Associations between food choice values, personality traits, and demographic characteristics

Food choice values may represent relatively stable psychological factors associated with personality and eating behavior, yet their associations with individual differences remain unclear in Japan. This study examined how demographic characteristics, the Big Five, and the Dark Triad traits of Machiavellianism, narcissism, and psychopathy relate to the relative prioritization of six food choice values. Data from 141,761 Japanese respondents aged 15–102 years were analyzed using multiple regression models with ipsatized scores. Demographic characteristics showed domain-specific associations with relative food choice priorities, particularly those concerning health and family-related values. Among the Big Five, conscientiousness was associated with greater prioritization of Health/Nutrition, whereas extraversion was associated with lower Simplicity/Convenience and higher Mood/Taste. Narcissism was positively associated with Media/Popularity and negatively associated with Mood/Taste, while Machiavellianism showed contrasting associations with these values and with Low/Reasonable Price. These associations generally remained after adjustment for demographic characteristics and the other personality traits. The findings indicate that relative food choice priorities are associated with distinct patterns of broad and socially aversive personality traits while also reflecting demographic context. Examining food choice values as relative priorities provides a framework for understanding how individual differences are reflected in eating-related priorities.