Profiling Citizens on Perception of Key Factors of Food Security: An Application of K-Means Cluster Analysis

Abstract

Cities have been increasingly involved in the development of food policies, becoming key points in achieving food security and fostering the transition to sustainable agri-food systems. The aim of this paper is to identify citizens’ profiles by performing segmentation and profiling according to their socio-economic variables and perception of key factors affecting food security. This is to define appropriate strategies to guide policy makers in a more effective creation of urban food policies. An online survey was filled out by citizens of the Metropolitan City of Bari from July to November 2022. Descriptive analysis, principal component analysis and K-means cluster analysis were applied to the collected data. Four clusters of citizens were obtained and labelled based on socio-economic characteristics and key factors affecting food security perception. Specifically, the “Law-confident” (45% of citizens) and “Hedonist” (36%) clusters revealed the greatest trust in “governance” and “quality certification” aspects. The “Capitalist” (15%) and “Conservatory” (4%) clusters were relatively small groups, characterized respectively by a positive perception of the standardization of food production and governance power, with a focus on strategies regarding food policy implementation, reduction of food loss and waste (FLW) and improvement of food quality certifications systems. The proposed approach and results may support EU policy makers in identifying key macro-areas and matters toward which to direct public funding in order to improve food security in urban areas, and to put in place actions enhancing citizens’ knowledge and awareness of key issues of food security.

The Role of Promoting Agricultural and Food Products Certified with European Union Quality Schemes

“…This correlation underscores the pivotal role of education in enhancing the recognition and appreciation of certified products. The Eco−Advocates, with their strong environmental attitudes, closely align with the “Law-confident” and “Conservatory” clusters identified by [ 7 ]. These clusters share a common trust in governance and quality certifications, underscoring a broader European trend toward environmental and ethical consumption.…”

“…This alignment suggests that environmental consciousness and ethical considerations are increasingly pivotal in shaping consumer preferences across Europe, not just within Romania. It highlights an opportunity for producers and marketers to further emphasize the environmental and ethical benefits of certified products to appeal to this growing segment [ 7 ].…”

“…The authors in [ 7 ] focused on identifying citizen profiles based on their socio-economic characteristics and their perception of the primary factors influencing food security. This research, conducted through an online survey in the Metropolitan City of Bari, utilizes K-means cluster analysis.…”

“…These clusters differ in their confidence in governance, quality certification, and their perceptions of standardization in food production and governance power. The findings can guide policymakers in creating more effective urban food policies and strategies for food security [ 7 ]. A more comprehensive study [ 47 ] focuses on identifying the impact of various quality indicators on Italian olive oil consumers through a hierarchical cluster analysis.…”

“…This gap is not merely academic but has real-world implications, particularly for policymaking and market strategies. Although consumer awareness of EU quality labels on agricultural and food products is gradually increasing, studies have shown that this awareness is still relatively low to medium overall [ 5 , 6 , 7 ]. Awareness tends to be higher among certain demographics, such as frequent Internet users, those in specific occupations, and wealthier households [ 8 ].…”