Exploring consumer segments: integrating food-related lifestyles and perceptions of organic food in Kosovo

This study investigates consumer preferences for organic food in Kosovo, where food safety and health concerns drive demand, contrasting with developed countries where environmental considerations are often the primary motivators. The study is based on a face-to-face survey targeting 300 consumers in the three largest Kosovo cities. The analysis employs descriptive statistics and cluster analysis. A modified version of the Food-Related Lifestyle (FRL) instrument was used, allowing for the categorization of consumers based on shopping behaviors, green consumer values, and price consciousness. The study examines respondents' perceptions of organic food, concerns about food safety, and the distribution of socio-economic characteristics within the sample. Through cluster analysis, consumers were grouped into segments with similar behaviors or preferences, resulting in three distinct clusters. Consumers in the first cluster showed higher scores in factors related to shopping habits, awareness of food information, and product origin, along with positive attitudes toward organic food, green values, and price sensitivity. Consumers in both the first and second clusters, who strongly prefer organic food and make informed purchasing decisions, tend to be younger, with higher education and family income.