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AIMS Agriculture and Food

2023, Volume 8, Issue 2: 374-390. doi: 10.3934/agrfood.2023021
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Research article

Understanding different types of consumers: A multi-group analysis based on convenience food-related lifestyle

  • 1.
    Department of Leisure and Recreation Management, National Kaohsiung University of Hospitality and Tourism, Kaohsiung city, Taiwan
  • 2.
    Plymouth Business School, University of Plymouth, Plymouth, UK
  • 3.
    Department of Marketing and Tourism Management, National Chiayi University, Chiayi County, Taiwan
  • 4.
    Department of Culinary Arts, National Kaohsiung University of Hospitality and Tourism, Kaohsiung city, Taiwan
  • Received: 05 November 2022 Revised: 13 February 2023 Accepted: 20 February 2023 Published: 27 March 2023

  • The primary objective of this study is to identify categories of organic food consumers based on the CFL (convenience food related lifestyle). Secondarily, this study explores characteristics, motivations/barriers in consumption and perception regarding to self-focus perception (such as perceived consequence of purchasing organic food) and altruistic behaviour (such as recycling behavior and perception of transportation) in different CFL. 1,262 valid samples are collected in this study. Moderate, convenience-pursuing and quality-pursuing categories are separated by cluster analysis. Consumer attitudes toward ready-made meals and takeaway meal solutions, perceived consequences of purchasing organic food, purchase frequency and quantity are differential, and the influence of organic food purchasing perception of consequence on altruistic behaviour are differences in CFL. Only consumers who purchase organic food motivated by environmental concerns are able to improve their recycling behavior. This study believes that the CFL framework has enhanced the understanding of consumer buying behavior and characteristics.

    Citation: Austin Rong-Da Liang, Wai Mun Lim, Wei Tung, Shu-Ying Lin. Understanding different types of consumers: A multi-group analysis based on convenience food-related lifestyle[J]. AIMS Agriculture and Food, 2023, 8(2): 374-390. doi: 10.3934/agrfood.2023021

    Related Papers:

  • The primary objective of this study is to identify categories of organic food consumers based on the CFL (convenience food related lifestyle). Secondarily, this study explores characteristics, motivations/barriers in consumption and perception regarding to self-focus perception (such as perceived consequence of purchasing organic food) and altruistic behaviour (such as recycling behavior and perception of transportation) in different CFL. 1,262 valid samples are collected in this study. Moderate, convenience-pursuing and quality-pursuing categories are separated by cluster analysis. Consumer attitudes toward ready-made meals and takeaway meal solutions, perceived consequences of purchasing organic food, purchase frequency and quantity are differential, and the influence of organic food purchasing perception of consequence on altruistic behaviour are differences in CFL. Only consumers who purchase organic food motivated by environmental concerns are able to improve their recycling behavior. This study believes that the CFL framework has enhanced the understanding of consumer buying behavior and characteristics.


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