Understanding food consumer behavior using projective methods and the big five personality traits model: The case of traditional Mexican cheeses

This research aimed to use two projective methods and the Big Five Personality Traits (BFPT) model to study food consumer behavior in the case of traditional Mexican cheeses. Based on an online survey (n = 197), this study employs the Word Association and Mason‐Haire's Shopping List projective techniques with two shopping lists (traditional vs. supermarket). Several factors influencing consumers' perceptions of traditional cheeses were identified, such as hedonism, sensory characteristics, quality and freshness. The shopping list allowed the identification of factors related to food consumption and consumer personality traits. Conscientiousness and Neuroticism were associated with the profile of the consumer who purchases food in supermarkets. In contrast, the personalities of Agreeableness and Openness were associated with the profile of the consumer of traditional Mexican cheeses. The results of this research could be helpful in promoting and marketing traditional foods, considering consumers' personality traits. Practical applications This research identified consumer perceptions of traditional cheeses produced in the central region of Mexico and the personality traits associated with the consumer profile of these food products. The results can be of great use to the cheese‐producing agroindustry, considering that consumers are aware that by purchasing these products, they are contributing to the development and support of the local economy. Therefore, it is essential for producers and sellers to consider the attributes that consumers associate with traditional cheeses, such as artisanal and local characteristics, hedonic value, and consumers' personality traits.