A sustainable and healthy diet: Personality, motives, and sociodemographics.

Background: Sustainable and healthy food choices have usually been studied by investigating either consumer choices concerning one product or product group. To investigate dietary patterns are more complex but may be more useful to promote dietary changes among consumers. Objectives: To identify existing dietary patterns, and to investigate the importance of personality traits, food choice motives, and sociodemographic variables in adopting these patterns. Methods: A food frequency questionnaire and principal component analysis were used to identify dietary patterns. The importance of food choice motives, sociodemographics, and personality traits were investigated by using ordinary least squares. The personality traits were measured by the Big Five model, and food choice motives were measured by a set of twelve food values. Results: Three patterns were found and labelled as sustainable, traditional, and unsustainable. The sustainable pattern was positively associated with respondents who were younger, married, females, and having higher income and education. It was also positively associated with openness to experience, conscientiousness, and perceived environmental impact, and it was negatively associated with convenience and price. Value: The results may be used to target consumer groups for information and marketing activities.