Food values and personality traits in the United States and Norway

Values and personality influence food preferences, and values are linked to personality. Food values are ideals that have grown specifically out of the context of food. Ardebili & Rickertsen (2023) investigated the connections between these dietary values and the Big Five personality characteristics. In Norway and the US, an online survey was undertaken that included a food value choice experiment and inquiries on socioeconomic factors and personality qualities. Respondents were divided into groups based on the relative weights they gave to the various nutritional attributes of food using a latent class logit model. Analysis of the results revealed that in both nations, hedonistic, rational, altruistic, and health segments were found. Additionally, US safety, uncertain segments, and Norwegian natural and welfare components were found. The categories were defined mainly by several socioeconomic and psychological features; these traits and characteristics may be utilized to promote products that have sustainability-related qualities. The authors propose that marketing campaigns can be directed toward consumers who value factors associated with food consumption’s sustainability, such as the environment’s effect, fairness, and animal welfare. [NPID: Big five, personality traits, consumer preferences, food values, segmentation, sustainability]

Year: 2023

Reference: Ardebili, A. T., & Rickertsen, K. (2023). Food values and personality traits in the United States and Norway. Journal of Cleaner Production, 413, 137310. https://doi.org/10.1016/j.jclepro.2023.137310

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