Consumers’ health-related motive orientations and ready meal consumption behaviour

Based on a multidimensional perspective on the meaning of health, this study explores associations between consumers’ health-related motive orientations (HRMO) and ready meal consumption behaviour. Cross-sectional data were collected from a sample of 1934 Flemish consumers through an on-line survey. The respondents rated 45 health statements referring to people's motives for pursuing health. The survey also assessed information on several aspects of ready meal consumption, i.e. consumption frequency, beliefs and attitudes toward ready meals and ready meal buying criteria. Based on a two-step cluster analysis, we identified five distinct subgroups in the sample, according to their HRMO: health is about energy (Energetic Experimenters), emotional well-being/enjoying life (Harmonious Enjoyers), social responsibility/physical well-being (Normative Carers), achievement/outward appearance (Conscious Experts) and autonomy (Rationalists). Ready meal consumption patterns differed between these segments, with Energetic Experimenters and Conscious Experts showing significantly more positive attitudes, stronger beliefs and both higher penetration and consumption frequency related to ready meals, compared to Harmonious Enjoyers, Normative Carers and Rationalists. These findings may relate to the individualistic versus altruistic health orientation perspective of the identified segments, and are valuable in the context of improving consumer-oriented product development, positioning and marketing of ready meals.