Understanding Sustainable Food Consumption Behavior in the Lemanic Arc Region: A Consumer Segmentation Approach

Sustainable Food Consumption (SFC) plays a key role in realizing the transformation of food systems towards sustainability and requires consumers’ active participation. This master’s thesis aimed to investigate the SFC intentions and behavioral characteristics of residents in the Lemanic Arc Region and identify potential socio-demographic predictors. First, the study population was segmented according to factors influencing SFC intention through principal component analysis and clustering methods. Then, the behavioral characteristics of different SFC consumer groups were examined. Finally, the relationships between these characteristics and a set of socio-demographic variables were analyzed. The study’s findings demonstrated that consumer groups exhibiting higher positive intentions towards SFC also engaged in more positive SFC behaviors. Gender, household size, and employment status exhibited significant differences across groups, with women and individuals in single-person households being more active in SFC choices. This study suggests that when designing interventions to leverage SFC, policymakers should consider gender differences and large households, encourage positive environmental attitudes among high-income groups, support urban residents in accessing local organic food, and promote fish consumption.