Table 4.
Cluster description: sociodemographic, lifestyle and food consumption patterns across clusters.
| Cluster A n = 205 (29.41%) |
Cluster B n = 172 (24.68%) |
Cluster C n = 206 (29.56%) |
Cluster D n = 114 (16.36%) |
Pearson Chi-Quadrat | Asymp. Sig. (Bilateral) | |
|---|---|---|---|---|---|---|
| Sociodemographic characteristics | ||||||
| Age Ø in years 1 | 47.28 | 48.34 | 56.85 | 43.1 | 300.059 | 0.000 |
| Share of woman (%) 1 | 42.9 ** | 56.4 | 53.4 | 54.4 | 8.335 | 0.040 |
| Place of living (%) 1,2 | 53.439 | 0.182 | ||||
| North | 16.0 | 16.9 | 22.3 | 21.1 | ||
| East | 28.3 ** | 16.2 | 17.1 | 13.3 | ||
| West | 33.7 | 33.7 | 34.9 | 42.1 | ||
| South | 22.0 | 33.1 | 25.7 | 23.5 | ||
| Household income after taxes (%) 1,3 | 20.877 | 0.286 | ||||
| Under €900 | 8.8 | 8.7 | 6.7 | 4.0 | ||
| €900 to €1499 | 13.5 | 9.9 | 11.8 | 13.9 | ||
| €1500 to €1999 | 13.0 | 13.0 | 8.7 | 15.7 | ||
| €2000 to €2499 | 15.0 | 12.4 | 16.9 | 21.8 | ||
| €2500 to €2999 | 9.8 | 14.9 | 19.0 | 14.9 | ||
| €3000 to €3499 | 14.5 | 11.2 | 13.8 | 8.9 | ||
| €3500 and more | 25.4 | 29.8 | 23.1 | 20.8 | ||
| Education (%) 1,4 | 29.831 | 0.095 | ||||
| Brief education | 17.1 | 19.8 | 16.4 | 21 | ||
| Middle education | 40.0 | 33.1 | 39.9 | 28 | ||
| Higher education | 42.9 | 47.1 | 43.7 | 50.9 | ||
| Occupation (%) 1 | 90.418 | 0.000 | ||||
| Student/Trainee | 5.8 | 14.0 | 5.8 | 17.5 * | ||
| Employee | 54.1 *** | 34.8 | 26.7 *** | 47.4 | ||
| Self-employed | 3.9 | 4.7 | 10.2 *** | 0.0 | ||
| Public service | 13.7 | 15.1 | 14.1 | 10.6 | ||
| Housewife/men | 1.0 | 8.7 *** | 3.4 | 3.5 | ||
| Retired | 21.5 | 22.7 | 39.8 | 21.0 | ||
| Healthy lifestyle (%) | ||||||
| Smoke | 17.1 | 17.4 | 20.9 | 22.8 | 2.266 | 0.519 |
| Exercise regularly | 47.3 *** | 69.8 *** | 49.5 * | 70.2 ** | 32.656 | 0.000 |
| Consume alcohol regularly | 32.2 | 27.9 | 37.4 | 36.0 | 4.273 | 0.233 |
| Food consumption patterns | ||||||
| Familiarity with blueberry characteristics (%) 5 | 14.7 *** | 41.9 | 47.5 ** | 64.00 *** | 115.174 | 0.000 |
| Dietary preference (%) 1 | ||||||
| Vegan | 1.5 | 8.7 *** | 0.5 * | 4.4 | 37.869 | 0.000 |
| Vegetarian | 3.8 | 7.6 | 12.6 * | 8.8 | ||
| Meat eater | 85.9 | 72.1 * | 81.1 | 76.3 | ||
| Other | 8.8 | 11.6 | 5.8 | 10.5 | ||
| Blueberry consumption (%) 1 | 15.743 | 0.610 | ||||
| Daily | 0.9 | 0.00 | 1.9 | 3.5 | ||
| Multiple times per week | 14.2 | 12.2 | 11.2 | 14.9 | ||
| Once per week | 13.2 | 16.3 | 12.1 | 15.8 | ||
| Repeatedly within one month (but not every week) | 18.5 | 19.2 | 17.9 | 18.4 | ||
| Approximately once a month | 12.7 | 13.4 | 9,7 | 7.0 | ||
| Less than once a moth | 33.7 | 31.9 | 39.3 | 30.7 | ||
| Never | 6.8 | 6.9 | 7.7 | 9.7 | ||
| Fruit consumption (%) 1 | ||||||
| Daily | 36.6 | 45.4 | 38.4 | 36.8 | 9.066 | 0.170 |
| Multiple times per week (but not daily) | 49.3 | 44.8 | 49.0 | 57.0 | ||
| Once per week | 14.2 | 9.9 | 12.6 | 6.1 | ||
| Repeatedly within one month (but not every week) | 0.00 | 0.00 | 0.00 | 0.00 | ||
| Approximately once a month | 0.00 | 0.00 | 0.00 | 0.00 | ||
| Less than once a moth | 0.00 | 0.00 | 0.00 | 0.00 | ||
| Fruit purchase frequency (%) 1 | 18.935 | 0.396 | ||||
| Daily | 3.4 | 1.7 | 1.9 | 6.1 | ||
| Multiple times per week | 40.9 | 40.7 | 34.5 | 45.6 | ||
| Once per week | 43.9 | 47.1 | 53.8 | 40.4 | ||
| Repeatedly within one month (but not every week) | 7.3 | 6.9 | 7.8 | 5.3 | ||
| Approximately once a month | 1.9 | 2.3 | 1.9 | 1.8 | ||
| Less than once a moth | 2.5 | 0.0 | 0.0 | 0.9 | ||
| Place of fruit purchase (%) 1 | 40.513 | 0.046 | ||||
| Discounter | 38.0 | 23.8 | 25.7 | 23.7 | ||
| Supermarket/convenience store | 52.7 | 52.3 | 58.7 | 57.9 | ||
| Farmers market/Sustainable production focused stores | 8.8 | 22.7 | 15.1 | 18.5 | ||
| Internet | 0.0 | 0.6 | 0.5 | 0.0 | ||
| Other | 0.5 | 0.6 | 0.0 | 0.0 | ||
Level of significance: * = p ≤ 0.1, ** = p ≤ 0.05, and *** = p ≤ 0.01 indicate a significant difference between clusters between the expected and observed quantity. For all items, the Bonferroni adjustment has been applied to prevent type I errors. 1 Only one answer was possible regarding the represented question. 2 North: Schleswig-Holstein, Hamburg, Bremen, Lower Saxony, Mecklenburg-Vorpommern; East: Berlin, Brandenburg, Saxony-Anhalt, Saxony, Thuringia; South: Bavaria, Baden-Wuertemberg; West: North Rhine-Westphalia, Hessen, Rhineland-Palatinate, Saarland. 3 Independent of the marital status and resulting possible adjustments of the household income structure. 4 Brief education: no school leaving certificate/lower secondary school/primary school; Middle education: secondary school, polytechnic school, master school; Higher education: grammar school, university (the highest achieved level of education had to be indicated). 5 Question “I’m very familiar with the characteristics of fresh blueberries” queried on a 5-point Likert scale (from +2 = fully agree to −2 = fully disagree). Characteristics 2 = fully agree and 1 = agree were aggregated and are displayed here. Source: Authors’ calculation. Bold is to distinguishing categories from subcategories.