Citation

Chrysochou, Polymeros and Askegaard, Søren and Grunert, Klaus G. and Kristensen, Dorthe Brogård, Social Discourses of Healthy Eating: A Market Segmentation Approach (2010). Appetite, Vol. 55, No. 2, pp. 288-297, 2010, Available at SSRN: https://ssrn.com/abstract=1894654

Polymeros Chrysochou (Contact Author)

Aarhus University - Department of Business Administration ( email )

Bartholins Allé 10
bygn. 1323 - 321
Aarhus, 8000
Denmark

Søren Askegaard

SDU Odense University - Marketing ( email )

Campusvej 55
DK-5230 Odense M
Denmark
+45 65503255 (Phone)
+45 66155129 (Fax)

Klaus G. Grunert

Aarhus School of Business - Marketing and Statistics ( email )

Haslegårdsvej 10
Århus V
Denmark

Dorthe Brogård Kristensen

University of Southern Denmark ( email )

Campusvej 55
DK-5230 Odense, 5000
Denmark

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