Consumer Personality and Local Food Specialties: The Case of Norway

International Journal on Food System Dynamics Pub Date : 2020-02-14 DOI:10.18461/IJFSD.V11I1.35

G. W. Gustavsen, Atle Wehn Hegnes

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引用次数: 4

Abstract

In studies of consumption of local food specialties (LFSs), individual personalities are rarely mentioned. In this article, we want to expand on and provide a nuanced explanation of the characteristics of these consumers of these products, asking: Are there any personality traits that characterize these consumers? We use the Big Five personality model to unpack the relationship between individuals' personalities and choices of LFS in the Norwegian context. The model consists of the following five personal traits: extraversion, agreeableness, conscientiousness, neuroticism, and openness to experience. These personality traits are latent, but through questions regarding behavior, the traits may be revealed. To construct latent variables to measure these traits, we apply the graded response model. Furthermore, socioeconomic variables are combined with personality traits in logistic regression models to find the relationships between personality and choice of Norwegian LFSs. Our results show that in all models the latent variable Openness to experience was one of the most important predictors of all the choices of LFS made by individuals. Openness to experience is characterized by fantasy, aesthetic sensitivity, attentiveness to inner feelings, preference for variety, and intellectual curiosity. The consequence of the connection between Openness to experience and LFS is that stakeholders may take this into account when seeking to increase sales.

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消费者个性与当地特色食品:挪威的案例

在对地方特色食品消费的研究中，个体个性很少被提及。在这篇文章中，我们想要对这些产品的消费者的特征进行扩展和细致入微的解释，并提出这样的问题:这些消费者有什么个性特征吗?我们使用大五人格模型来解析挪威情境下个体人格与LFS选择之间的关系。该模型由以下五个个人特征组成:外向性、宜人性、尽责性、神经质和经验开放性。这些人格特质是潜在的，但通过有关行为的问题，这些特质可能会被揭示出来。为了构建潜在变量来衡量这些特征，我们采用了分级反应模型。在logistic回归模型中，将社会经济变量与人格特征相结合，寻找人格与挪威低收入家庭成员选择的关系。我们的研究结果表明，在所有模型中，潜在变量经验开放性是个体做出的所有LFS选择的最重要预测因素之一。对经验持开放态度的特点是幻想、审美敏感、对内心感受的关注、对多样性的偏好和求知欲。经验开放性与LFS之间联系的结果是，利益相关者在寻求增加销售时可能会考虑到这一点。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal on Food System Dynamics Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)

CiteScore

1.60

自引率

0.00%

发文量

期刊介绍： Understanding the development of the food system requires a system view that captures the complexity of the system and its many interrelationships with its economic, social and natural environments. The Journal accepts and offers papers within this broad range of issues focussing on the management, policy, marketing, consumer aspects, transparency, e-commerce, institutional or regional development, information and communication systems, ressource economics, production economics, chain management, network economics, and similar aspects. Papers may focus on modeling, empirical research or theoretical analyis. This broad range of publication opportunities asks authors to follow clear lines of arguments and to present arguments in a convincing way that avoids unnecessary complexities of model formulations if not relevant for the support of arguments. The publication of scientific articles is complemented by a number of sections that provide room for publications with a more specific focus: ''Case studies'': A section on case studies of the ''Harvard Type'' allows the publication of studies that might build on established scientific methodology but demonstrate its use in ceratin decision environments. Case studies might be complemented by ''teaching cases'' that are kept on a database outside the journal but accessible to readers on approval by authors. ''Research Forum'': It allows to discuss newly emerging research challenges or to contribute to ongoing scientific discussions on research problems. In addition, authors might initiate a discussion on issues brought up by articles published in the journal. ''Research Notes'': It provides room for specific shorter scientific contributions with a narrow scope.