Purpose: The purpose of this paper is to discover profiles of organic food consumers in Lebanon by performing a market segmentation based on lifestyle and attitude variables and thus be able to propose appropriate marketing strategies for each market segment. Design/methodology/approach: A survey, based on the use of closed-ended questionnaire, was addressed to 320 organic food consumers in the capital Beirut, in February and March 2014. Descriptive analysis, principal component analysis and cluster analysis (k-means method) were performed upon collected data. Findings: Four clusters were obtained and labelled based on psychographic characteristics and willingness to pay for the most purchased organic products. “Localist” and “Health conscious” clusters were the largest proportion of the selected sample, thus these were the most critical to be addressed by specific marketing strategies, emphasising the combination of local and organic food and the healthy properties of organic products. “Rational” and “Irregular” cluster were relatively small groups, addressed by pricing and promotional strategies. Originality/value: This is the first study attempting to segment organic food consumers into different categories in a developing country as Lebanon

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To increase the sparse knowledge about what drives organic food consumers in developing markets, Lebanese consumers' reasons and motives for buying organic food are studied in the framework of means‐end chain theory. A sample of N = 180 Lebanese consumers was interviewed in several retail outlets using a hard laddering questionnaire. The data were subjected to frequency analysis, cluster analysis, and structural equation modelling. Hierarchal value maps constructed from the laddering interviews revealed that “quality of life,” “pleasure,” and “peace of mind” are the main values driving organic food consumption in Lebanon. Frequent organic consumers displayed higher concern for their family's health and for the environment, whereas occasional organic consumers cared more about their own pleasure and were more likely to perceive organic food as a traditional and nostalgic product. Structural equation modelling revealed that “care for nature” and “care for children's health” significantly affect consumers' (self‐reported) purchasing behaviour. The found means‐end chains are a useful basis for marketing campaigns for organic food products in the Lebanese market. One focus of marketing campaigns should be raising consumers' awareness on the environmental benefits of organic production and the fact that it does not allow the use of harmful chemical products.

This study aims to explore the perceived effectiveness of waterpipe (WP) tobacco specific health warning labels (HWLs) among young adult WP smokers and nonsmokers in Lebanon. Before participating in focus group discussions, participants (n = 66; WP smokers n = 30; nonsmokers n = 36; age 18–33) completed a brief survey to rate the effectiveness of 12 HWLs’ and rank them according to four risk themes (WP health effects, WP harm to others, WP-specific harm, and WP harm compared to cigarettes). Differences in HWLs ratings by WP smoking status were examined and the top-ranked HWL in each theme were identified. HWLs depicting mouth cancer and harm to babies were rated as the most effective by both WP smokers and non-smokers. WP smokers rated HWLs which depicted harm to children and infants as more effective than non-smokers. The top-ranked HWLs for perceived overall effectiveness were those depicting “oral cancer”, “harm to babies”, “orally transmitted diseases” and “mouth cancer”. HWLs depicting oral lesions and harm to babies were rated as most effective, while HWLs showing the harmful effects of WP secondhand smoke on infants and children were rated as less effective by nonsmokers compared to smokers. Our study provides evidence on the potential effectiveness of HWLs for further evaluation in Lebanon and the Eastern Mediterranean region. The results will inform and guide the development and implementation of tobacco control policy.