Environmental values and self-identity as a basis for identifying seaweed consumer segments in the UK

Summary

Purpose – This study aimed to identify and profile segments of seaweed consumers in the United Kingdom.
Design/methodology/approach – Hierarchical k-means cluster analysis was used to identify consumer
segments based on consumers’ self-identity and environmental values. In addition, the study used subjective
knowledge, intentions and consumption to profile different consumer segments. The data were collected in
2022 through a consumer survey with a representative sample from the United Kingdom (n 5 1,110).
Findings – Cluster analysis segmented consumers into three groups: progressive (39%), conservative (33%)
and egoistic (28%). The progressive segment was most likely to consume seaweed food products. Consumers in
the progressive segment identify themselves as food innovative and healthy; they also highly value the
environment and their pleasure. Conservative and egoistic consumers were significantly less likely to consume
seaweed food products.
Practical implications – The results suggest that public policy officers and marketers promote seaweed
food products by emphasizing biospheric values for innovative (younger) consumers, as well as seaweed’s
good taste and nutritional/health qualities.
Originality/value – This study identifies and examines the profiles and characteristics of seaweed consumers
based on their values and self-identity. Through this research, the authors have discovered how environmental
values and self-identity can effectively group consumers into homogeneous segments. Moreover, the authors
have identified a specific consumer group in the UK that is more likely to consume seaweed food products.

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DOI : doi.org/10.1108/BFJ-07-2023-05...
NVA : hdl.handle.net/11250/3111008