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 -