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Article
Publication date: 14 March 2023

Paola Ferretti, Aiste Petkeviciute and Maria Bruna Zolin

This study aims to identify different consumer segments to address the strategies that can be adopted by companies and policymakers to increase the consumption of safer foods and…

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Abstract

Purpose

This study aims to identify different consumer segments to address the strategies that can be adopted by companies and policymakers to increase the consumption of safer foods and reduce the negative externalities caused by pesticides. More than 3,000 consumers were involved in the survey, of which more than 1,000 completed in all parts.

Design/methodology/approach

The complexity of the topic required a multidimensional approach. Therefore, the authors modelled the decision support system by proposing a decision rule-based approach to analyse consumers' food purchasing choices. More precisely, the authors referred to the dominance-based rough set approach (DRSA).

Findings

Based on the DRSA results, three consumer segments were identified: green consumers, integrated pest management (IPM)-informed and active consumers, and potential low-pesticide consumers for which different policy implications have been highlighted.

Research limitations/implications

Despite the high number of survey respondents, further research should seek to obtain data from a more balanced sample. Furthermore, different methods of analysis could be applied and the results compared.

Practical implications

Identification and promotion of managerial and public policies to increase the consumption of low pesticide food.

Social implications

The main social implications can be summarised in the greater knowledge and awareness of the environmental aspects related to food, recognition of the intrinsic quality and/or functionality of food.

Originality/value

The authors contribute to the literature in two ways. First, the authors refer to the DRSA, an innovative approach in the context of consumer analysis. Second, based on the decision rules, the authors identify three consumer segments to which specific tools can be addressed.

Details

British Food Journal, vol. 125 no. 13
Type: Research Article
ISSN: 0007-070X

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