Personality traits and preferences for production method labeling – A latent class approach. (June 2019)

• Record Type: Journal Article
• Authors: Peschel, Anne O.; Grebitus, Carola; Alemu, Mohammed Hussen; Hughner, Renée S.
• Is Part Of: Food quality and preference. Volume 74(2019)
• Page Start: 163
• Page End: 171
• Publication Date: 2019-06
• Subjects: Choice experiment -- GMO -- Latent class -- Medjool dates -- MIDI scale -- Pesticides; Food preferences -- Periodicals; Food -- Quality -- Periodicals; Food industry and trade -- Quality control -- Periodicals; Préférences alimentaires -- Périodiques; Aliments -- Qualité -- Périodiques; Aliments -- Industrie et commerce -- Qualité -- Contrôle -- Périodiques; Food industry and trade -- Quality control; Food preferences; Food -- Quality; Periodicals; 664
• DOI: 10.1016/j.foodqual.2019.01.014
• Languages: English
• ISSNs: 0950-3293

Abstract

Highlights: Personality traits characterize segments for Medjool date choices. The largest segment prefers both GMO-free and pesticide-free labeling. Low agency and high extraversion foster preferences for more labels in general. Openness is associated with a preference only for production method labelling. Conscientiousness characterizes a restricted choice pattern. Abstract: Consumers are increasingly concerned about food production methods. In this research, we focus on GMO-free and pesticide-free labeling for Medjool dates, a fruit that has recently received more attention due to its nutritious properties. In addition to accounting for preferences, we choose a latent class approach to explain choice behavior among different consumer segments. We focus on personality traits because personality can explain preference heterogeneity, and can be utilized for marketing activities. Findings indicate that consumer preferences are different across segments and can be described with personality traits. Openness, neuroticism and agency are associated with a preference for production method labeling, but not region of origin. Extraversion fosters preferences for more labels, while conscientiousness leads to a restricted choice pattern. Agreeableness did not discriminate choice behavior. Marketers and policy makers can use these insights to design activities in alignment with the target segments' prevalent personality traits.