Personality and eating behavior in a food festival: understanding visitors’ loyalty from the perspective of food-related personality traits

Abstract

Purpose This study aims to investigate the effects of visitors’ dietary habits on their acceptance of local food from the perspective of positive (e.g. local food involvement) and negative (e.g. food neophobia) food-related personality traits. Design/methodology/approach A survey was conducted on visitors to the Slow Food Festival in Taitung, Taiwan. A total of 327 valid questionnaire responses were collected and structural equation modeling was used to conduct path analyzes. Findings The analysis results supported all hypotheses. Food neophobia plays a key factor in moderating roles. Originality/value This study contributes to the literature by integrating positive and negative perspectives of food-related personality traits. In addition, this study proposes that food neophobia plays a moderating role in food choice and behavioral decisions.