The current consumer study is one of the first showing the relevance
of measuring product attributes at the category level. It
shows that importance ratings of food-category attributes form a
useful segmentation basis. Three consumer segments with distinct
importance profiles of food attributes have been identified. Moreover,
the identified segments differ in their general food choice
motives and in their perception of synergy between healthiness
and sustainability of food products. Insight into the importance
consumers attach to healthiness and sustainability and in their
related product perceptions can be helpful in developing effective
policies and campaigns and successful marketing strategies in
order to stimulate healthier and more sustainable food choices.
Such efforts need to be tested in field experiments first, in order
to account for situational effects on consumer behavior