中国绿色食品消费群体市场细分研究——基于修正的食品相关生活方式量表  

Segmentation Study of Chinese Green Food Consumers: Based on Food-related Lifestyle Instrument

作　　者：黄光[1] 卢达茵 

机构地区：[1]广东商学院财税学院,广东广州510320 [2]东莞市审计局,广东东莞523888

出　　处：《商业经济与管理》2013年第8期43-52,共10页Journal of Business Economics

基　　金：国家自然科学基金(71072173);广东省科技计划项目(2008B080701016)

摘　　要：在中国频繁发生食品安全问题的大环境下,食品安全消费的研究就显得十分重要。文章对西方背景下开发的食品相关生活方式量表进行适合中国市场和文化的修正,并基于修正量表对中国食品消费者进行市场细分,经过两步骤聚类分析得出5个细分市场,分别是"传统居家型"(7.5%)、"保守节约型"(16.6%)、"现代都市型"(19.5%)、"享乐探险型"(23.8%)、"淡漠便利型"(32.6%),并从中识别出"享乐探险型""保守节约型""传统居家型"三个细分市场为绿色食品消费群体,"现代都市型"为潜在绿色食品消费群体,"淡漠便利型"为非绿色食品消费群体,最后根据不同细分市场的特点为绿色食品企业提供营销建议。With the development of social economy,there comes the problem of food safety,which has negative effects on food consumption and social life.Food safety-regard would reflect on the food consumers＇ daily life.In this paper,we revise the FRL instrument based on the previous study and from the Chinese perspective,and then use the revised instrument as segment variable for market segment analysis and identify the green food consumers from the segment groups.411 valid questionnaire responses are collected.With the two-stage cluster analysis,five distinct food-related consumer lifestyle segments are identified： traditional consumers（7.6%）,conservative consumers（16.6%）,urban consumers（19.5%）,adventurous consumers（23.8%） and uninvolved consumers（32.6%）.Then according to the significant differences of the buying intension of the five segments,traditional consumers,adventurous consumers and conservative consumers are regarded as green food consumers,the urban consumers as potential green food consumers,and the uninvolved consumers are non-green-food consumers.

关 键 词：食品相关生活方式 市场细分 绿色食品消费群体 

分 类 号：F713.50[经济管理—市场营销]