Is your diet related to your personality?

By Dr. Liji Thomas, MDMay 14 2023Reviewed by Benedette Cuffari, M.Sc. A new study published in the Journal of Cleaner Production explores food choices in the context of the Big Five personality traits in the United States and Norway.

OCEAN has been linked to how an individual behaves about food and food choices. These include attitudes to food from the production level onward. In Norway, safety continued to top the list of preferences in such studies, whereas price was considered the sixth most important factor in food decisions. Both Norway and the U.S. were found to have people belonging to different segments, including health, altruistic, rational, and hedonistic segments. Norwegian, rather than U.S. subjects, also belonged to natural and welfare segments. Conversely, two unique U.S. segments, including safety and indeterminate, were identified.

The Natural segment included respondents who valued food origin, as indicated by their intense dislike for genetically modified food, natural food, and safety. The Welfare segment, which was primarily focused on animal welfare data, comprised 12% of respondents. People connected with a farm-based lifestyle were four times more likely to be in the Natural segment and twice as likely to be in the Altruistic segment than in the Hedonistic segment. These individuals were also twice as likely to be in the Indeterminate segment.

About 17% of respondents in the U.S. who comprised the Indeterminate segment did not value any specific food value above others. Recent studies have shown that this type of openness is accompanied by a willingness to pay for organic food. In the U.S., such openness is more associated with Health or Rational segments.

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