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Consumer Personality and Local Food Specialties: The Case of Norway

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  • Gustavsen, Geir Wæhle
  • Hegnes, Atle Wehn

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.

Suggested Citation

  • Gustavsen, Geir Wæhle & Hegnes, Atle Wehn, 2020. "Consumer Personality and Local Food Specialties: The Case of Norway," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 11(01), January.
    • Handle: RePEc:ags:ijofsd:345352
    DOI: 10.22004/ag.econ.345352
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    References listed on IDEAS

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    1. Heckman, James J., 2011. "Integrating Personality Psychology into Economics," IZA Discussion Papers 5950, IZA Network @ LISER.
    2. Henrik Halkier & Laura James & Egil Petter Stræte, 2017. "Quality turns in Nordic food: a comparative analysis of specialty food in Denmark, Norway and Sweden," European Planning Studies, Taylor & Francis Journals, vol. 25(7), pages 1111-1128, July.
    3. Almlund, Mathilde & Duckworth, Angela Lee & Heckman, James & Kautz, Tim, 2011. "Personality Psychology and Economics," Handbook of the Economics of Education, in: Erik Hanushek & Stephen Machin & Ludger Woessmann (ed.), Handbook of the Economics of Education, edition 1, volume 4, chapter 0, pages 1-181, Elsevier.
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    1. Milford, Anna & Lien, Gudbrand & Reed, Matthew, 2021. "Different Sales Channels for Different Farmers: Local and Mainstream Marketing of Organic Fruits and Vegetables in Norway," 2021 Conference, August 17-31, 2021, Virtual 315058, International Association of Agricultural Economists.
    2. Gustavsen, Geir Wæhler, 2020. "Motivations for Sustainable Consumption: The Case of Vegetables," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 11(04), December.

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