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
This article describes the development of the measurement instrument food-related lifestyle, both with regard to the methodology applied and underlying theoretical considerations. Food-related lifestyle concerns how consumers mentally link the consumption of food to the achievement of important life values. The instrument covers five aspects of food consumption: quality aspects, purchasing motives, ways of shopping, cooking methods and consumption situations. The results of applying the instrument to nationally representative samples of consumers in four European countries are presented and discussed. Five or six distinct segments of food-related lifestyle are identified in each country. Some of these segments are quite similar a national borders, while others are appearently more country-specific.