Why go gluten‐free? How the feeling of low power increases preferences for free‐from products

Abstract Going gluten‐free and dairy‐free has become increasingly popular in the past 10 years, yet little research has examined the drivers of this dietary preference beyond medical reasons. This research investigates how the feeling of low power contributes to the growing popularity of free‐from products (e.g., gluten‐free, fragrance‐free). Five studies, using various statistical analyses (including regressions, analysis of variance, mediation, and moderation analysis) across both surveys and experiments, provide converging evidence that the feeling of low power increases preferences for free‐from products, driven by heightened perceived threat. Consistent with this account, low‐power individuals’ increased preference for free‐from products is attenuated (1) when their perceived threat is reduced through self‐affirmation, and (2) when advertising appeals highlight health benefits in a gain (vs. loss) frame. This research contributes to both the special diets and power literatures, offering practical implications for marketers of free‐from products by revealing a potential market segment and suggesting message framing strategies to better persuade consumers.