Table 2 Socio-demographic... | Emerald Publishing

Table 2

Socio-demographic characteristics of the consumer segments

Categories*	The concerned consumer (%)	The trend and tradition-follower consumer (%)	The conventional consumer (%)	The eat what you love consumer (%)	The sustainable healthy consumer %	The convenience seeker (%)
Overall population	22.5	18.9	17.5	16.0	15.6	9.5
*Gender*
Male	30	38	34	37	42	53
Female	70	62	65	61	57	46
Other or prefer not to say	0	0	0	2	1	1
*Age*
18–24	5	11	3	11	9	20
25–34	18	25	8	22	22	34
35–54	35	42	30	36	39	34
55–64	22	12	29	16	16	6
65 or older	19	10	30	15	14	6
*Type of community*
Urban	84	90	79	87	83	86
Rural	16	10	21	13	17	14
*Province and territories***
Atlantic region	7	7	11	6	9	7
Central Canada	65	67	66	64	59	69
Prairie provinces	13	16	14	17	21	11
West Coast	14	10	10	13	11	13
Territories	0	0	0	0	0	1
*Highest level of education*
High school diploma or lower	22	21	40	27	35	34
Apprenticeship or trades certificate or diploma	16	12	17	12	13	11
College or university certificate or diploma	63	67	42	61	52	55
*Income*
Under $30,000	12	14	28	20	18	20
$30,000-$69,999	41	42	43	45	44	46
$70,000-$149,999	40	37	22	28	30	31
More than $150,000	8	8	3	6	5	4
Prefer not to answer	7	6	9	9	7	6
*Household size (based on how many people share food in the household)*
One	18	15	31	34	28	22
Two	46	29	39	33	32	30
Three	16	25	13	14	16	26
Four	15	21	11	13	16	17
Five or more	5	11	5	5	9	6

Categories*	The concerned consumer (%)	The trend and tradition-follower consumer (%)	The conventional consumer (%)	The eat what you love consumer (%)	The sustainable healthy consumer %	The convenience seeker (%)
Overall population	22.5	18.9	17.5	16.0	15.6	9.5
Gender
Male	30	38	34	37	42	53
Female	70	62	65	61	57	46
Other or prefer not to say	0	0	0	2	1	1
Age
18–24	5	11	3	11	9	20
25–34	18	25	8	22	22	34
35–54	35	42	30	36	39	34
55–64	22	12	29	16	16	6
65 or older	19	10	30	15	14	6
Type of community
Urban	84	90	79	87	83	86
Rural	16	10	21	13	17	14
Province and territories**
Atlantic region	7	7	11	6	9	7
Central Canada	65	67	66	64	59	69
Prairie provinces	13	16	14	17	21	11
West Coast	14	10	10	13	11	13
Territories	0	0	0	0	0	1
Highest level of education
High school diploma or lower	22	21	40	27	35	34
Apprenticeship or trades certificate or diploma	16	12	17	12	13	11
College or university certificate or diploma	63	67	42	61	52	55
Income
Under $30,000	12	14	28	20	18	20
$30,000-$69,999	41	42	43	45	44	46
$70,000-$149,999	40	37	22	28	30	31
More than $150,000	8	8	3	6	5	4
Prefer not to answer	7	6	9	9	7	6
Household size (based on how many people share food in the household)
One	18	15	31	34	28	22
Two	46	29	39	33	32	30
Three	16	25	13	14	16	26
Four	15	21	11	13	16	17
Five or more	5	11	5	5	9	6

Note(s):

*Analyses of variance revealed a significant effect of food consumer segments for all descriptive variables, p < 0.001. To summarise socio-demographic data, the number of categories were reduced ** Province and territories were reduced to; Atlantic region (Newfoundland and Labrador, Prince Edward Island, Nova Scotia and New Brunswick), Central Canda (Quebec and Ontario), Prairie provinces (Manitoba, Saskatchewan and Alberta), West coast (British Columbia) and Territories (Northwest Territories, Nunavut and Yukon)

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