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The purpose of this paper is to comprehensively evaluate the connection between dietary choice and partisanship affiliation among the US population. Food has the potential to be a powerful factor connected to identity and political behaviour.

This study analyses survey data (including frequency distributions, cross-tabulations and Tobit regression models) from the Natural Marketing Institute’s 2016 LOHAS database with a total sample population of 4,134.

The results provide a platform for further exploring the interaction and effect of diet and partisan affiliation as it applies to political outcomes and market activities. This study confirms that individuals identify as either a Democrat or unaffiliated are more likely to report a vegan or vegetarian-based diet compared to Republicans. However, unaffiliated respondents are also just as likely as Republicans to report a red meat-intensive diet. Gender, race and education level are consistent explanatory factors across the entire population for influencing self-reported dietary behaviour, but location lifestyle factors, such as marital and employment status, influence partisan groups differently.

The reliance of self-reported diet and partisan affiliation of respondents among US respondents.

Most research examining diet and political activities mostly stem from vegan and vegetarian identity research. This study provides a comprehensive evaluation on the relationship between diet and partisan affiliation in the broader public.

There are two main objectives of this paper. The first is to analyze household consumption pattern of soyfood products. The second is to investigate effect of the United States Food and Drug Administration (FDA) allowed health claims on consumption of soyfoods.

The objectives were accomplished in two stages. In the first stage, the role of consumers' perceived attributes of soy‐based foods such as convenience of preparation and consumption, health benefits, and taste in consumers' decisions to consume soy‐based food products was investigated. In the second stage, the study analyzed whether the decision of the Food and Drug Administration to allow food manufacturers to use health claims had influenced consumers' willingness to participate in soy‐based food market or willingness to increase consumption, if they are currently consuming such foods. Lancaster's characteristics model was combined with Fishbein's multi‐attribute model to develop a soybean demand function that included perceived attributes of soyfood. Zero‐inflated negative binomial model (ZINB) was used as an empirical specification to address zero consumption of soyfood products. Data were collected using a convenience sample drawn from a Midwest college town in the United States. Two questionnaires (i.e. one with information about the FDA's decision and the other without it) were given to students taking introductory marketing courses. In total 400 questionnaires were distributed and 315 respondents returned completed questionnaires.

Attributes of soy‐based food products such as convenience and tastefulness had statistically significant effect on the consumption pattern. Consumers who perceived beneficial health attributes in soyfood products were more likely to participate in the soyfood market as well as increase consumption frequency. The results indicated that frequent users of soyfood products who were exposed to the decision of the FDA would be more inclined to increase their consumption of soy‐based foods as compared to those who were not exposed to such information. Yet the information about FDA's decision did not influence the behavioral intentions of infrequent consumers or non‐consumers.

Research evaluating the impact of government allowed health claims on food consumption pattern is scarce. This paper sets up a platform for carrying out the evaluation of such health claims by other food products.

The objective of this paper is to evaluate the role of consumers’ perceived risks and benefits of agro‐biotechnology in shaping the purchase pattern for organic food among UK consumers.

An on‐line household survey of UK consumers was conducted using household panels maintained by the National Panel Diary (NPD) group. The data included organic food purchase pattern, perceived risks and benefits of agro‐biotechnology, and socio‐demographic information about the respondents. A regression model was used to examine the impact of consumers’ general purchase behavior, perceived risks and benefits of GM technology, and socio‐demographic on organic food purchase.

Only 4 percent of the respondents purchased organic foods all the time, while 26 percent never purchased. Perceived risks of agro‐biotechnology played a dominant role in influencing organic food purchase decisions. As the risk perception increased consumers were likely to buy organic food more often. Although premium prices of organic foods were of concern to many consumers, food safety was the most important consideration when making organic food purchase decisions. Household income positively influenced consumers’ likelihood of buying organic food. Female respondents were likely to purchase organic foods more often than their male counter parts. Older respondents were less likely to buy organic foods compared to younger respondents.

The results of this study provide valuable information in formulating short and long‐term marketing programs for organic producers. Following the study results, food safety concern and perceived risks of GM food products need to be the overall theme of marketing programs for organic products.

The study uses a large sample size in examining the relationship between perceived risks of agro‐biotechnology and organic food purchase. The results are more robust and representative.