Understanding and tackling meat reduction in different cultural contexts: a segmentation study of Swiss and Vietnamese consumers

Delley, Mathilde; Ha, Thanh Mai; Götze, Franziska; Markoni, Evelyn; Ngo, Minh Hai; Nguyen, Anh Duc; Bui, Thi Lam; Le, Nhu Thinh; Pham, Bao Duong; Brunner, Thomas (2024). Understanding and tackling meat reduction in different cultural contexts: a segmentation study of Swiss and Vietnamese consumers Frontiers in Psychology, 15 Frontiers Research Foundation 10.3389/fpsyg.2024.1286579

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Objective: This study aims to disclose and compare meat consumer segments in Switzerland and Vietnam, which differ in terms of their socioeconomic and cultural settings (the former is a developed country, and the latter is an emerging one) to develop a set of segment-specific recommendations that might be applied to consumption in comparable contexts, that is, in other developed countries and other emerging economies. Methods: Data were collected through two online surveys: one for Swiss residents from randomly selected households and one for Vietnamese urban residents recruited via snowball sampling. The final sample size was N = 643 for Switzerland and N = 616 for Vietnam. Hierarchical cluster analyses followed by K-means cluster analyses revealed five distinct clusters in both countries. Results: Three clusters were common to both countries: meat lovers (21% in Switzerland and 19% in Vietnam), proactive consumers (22% in Switzerland and 14% in Vietnam) and suggestible consumers (19% in Switzerland and 25% in Vietnam). Two were specific to each country, namely traditional (19%) and basic (21%) consumers in Switzerland and confident (16%) and anxious (26%) consumers in Vietnam. Conclusion: Relying on voluntary actions, nudging techniques, private initiatives and consumers’ sense of responsibility will certainly be useful but will nevertheless be insufficient to achieve a planetary health diet within the given timeframe (the 2030 Agenda for Sustainable Development). Governments will have no choice but to activate all levers within their sphere of influence – including regulatory measures – and oblige private sector actors to commit to the measures imposed on them. A binding international agenda with common objectives and measures is a judicious approach. Unlike most previous studies, which focused on meat consumption intensity and frequency or diet type to segment consumers, our approach, based on psychographic profiles, allows the identification of segments that share common drivers and barriers and thus the development of better-targeted measures to reduce meat consumption.

Item Type:	Journal Article (Original Article)
Division/Institute:	School of Agricultural, Forest and Food Sciences HAFL School of Agricultural, Forest and Food Sciences HAFL > Consumer-focused Food Production School of Agricultural, Forest and Food Sciences HAFL > Consumer-focused Food Production > Food Business and Consumption School of Agricultural, Forest and Food Sciences HAFL > Consumer-focused Food Production > Sustainability Assessment of Food Systems School of Agricultural, Forest and Food Sciences HAFL > Consumer-focused Food Production > Consumer Behaviour
Name:	Delley, Mathilde; Ha, Thanh Mai; Götze, Franziska0000-0001-9022-0880; Markoni, Evelyn0000-0002-8442-792X; Ngo, Minh Hai; Nguyen, Anh Duc; Bui, Thi Lam; Le, Nhu Thinh; Pham, Bao Duong and Brunner, Thomas0000-0002-6770-6548
Subjects:	H Social Sciences > H Social Sciences (General)
ISSN:	1664-1078
Publisher:	Frontiers Research Foundation
Funders:	[7] Swiss National Science Foundation ; [UNSPECIFIED] National Foundation for Science and Technology Development
Language:	English
Submitter:	Franziska Götze
Date Deposited:	01 May 2024 08:55
Last Modified:	01 May 2024 08:55
Publisher DOI:	10.3389/fpsyg.2024.1286579
Uncontrolled Keywords:	segmentation, consumer behaviour, Switzerland, Vietnam, meat consumption, reduction, emerging economies
ARBOR DOI:	10.24451/arbor.21811
URI:	https://arbor.bfh.ch/id/eprint/21811