The Study of the Impact of Lifestyles and Values on Consumer’s Attitude toward Clean Label Food

[[abstract]]Taiwan consumers’ trust in food products is getting lower and lower due to the food safety scandals in recent years. In order to restore the confidence of consumers, food manufacturers have launched the "clean label" concept, which stands for natural ingredients with no artificial ingredients and chemicals, to insure every consumer can eat safe and healthy. In fact, the concept of clean label food arose from Europe and gradually took shape in Taiwan. The aims of this study are to understand attitudes of domestic consumers for the clean label food and identify potential consumers by classifying their lifestyles and values. 459 consumers were studied by sending electronic-questionnaires, and after eliminated 1 invalid questionnaire, 458 questionnaires were considered valid. Factor Analysis and Cluster Analysis were used to classify the lifestyles and values. Further, the difference of attitudes between lifestyles and values were discussed by using Analysis of variance (ANOVA) and Chi-Square Test. The results demonstrate that different lifestyles have a significant effect on the attitude of clean label food, while the values have no significant effect on that. Based on the results of this study, food manufacturers could do more research and provide the clean label foods, and then market and sale to different lifestyle consumers