Political ideology shapes heterogeneous preferences for food values

We investigate the associations between political ideology and heterogeneous consumer preferences for food values. Marketing literature emphasizes the polarizing role of political ideology in consumer preferences. Despite the growing recognition of this relationship, scarce evidence exists regarding food value preferences across the political spectrum. Using survey data from 637 respondents, our findings reveal that conservatism relates to heterogeneous consumer preferences for food values. Specifically, conservatism is positively associated with naturalness and tradition, and negatively with environmental impact. These results underscore the potential of political ideology as a predictor of food preferences, suggesting its potential application in developing 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.