1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University
We present a new view of life style, based on a cognitive perspective, which makes life style specific to certain areas of consumption. The specific area of consumption studied here is food, resulting in a concept of food-related life style. An instrument is developed that can measure food-related life style in a cross-culturally valid way. To this end, we have col-lected a pool of 202 items, collected data in three countries, and have con-structed scales based on cross-culturally stable patterns. These scales have then been subjected to a number of tests of reliability and vali-dity. We have then applied the set of scales to a fourth country, Germany, based on a representative sample of 1000 respondents. The scales had, with a fe exceptions, moderately good reliabilities. A cluster ana-ly-sis led to the identification of 5 segments, which differed on all 23 scales.
Integrating Views on Economic Behavior, Proceedings of the Iarep/sabe Conference. Ed.by G. Antonides & F. Van Raaij, 1994, p. 1089-1105