Health and Environment Conscious Consumer Attitudes: Generation Z Segment Personas According to the LOHAS Model

Abstract

As a lifestyle and consumer trend, the LOHAS (Lifestyle of Health and Sustainability) has been growing in popularity worldwide. The LOHAS is followed by a consumer group that is characterised by consumer attitudes and behaviours focusing on health and sustainability, that is increasingly concerned about global problems and challenges, and that follows trends related to sustainability, such as health and environmental consciousness. In addition, this group strives for a sense of naturalness, aims to behave ethically, and seeks to hold authentic and individualistic values. The objective of this research is to explore how young people today relate to the components of the LOHAS model, how the different characters respond, and what their perceived values are . We are also looking for answers pertaining to whether clusters may be formed based on the examined factors. In our study, we surveyed 357 Hungarian respondents, who are members of Generation Z. As a method of data analysis, descriptive statistical methods, correlation analyses, factor analysis, cluster analysis, and the persona profiles were designed using the design thinking method. Based on the factors of the LOHAS model, three separate groups may be ascertained within Generation Z: personas that fit the LOHAS, personas that could fit the LOHAS, and personas that do not fit LOHAS.

Habits, Health and Environment in the Purchase of Bakery Products: Consumption Preferences and Sustainable Inclinations before and during COVID-19

“…Many researchers have explored a number of factors that influence people’s perception of their inclination toward sustainable food and environmental and social sustainability [ 20 , 27 , 28 , 29 , 30 ]. Some studies have attempted to combine various psychological determinants into a predictive model of behavioral intentions [ 31 , 32 , 33 , 34 ].…”

Beyond labels: segmenting the Gen Z market for more effective marketing

“…We carried out cluster analysis, following the standard procedure to identify segments in a quantitative study (Hair et al , 2013). Apart from numerous other published segmentation articles, most of the Gen Z papers have followed the same approach, for example, Su et al (2019), Thangavel et al (2022) and Lendvai et al (2022). Cluster analysis is a quantitative analytical technique, the purpose of which is to detect groups (clusters) of individuals in a data set that are internally more homogeneous with respect to a number of characteristics and significantly different from other clusters.…”

“…They have experienced a lot in their brief lifetimes and have encountered political, social, technological and economic changes (Priporas et al , 2017). That makes them down to earth realistic (Lendvai et al , 2022). Gen Z is conscientious, hard-working, somewhat anxious and mindful of the future (Djafarova and Foots, 2022; Rue, 2018; Van den Bergh et al , 2020).…”

“…They create their own, unique selves and they are not afraid of standing out. They are image-conscious identity seekers and explore a broad set of interests and get a taste of a multitude of experiences (Lendvai et al , 2022). They pay attention to what brands and products offer them for their exclusive individualized self-representation (Kupec, 2016) and use social media and brands for personal branding (Djafarova and Foots, 2022; Vitelar, 2019, Weinswig, 2016).…”

“…Lendvai et al (2022) explored segments in the Hungarian Gen Z population based on the Lifestyle of Health and Sustainability (LOHAS). They define three segments, which they call: fitting the LOHAS model, nearly fitting the LOHAS model and far away from fitting the LOHAS model.…”