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| Segmentation Study of Chinese Green Food Consumers: Based on Food-related Lifestyle Instrument |
| HUANG Guang1,LU Dayin3 |
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Abstract With the development of social economy, there comes the problem of food safety, which has negative effects on food consumption and social life. Food safety-regard would reflect on the food consumers’ daily life. In this paper, we revise the FRL instrument based on the previous study and from the Chinese perspective, and then use the revised instrument as segment variable for market segment analysis and identify the green food consumers from the segment groups. 411 valid questionnaire responses are collected. With the two-stage cluster analysis, five distinct food-related consumer lifestyle segments are identified: traditional consumers (7.6%), conservative consumers (16.6%), urban consumers (19.5%), adventurous consumers (23.8%) and uninvolved consumers (32.6%). Then according to the significant differences of the buying intension of the five segments, traditional consumers, adventurous consumers and conservative consumers are regarded as green food consumers, the urban consumers as potential green food consumers, and the uninvolved consumers are non-green-food consumers.
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Received: 09 November 2012
Published: 15 August 2013
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Corresponding Authors:
HUANG Guang
E-mail: huangguang@xingongxiao.com
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2013, Vol. 
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