The impact of personality traits on intention to try new tastes: Food related behaviours of Generation X and Y due to personality traits

摘要

The purpose of this study was to investigate the effects of generation X and Y consumers’ personal traits on their intention to try new tastes (e.g. local food). In order to ascertain the role of personality traits in consumer’s behavioral process of decision towards new tastes, personality traits variables - (Extraversion, Openness, Emotional Stability and Agreeableness) were introduced. Results were compared over two different generations (Generation X and Generation Y) to determine any difference of intention to try new tastes due to same personality traits.