Analysing Clusters of Consumers Who Use Medicinal and Aromatic Plant Products

نویسندگان

چکیده

The trend towards health and environmental protection has led to an increase in the consumption of medicinal aromatic plant (MAP) products. market for MAP products is influenced by consumer behaviour therefore aim this study was identify segments that use phytotherapeutic, cosmetic personal care purposes according their perceptions, attitudes habits possible correlations between interest a healthy lifestyle sustainable behaviour. Data collection performed administering questionnaire Cluj-Napoca residents. final sample consisted two groups consumers: first with 231 respondents who these phytotherapeutic purposes, second group—with 297 them as collected data were statistically analysed using k-means clustering model, resulting distinct clusters both groups: cluster 1, “Curious”, Cluster 2, “Knowledgeable”. For consumers cluster, positively correlated healthcare protection, while they exhibited growing environmentally certified results obtained contribute better understanding tackling practical implications stakeholders pharmaceutical cosmetics industry through development innovation tailored needs.

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ژورنال

عنوان ژورنال: Sustainability

سال: 2021

ISSN: ['2071-1050']

DOI: https://doi.org/10.3390/su13158648