A few studies have shown a relationship between food-related personality traits and consumer behaviours. Khan (1981) noted factors linked to the individual and to the environment in which they lived, adding that food choice, at this individual level, was a function of several interrelated aspects of personality. Ajzen (1987) mentioned that personality traits play an important role in predicting and explaining human behaviour. In other words, an individual’s personal traits or interests can play a part in establishing personal choice criteria through the values held by the individual. Furst et al. (1996) reported that consumer purchase behaviours can be associated with personal traits including ‘sensory perceptions’, ‘monetary considerations’, ‘health and nutrition’, ‘convenience’, and ‘quality’. The authors further added that individuals have different food-related personal traits, which can be expressed as food adventurousness (Furst et al., 1996).