Using non-food information to identify food-choice segment membership

Food companies, governments, and societal organizations use an increasing number of food-choice motives to persuade consumers to buy food products, and the question which combinations of motives matter for which type of consumer has become of central relevance. In this study, we use a concomitant mixture-modeling approach to uncover consumer segments in terms of food-choice motives, using a nationwide sample in the Netherlands. The results reveal seven segments with distinct profiles and demonstrate that age and membership of environmental organizations play an essential role in segment membership probabilities. Our findings support the idea that information about non-food-related consumer behavior improves the identification of segments. In an additional analysis, we demonstrate how organizational membership also provides an effective way to access consumer segments as compared to diverse media outlets. We discuss the implications of our findings for segmentation practice.