Given the importance of meaningful audience segmentation in creating effective health advertisements, this study proposes a new segmentation approach based on a theoretical structure of eight fundamental consumer needs. The authors demonstrate the usefulness of this new method in the process of...

This paper focuses on consumers’ quality perception of fish in Belgium and its impact on interest in information, beliefs and behaviour. Cross-sectional data were collected from a sample of 429 consumers in March 2003. Two dimensions shape fish quality perception: consumer involvement with...

This study investigates determinants of sustainable consumption behaviour in Belgium. To gain a better insight in sustainable consumption, we conducted a study where sustainable attitudes and behaviour as well as some individual characteristics like involvement, certainty and values related to...

Although public interest in sustainability increases and consumer attitudes are mainly positive, behavioural patterns are not univocally consistent with attitudes. The presumed gap between favourable attitude towards sustainable behaviour and behavioural intention to purchase sustainable food...