Edenbrandt, Anna Kristina
- Department of Economics, Swedish University of Agricultural Sciences
Research article2023Peer reviewedOpen access
Motives, propensities and consistencies among Swedish consumers in relation to the food choice concept of clean eating
Edenbrandt, Anna Kristina; Lagerkvist, Carl-Johan
Abstract
PurposeThe purpose of this study is to explore how consumers apply clean-eating criteria to a range of food characteristics, and the extent to which individuals are consistent in how they apply clean-eating criteria across products. Further, this study investigates how the clean-eating approach relates to underlying food choice motives.Design/methodology/approachData were collected in a consumer survey (n = 666) in Sweden, where participants were prompted about the importance of a set of intrinsic food attributes of the "free-from" and "added" types, for three different food product types (bread, processed meat, ready meals). Data were analyzed using latent class cluster analysis, to explore segments of consumers that place similar importance to the food characteristics and hold similar food choice motives.FindingsClean eating can be described by two distinctly different attainment strategies: avoiding undesirable characteristics or by simultaneously approaching desirable characteristics. Notably, individuals who apply clean-eating criteria in their food choices strive for healthy, natural and environmentally friendly food, but the clean-by-approach strategy implies a stronger focus on personal health in the form of weight control.Originality/valueWhile claims and labels on food packages concerning clean eating are implemented by food manufacturers, it remains unregulated. This study provides information for future regulations on how consumers apply clean-eating criteria, and their motives thereof. Further, the results provide insights food manufacturers regarding motives for clean eating in different consumer segments.
Keywords
Latent class cluster analysis; Naturalness; Regulatory focus theory; Food additive; Clean eating
Published in
British Food Journal
2023, volume: 125, number: 13, pages: 125-145
Publisher: EMERALD GROUP PUBLISHING LTD
SLU Authors
Lagerkvist, Carl-Johan
- Department of Economics, Swedish University of Agricultural Sciences
- Department of Economics, Swedish University of Agricultural Sciences
UKÄ Subject classification
Economics
Publication identifier
- DOI: https://doi.org/10.1108/BFJ-03-2022-0217
Permanent link to this page (URI)
https://res.slu.se/id/publ/121668