Maria C. Ulloa, Juliano M. R. Marques, Jose E. Velasco, S. Philocles, Ariana P. Torres
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引用次数: 0
Abstract
The consumption of salad mixes has increased because of their convenience and nutritional value, resulting in significant sales increases during the past decade. Conversely, the uses of pest-control chemicals, long-distance transportation of salad mixes, and plastic packaging have raised environmental concerns among “green consumers.” Because proenvironmental products are becoming more widespread, this study delved into market segments of salad mix consumers based on their preferences for proenvironmental labels. Data for this study were collected via a 2020 web-based survey of 2100 salad mix consumers in the United States. We performed a comprehensive two-stage cluster analysis that integrated both hierarchical and partitioning methods. This analysis was based on consumers’ preferences and evaluations of production (low energy use, low fertilizer use, low greenhouse gas emissions, low water use, and pollinator-friendly) and marketing-related (biodegradable packaging, low carbon footprint, and low food miles) proenvironmental labels. Three segments were identified. We used ordered probit regression to assess the impact of consumer demographic characteristics, market preferences, and environmental perceptions on cluster membership. The deep-rooted segment, which represented 36% of the sample, highly valued all proenvironmental labels related to salad mixes and had a particular preference for labels that included low fertilizer use, pollinator-friendly production methods, and low greenhouse gas emissions. The indecisive segment comprised 40% of the sample and moderately valued all proenvironmental labels; this group mainly comprised individuals with lower income levels and those living in rural areas. The skeptic segment represented 23% of the sample and valued environmental labels less than the deep-rooted and indecisive segments did; additionally, they reported the lowest consumption of salad mixes. These findings can help retailers and policymakers communicate information about proenvironmental labels more effectively to each segment of salad mix consumers.
期刊介绍:
Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance.
Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.