Ireen Raaijmakers, Siet Sijtsema, Caroline Labrie and Harriette Snoek
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…
Abstract
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.
Details
Keywords
Ireen Raaijmakers, Youri Dijkxhoorn, Harriette Snoek, Kikelomo Amoreoluwa, Adedola Adeboye, Olufolajimi Talabi, Christine Plaisir, Augustine Ehimen Okoruwa, Oluwole Toye and Coen van Wagenberg
Despite its health benefits, vegetable consumption is low in urban Nigeria. Interventions have been successful in increasing urban Nigerians' vegetable intake in the home…
Abstract
Purpose
Despite its health benefits, vegetable consumption is low in urban Nigeria. Interventions have been successful in increasing urban Nigerians' vegetable intake in the home environment, but interventions doing so for popular out-of-home consumption are lacking. This study aimed to design, implement and assess an intervention to increase the vegetable intake of urban Nigerians through street foods.
Design/methodology/approach
A quasi-experimental design was applied in Lagos, Nigeria. During the intervention, 12 trained street food vendors (SFVs) actively promoted the health benefits of vegetables to their customers (using marketing statements and posters) and provided the option to buy an additional green leafy vegetables (GLVs) side dish to their meal. Purchases were observed, and a survey was conducted before and during the intervention to measure perceived meal quality and satisfaction. Six to eight weeks after the intervention, a mystery shopper visited the vendor to assess if they were still selling additional GLVs.
Findings
Almost half (46%) of the 1,506 observed customers bought additional GLVs during the intervention. Both at baseline (N = 452) and during intervention (N = 564), meal satisfaction was high. Users were on average more educated and older than non-users. Most vendors did not perceive the sale of additional GLVs as additional work. Six to eight weeks after the intervention, nine vendors (75%) were still selling additional GLVs.
Originality/value
This study showed that SFVs informing consumers on the potential health benefits of vegetables and offering these vegetables in street food dishes at a commercially viable price is an interesting option to increase vegetable intake.