Segmenting Chinese Millennial Restaurant Customers: A Lifestyle and Health and Environmental Consciousness Approach

Ada Lo, Brian King, Murray Mackenzie

Research output: Journal article publicationJournal articleAcademic researchpeer-review

11 Citations (Scopus)


This paper provides insights into the attitudes and behaviors of Chinese Millennials towards dining out, based on a sample of 468 respondents in Hong Kong, China. Millennials are the generation that is most conscious of sustainability and personal health issues, and they are contributing to the growing demand for wellness-related products and services. The Chinese are the largest emerging group within this cohort for global spending and wealth creation, and their consumption behaviors are increasingly influential in a resource-scarce world. Prior studies have adopted various approaches to segment restaurant customers. However, none have formed segments using consumer health and environmental-related attitudes and behaviors. Furthermore, there have been relatively few studies on the menu information which customers value most. Respondents in the current study were segmented on the basis of their lifestyles and health and environmental consciousness. The researchers identified six customer segments and compared their attitudes to two types of information on restaurant menus–nutrition and sustainability.

Original languageEnglish
Pages (from-to)183-213
Number of pages31
JournalJournal of China Tourism Research
Issue number2
Publication statusPublished - 2 Apr 2020


  • Chinese millennials
  • consumer segments
  • environment
  • health
  • restaurant menus
  • sustainability

ASJC Scopus subject areas

  • Cultural Studies
  • Language and Linguistics
  • Linguistics and Language
  • Tourism, Leisure and Hospitality Management


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