Psycho-Behavioural Segmentation in Food and Nutrition: A Systematic Scoping Review of the Literature

Inadequate dietary intakes are a key modifiable risk factor to reduce the risk of developing non-communicable diseases. To encourage healthy eating and behaviour change, innovative public health interventions are required. Social marketing, in particular segmentation, can be used to understand and t...

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Bibliographic Details
Published in:Nutrients 2021-05, Vol.13 (6), p.1795
Main Authors: Jenkins, Eva L, Legrand, Samara, Brennan, Linda, Molenaar, Annika, Reid, Mike, McCaffrey, Tracy A
Format: Article
Language:English
Subjects:
Adult
Audiences
Data collection
Demographics
Demography
Design
Diet
Diet, Healthy
Eating
Eating behavior
Feeding Behavior
Female
Food
Health Behavior
Health Promotion - methods
Health risks
Humans
Infectious diseases
Influence
Literature reviews
Male
Marketing
Nutrition
Nutritional Status
Planning
Population
psycho-behavioural variables
Public health
Review
Risk analysis
Risk factors
Segmentation
Segments
Social Marketing
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Summary:Inadequate dietary intakes are a key modifiable risk factor to reduce the risk of developing non-communicable diseases. To encourage healthy eating and behaviour change, innovative public health interventions are required. Social marketing, in particular segmentation, can be used to understand and target specific population groups. However, segmentation often uses demographic factors, ignoring the reasons behind why people behave the way they do. This review aims to explore the food and nutrition related research that has utilised psycho-behavioural segmentation. Six databases from were searched in June 2020. Inclusion criteria were: published 2010 onwards, segmentation by psycho-behavioural variables, outcome related to food or nutrition, and healthy adult population over 18 years. 30 studies were included; most were quantitative ( = 28) and all studies used post-hoc segmentation methods, with the tools used to segment the population varying. None of the segments generated were targeted in future research. Psycho-behavioural factors are key in understanding people's behaviour. However, when used in post-hoc segmentation, do not allow for effective targeting as there is no prior understanding of behaviours that need to change within each segment. In future, we should move towards hybrid segmentation to assist with the design of interventions that target behaviours such as healthy eating.
ISSN:2072-6643
2072-6643
DOI:10.3390/nu13061795