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BIBTEX RIS

K-Means Cluster Analysis of Consumer Behavior Toward Health and Green Fast Food Restaurant

2023; Atlantis Press; Linguagem: Inglês

10.2991/978-94-6463-240-8_9

ISSN

2731-7854

Autores

Eliana Sandy Yuliaji, Mohammad Iqbal, Anni Rahimah,

Tópico(s)

Consumer Perception and Purchasing Behavior

Resumo

The purpose of this study is to investigate customer behavior regarding healthy and ecologically friendly food products.This study evaluates the amount of environmental concern, health consciousness, and attitudes about the purchase of environmentally friendly and nutritious food products.On the basis of environmental concern, health consciousness, and attitude, a cluster analysis was undertaken with 212 KFC Naughty by Nature consumers.The results of the study classified customers into three distinct groups based on their purchasing patterns.

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