Abstract
Consumers’ personality can influence choice behavior. Considering disparities between food store brand market shares across countries, we investigate the impact of personality on food store brand decision making. We carried out two non-hypothetical choice experiments for milk, ice-cream, and cereal, one in France and one in Germany for a total of N = 505 participants. Results show that in France neurotic and in Germany conscientious consumers purchase significantly less store brands for the food items in question. This study contributes to the literature by providing evidence that both, personality and country-effects, influence consumer food choice behavior and serve as a motivating factor for multi-category purchases of grocery store brands.
Original language | English (US) |
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Pages (from-to) | 400-416 |
Number of pages | 17 |
Journal | Journal of International Food and Agribusiness Marketing |
Volume | 31 |
Issue number | 4 |
DOIs | |
State | Published - Oct 2 2019 |
Keywords
- Consumer choice
- France
- Germany
- food retailing
- personality
- retail brands
- store brands
ASJC Scopus subject areas
- Business and International Management
- Food Science
- Marketing