Profiling healthy food choices: integrating psychological and behavioral dimensions for effective consumer segmentation.

A healthy diet and lifestyle, including regular physical activity, are recognized as essential strategies in the fight against obesity and its associated non-communicable diseases. Nevertheless, eating extends beyond a mere biological function essential for nourishment; it fundamentally reflects the meanings individuals attach to food and their lives. Moreover, food purchasing and consumption behaviors are inherently complex, shaped by a myriad of influencing factors. This study seeks to enhance the existing body of literature on healthy food choices by segmenting consumers through both psychological and behavioral variables employing a rigorous cluster analysis. The analysis reveals four distinct consumer clusters, each characterized by diverse values and attitudes towards food, as well as varying lifestyle habits. The study provides significant practical implications for public institutions, retailers and manufacturers within the food sector.