Regional Embeddedness Segments Across Fifteen Countries

While segmenting consumers, it is beneficial to understand how emotions and sensory perceptions relate to consumers’ food behavior. In this research, a new measure called the “local embeddedness” (EMB) scale was used to measure the emotional bond with the region among 1,714 respondents from 15 count...

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Bibliographic Details
Published in:Journal of culinary science & technology 2013-01, Vol.11 (4), p.322-335
Main Authors: Januszewska, R, Mettepenningen, E, Majchrzak, D, Williams, H. G, Mazur, J, Reichl, P, Regourd, A, Jukna, V, Tagarino, D, Konopacka, D, Kaczmarek, U, Jaworska, D, Wojtal, S, Sabau, M, Cofari, A, Tomic, N, Kinnear, M, De Kock, H. L, Chaya, C, Fernández-Ruiz, V, Brugger, C, Peyer, L, Aldredge, T. L, Valenzuela-Estrada, M
Format: Article
Language:English
Subjects:
consumer attitudes
Consumer behavior
consumer surveys
Demographics
Embeddedness
Emotions
Food
industry
local
Perceptions
regional
Regions
sociodemographic characteristics
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Summary:While segmenting consumers, it is beneficial to understand how emotions and sensory perceptions relate to consumers’ food behavior. In this research, a new measure called the “local embeddedness” (EMB) scale was used to measure the emotional bond with the region among 1,714 respondents from 15 countries. There were two aims of the study: firstly, to examine the effectiveness of the EMB scale in segmenting respondents, and secondly, to profile the EMB segments in terms of socio-demographic variables. Results show that EMB segments consisted of three groups of respondents: 1) strong local supporters, 2) confused disbelievers, and 3) limited knowledge about product origin/trust industry segment.
ISSN:1542-8044
1542-8052
1542-8044
DOI:10.1080/15428052.2013.798603