20pgs, This study aimed to better understand consumers’ perceptions toward superfoods, to reveal segments of consumers, and to describe their behavioral patterns and sociodemographic characteristics. Data were collected from a mail survey (n = 423). Consumer segmentation revealed six segments. The “superfoodies” (13%) showed a more positive attitude toward superfoods, believing in their health and sustainable benefits. Adventurous consumers (16%) showed less knowledge on superfoods, despite that, they believe in the benefits of those foods after receiving some information during the survey. Involved consumers (13%) presented high nutritional knowledge and believe in the future of superfoods. Indifferent consumers (23%) appear to have a neutral attitude toward superfoods. Skeptical consumers (21%) and rejectors (15%) seem to be more conservative and less interested and unconvinced about the benefits of consuming superfoods. These results help guide those producing, marketing, and selling superfoods, and serve as a basis to develop strategies for different target groups.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C20441
Notes:
Pages 217-230 in Berend Wierenga, Aad van Tilburg, Klaus Grunert, Jan-Benedict E.M. Steenkamp and Michel Wedel (eds.), Agricultural marketing and consumer behavior in a changing world. Kluwer Academic Publishers, Boston, Massachusetts. 314 pages.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: Byrnes13b Document Number: C12519
Notes:
Francis C. Byrnes Collection, Pages 65-74 in U.S. Agency for International Development, Proceedings of the workshop on social science research and the CRSPs, June 9-11, 1992, at the University of Kentucky, Lexington. Related to the Collaborative Research Support Programs (CRSP). 279 p.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C20439
Notes:
Pages 189-200 in Berend Wierenga, Aad van Tilburg, Klaus Grunert, Jan-Benedict E.M. Steenkamp and Michel Wedel (eds.), Agricultural marketing and consumer behavior in a changing world. Kluwer Academic Publishers, Boston, Massachusetts. 314 pages.
