Personality traits and preferences for production method labeling – A latent class approach

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  • Anne O. Peschel
  • Carola Grebitus, Arizona State University
  • ,
  • Mohammed Hussen Alemu
  • ,
  • Renée S. Hughner, Arizona State University

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.

Original languageEnglish
JournalFood Quality and Preference
Pages (from-to)163-171
Number of pages9
Publication statusPublished - Jun 2019

    Research areas

  • Choice experiment, GMO, Latent class, Medjool dates, MIDI scale, Pesticides

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