Foster, (2005),"Exploring the gap between attitudes and behaviour: Understanding why consumers buy or do not buy organic food", British Food Journal, Vol. 107 Iss 8 pp. 606-625 http:// dx.If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.Abstract This paper explores the existence of different food-related lifestyle segments in the Republic of Croatia. Using international instruments and a cluster analysis (joining-tree clustering), five different segments were found which differ in buying motives, quality aspects of the food, buying decisions, cooking methods and consumption situations. They also differ in sociodemographic characteristics. These segments, making up the following percentage of the population, were named: relaxed ± 13 percent, traditionalists ± 27 percent, modern ± 32 percent, concerned ±11 percent and hedonists ± 17 percent. The names were determined by the main statements more frequently used by the families who belong to the respective segments. These segments are expected to change in the future, in size and in the characteristics of behaviour concerning food-related lifestyles. Therefore, we plan to repeat the research in the year 2004. At the same time, we would like to compare these segments with those distinguished in developed European countries that have conducted similar research.

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