Relationships between functional food consumption and individual traits and values: A segmentation approach

This study aimed to identify, describe, and compare consumer segments based on food- health-related values traits how the are related functional food consumption. A hybrid hierarchical k-means clustering approach was used identify homogeneous innovativeness, self-control, hedonic eating values, convenience orientation, health importance, weight management concern. Based a representative sample in Norway, three were identified: careless, self-controlled, convenience-oriented. The careless uninterested matters did not appreciate novelty or variation their choices. self-controlled most receptive innovation highly engaged matters. convenience-oriented inclined consume foods, had pronounced concerned about gain. How industry needs adapt its marketing strategy across discussed.