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

DOI

10.2991/978-94-6463-240-8_9How to use a DOI?

Keywords

Consumer Behaviour; Fast Food; Health Consciousness; Environmental Concern

Abstract

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.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Eliana Sandy Yuliaji
AU  - Mohammad Iqbal
AU  - Anni Rahimah
PY  - 2023
DA  - 2023/09/22
TI  - K-Means Cluster Analysis of Consumer Behavior Toward Health and Green Fast Food Restaurant
BT  - Proceedings of the Brawijaya International Conference on Business, Administration, Taxation, and Tourism (BICBATT 2022)
PB  - Atlantis Press
SP  - 68
EP  - 76
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-240-8_9
DO  - 10.2991/978-94-6463-240-8_9
ID  - Yuliaji2023
ER  -