Gender and food, a study of attitudes in the USA towards organic, local, U.S. grown, and GM-free foods

Food choice is influenced by consumer attitudes towards food attributes. This U.S.-based study (n=601) simultaneously compares attitudes towards selected food attributes of organic, locally grown, U.S. grown, and GM-free food in relation to other food attributes. Exploratory factor analysis identifies underlying constructs that determine, together and separately, female and male food choice decisions. Gendered analysis of the value of food in life and food behaviours (cooking and shopping) support the investigation of the highlighted food attributes. Respondents generally assigned greater importance to the U.S. grown, followed by GM-free, locally grown, and organically produced food attributes in deciding what to eat. Analysis of the female and male subsamples yielded similar factor results. All four main attributes were captured in a single factor, associated with respondents in both the female and male subsamples who are older, have lower incomes, and who are religiously observant. Additionally, among females, this factor was associated with higher education; and among males, living in households with children and/or with partners. Additional studies should further explore the interaction of food attributes now becoming increasingly important and prevalent in current food products.