Purpose

The purpose of this study is to segment Czech consumers based on their sustainable food consumption and their relationship with listening to music. Specifically, the authors attempt to answer the following question: is the relationship to music a segmentation difference for young consumers in the case of sustainability? The food-related lifestyle (FRL) concept is used as a framework; little attention has been paid to the FRL profile in the context of certain types of consumer orientations toward sustainability as a social value among consumers in Czechia.

Design/methodology/approach

In this research, the authors used 22 items related to sustainability (identify sustainability-oriented and health-oriented variables and socially and ethically oriented variables). The statistical data analysis techniques included factor analysis and cluster analysis. The results of the cluster analysis are the market segments. The total sample consists of 331 university students from Czechia. These data are from a continuous research project. A factor analysis identified six factors with satisfactory reliability coefficients. Using factor scores, a cluster analysis was run, resulting in four segments. These segments were further analyzed and described toward their sustainability orientation.

Findings

FRL concept was used to evaluate whether there are differences in the profiles of consumer orientations. Results emphasize the importance of personal characteristics and attitudes toward music, which in turn affect strategies to communicate with different segments to promote sustainable foods. Each segment has statistically significant differences in terms of its FRL.

Originality/value

This study explores the link between attitudes and behavior and suggests strategies to better understand the effect of information on consumer behavior. The results can help practitioners develop labeling strategies for fair-trade and sustainable foods to better focus on specific segments of consumers. This can be relevant when a sustainable food market is just starting, but hopes to reach more maturity in Czechia should be of the utmost importance for investors making long-term investments.

中文翻译：

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捷克食品消费者的生活方式细分：可持续性和听音乐如何与消费者的生活方式相对应

目的

这项研究的目的是根据捷克消费者的可持续食品消费量以及他们与听音乐的关系来对其进行细分。具体来说，作者试图回答以下问题：在可持续性的情况下，与音乐的关系是年轻消费者的细分差异吗？与食物有关的生活方式（FRL）概念被用作框架；在某些类型的面向捷克消费者的可持续性作为社会价值的消费者取向的背景下，对FRL的关注很少。

设计/方法/方法

在这项研究中，作者使用了22个与可持续性相关的项目（确定了以可持续性为导向和健康为导向的变量以及以社会和道德为导向的变量）。统计数据分析技术包括因素分析和聚类分析。聚类分析的结果是市场细分。总样本包括来自捷克的331名大学生。这些数据来自一个持续的研究项目。因子分析确定了六个具有令人满意的可靠性系数的因子。使用因子得分，进行了聚类分析，分为四个部分。对这些细分市场进行了进一步分析，并针对其可持续发展方向进行了描述。

发现

FRL概念用于评估消费者倾向的概况是否存在差异。结果强调了个人特征和对音乐的态度的重要性，这反过来又影响了与不同阶层进行交流以促进可持续食品发展的策略。每个细分市场的FRL都有统计上的显着差异。

创意/价值

这项研究探讨了态度和行为之间的联系，并提出了一些策略，以更好地了解信息对消费者行为的影响。结果可以帮助从业人员制定公平贸易和可持续食品的标签策略，以更好地关注特定的消费者群体。当可持续食品市场刚刚起步时，这可能是相关的，但是希望在捷克共和国达到更大的成熟度对进行长期投资的投资者来说应该是最重要的。