Personality traits and preferences for production method labeling: A latent class approach
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Personality traits and preferences for production method labeling : A latent class approach. / Peschel, Anne O.; Grebitus, Carola; Alemu, Mohammed Hussen; Hughner, Renée S.
In: Food Quality and Preference, Vol. 74, 06.2019, p. 163-171.Research output: Contribution to journal › Journal article › Research › peer-review
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TY - JOUR
T1 - Personality traits and preferences for production method labeling
T2 - A latent class approach
AU - Peschel, Anne O.
AU - Grebitus, Carola
AU - Alemu, Mohammed Hussen
AU - Hughner, Renée S.
PY - 2019/6
Y1 - 2019/6
N2 - 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.
AB - 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.
KW - Choice experiment
KW - GMO
KW - Latent class
KW - Medjool dates
KW - MIDI scale
KW - Pesticides
U2 - 10.1016/j.foodqual.2019.01.014
DO - 10.1016/j.foodqual.2019.01.014
M3 - Journal article
AN - SCOPUS:85061063321
VL - 74
SP - 163
EP - 171
JO - Food Quality and Preference
JF - Food Quality and Preference
SN - 0950-3293
ER -
ID: 244084204