Abstract

Consumers have grown increasingly aware about food safety over the last decade. However, various lifestyles have been shown to influence and predict consumer behavior. The main objective of this study is to investigate different consumers’ attribute and intentions toward food safety in restaurant. This study uses a food-related lifestyle approach and cluster analysis to identify three consumer segments: the conservative, the adventurous and the health-conscious consumer. Health-conscious consumers turned out to have more positive attitudes toward healthy and natural foods than the other two segments. This consumer segment also showed the highest likeliness to pay more for restaurants with higher food-safety standards. On the other end of the spectrum, adventurous consumers primarily seek novelty. This group values convenience over health concerns. Among the above, health-conscious consumers should be the primary target groups for restaurant that advertise food safety.

This work is licensed under a Creative Commons Attribution 4.0 License.