05 Feb 2019 --- Consumers with strong religious beliefs are more likely to buy fat-free, sugar-free or gluten-free foods than natural or organic products, according to new research that could inform the marketing of specialty foods. Testing the theory that religious and moral beliefs are among the drivers of consumer decisions at the grocery store, researchers from the University of Wyoming, Arizona State University and Oklahoma State University found that such considerations are indeed a factor when it comes to purchasing what they describe as “diet-minded” and “sustainability-minded” foods.