Core dimensions of food-related lifestyle: A new instrument for measuring food involvement, innovativeness and responsibility

Karen Brunsø; Dawn Birch; Juliet Memery; Ágoston Temesi; Zoltán Lakner; Mark Lang; David Dean; Klaus G Grunert

doi:10.1016/j.foodqual.2021.104192

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Core dimensions of food-related lifestyle: A new instrument for measuring food involvement, innovativeness and responsibility

Journal article

Peer reviewed

Core dimensions of food-related lifestyle: A new instrument for measuring food involvement, innovativeness and responsibility

Karen Brunsø, Dawn Birch, Juliet Memery, Ágoston Temesi, Zoltán Lakner, Mark Lang, David Dean and Klaus G Grunert

Food Quality and Preference, Vol.91, pp.1-7

2021

DOI: https://doi.org/10.1016/j.foodqual.2021.104192

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Abstract

Lifestyle

Segmentation

Scale development

Cross-cultural

Segmentation is crucial for targeting product development initiatives and marketing communication nationally as well as internationally. In this paper we use the Food Related Lifestyle instrument that has been applied in the food arena for many years as a ‘stepping stone’ to develop a contemporary, targeted and smaller version of the Food Related Lifestyle instrument, still following the original theoretical framework. In particular we focus on three dimensions that have proven to be of core value in segmentation: food involvement; food innovativeness; and, food responsibility. Based on data collection in six countries (DK, AU, HU, UK, USA and NZ) across two rounds from 2017 to 2019 (total N = 3396), we propose a new core instrument consisting of 15 items that have been tested for cross-cultural validity. Next, we used these three dimensions for segmentation across the six countries by applying multi-level latent class analysis. A solution leading to five different segments could be identified; the foodies, the moderates, the adventurous, the uninvolved and the conservatives. The segments were profiled by means of Schwartz’s ten value domains and measures of self-reported food-related behaviour to check for nomonological validity. We conclude that the 15 items were cross-culturally valid, could be used for segmentation across six countries, and that segment profiling by means of Schwartz values and behavioural items were in line with the theoretical background.

Details

Title: Core dimensions of food-related lifestyle: A new instrument for measuring food involvement, innovativeness and responsibility
Authors: Karen Brunsø (Author) - Aarhus University
Dawn Birch (Author) - University of the Sunshine Coast, Queensland, USC Business School - Legacy
Juliet Memery (Author) - Bournemouth University
Ágoston Temesi (Author) - Magyar Agrár- és Élettudományi Egyetem
Zoltán Lakner (Author) - Magyar Agrár- és Élettudományi Egyetem
Mark Lang (Author) - University of Tampa
David Dean (Author) - Lincoln University
Klaus G Grunert (Author) - Aarhus University
Publication details: Food Quality and Preference, Vol.91, pp.1-7
Publisher: Elsevier Ltd
DOI: 10.1016/j.foodqual.2021.104192
ISSN: 1873-6343
Organisation Unit: University of the Sunshine Coast, Queensland; USC Business School - Legacy
Language: English
Record Identifier: 99509908902621
Output Type: Journal article

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42 Times Cited - Web of Science

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Collaboration types: Domestic collaboration; International collaboration
Web Of Science research areas: Food Science & Technology

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Source: InCites