Political ideology shapes heterogeneous preferences for food values

Antonios Tiganis*, Polymeros Chrysochou, Athanasios Krystallis

*Corresponding author for this work

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

5 Citations (Scopus)
19 Downloads (Pure)

Abstract

We investigate the associations between political ideology and heterogeneous consumer preferences for food values. Marketing literature emphasizes the polarizing role of political ideology in consumer preferences. Despite the growing recognition of this relationship, scarce evidence exists regarding food value preferences across the political spectrum. Using survey data from 637 respondents, our findings reveal that conservatism relates to heterogeneous consumer preferences for food values. Specifically, conservatism is positively associated with naturalness and tradition, and negatively with environmental impact. These results underscore the potential of political ideology as a predictor of food preferences, suggesting its potential application in developing targeted marketing programs and policy interventions. Accordingly, marketing and policy communications should be tailored to align with the intended audience's political ideology. Managerial implications further expand to the promotion of ethical and sustainable food products, the introduction of innovative food technologies, and the adoption of sustainable supply chains.

Original languageEnglish
Article number105038
JournalFood Quality and Preference
Volume112
ISSN0950-3293
DOIs
Publication statusPublished - Dec 2023

Keywords

  • Best-Worst Scaling
  • Consumer
  • Food
  • Political ideology
  • Preferences
  • Values

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