How personality influences customers’ choice for food labels.
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2020-07-07
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en
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Our knowledge of personality traits and how they relate to food labels is largely based on very limited data. Previous studies have only focused on one type of food label for one type of product. The aim of the present study was consequently to have a broader focus. The food labels used in this study, Fairtrade Labelling, Country of Origin Labelling, and Brand Labelling, are all seen as a quality cue. Customers value quality differently, based on individual convictions and beliefs. In order to identify these individual differences, Gill and Hodgkinson (2007) introduced the theory of personality traits. Based on Grebitus and Dumortier (2014), it was hypothesized that personality traits can predict which label a participant would choose. The current study investigates if this is the case. The results show that personality traits can only minimally explain the preferred choice. The importance of other factors, such as prize are discussed.
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