Supervisors: Polymeros Chrysochou & Panos Mitkidis
Discussants: Sascha Steinmann & Marija Banovic

Title of the PhD project:
The role of political ideology for sustainable consumer behaviour

Title of the 1st year paper:
Can political ideology predict heterogeneous consumer preferences for food values?

Abstract
We investigate the associations between political ideology and heterogeneous consumer preferences for food values. Marketing literature emphasizes the polarizing role of political ideology for consumer preferences. Despite the growing recognition of this relationship, scarce evidence exists regarding food values’ preferences across the political spectrum. Utilizing survey data from 637 respondents, our findings reveal that conservatism relates with heterogeneous consumer preferences for food values. Specifically, conservatism is positively associated with naturalness and tradition, while exhibiting a negative relationship with environmental impact. These results underscore the potential of political ideology as a predictor of food preferences, suggesting its potential application in the development of targeted marketing programs and policy interventions. Accordingly, marketing and policy communications should be tailored to align with the intended audience's political ideology. Managerial implications further expand to the promotion of ethical and sustainable food products, the introduction of innovative food technologies, and the adoption of sustainable supply chains.

Keywords: political ideology, food values, consumer, preferences, Best-Worst Scaling

Everyone is welcome!