Segmenting Chinese millennial restaurant customers : a lifestyle and health and environmental consciousness approach

Abstract

This paper provides insights into the attitudes and behaviors of Chinese Millennials towards dining out, based on a sample of 468 respondents in Hong Kong, China. Millennials are the generation that is most conscious of sustainability and personal health issues, and they are contributing to the growing demand for wellness-related products and services. The Chinese are the largest emerging group within this cohort for global spending and wealth creation, and their consumption behaviors are increasingly influential in a resource-scarce world. Prior studies have adopted various approaches to segment restaurant customers. However, none have formed segments using consumer health and environmental-related attitudes and behaviors. Furthermore, there have been relatively few studies on the menu information which customers value most. Respondents in the current study were segmented on the basis of their lifestyles and health and environmental consciousness. The researchers identified six customer segments and compared their attitudes to two types of information on restaurant menus – nutrition and sustainability. 本研究基于对468位香港受访者所提供资料的整理，就中国千禧一代就外出就餐的态度和行为提出了见解。千禧一代作为最为关注可持续性以及个人健康问题的一代人，正逐渐成为健康类产品与服务的消费主力军。来自中国的消费者构成了全球最大新兴消费市场与财富创造群体，其消费习惯所来的世界性影响力正日益增强。先前的研究已经采取了各种方法细分餐饮顾客群体，然而并没有研究针对餐饮消费者就健康与环境相关的态度与行为进行细分。此外，现有针对餐饮顾客最为重视的菜单内容的研究相对较少。本文将受访者基于生活方式、健康和环境意识细分。研究人员细分出六种餐饮顾客类别，并对比了各个类别就餐饮菜单提供的营养信息与可持续性信息的看法。