A cross-cultural study on consumer preferences for olive oil

Klaus G Grunert,Imene Trabelsi Trigui,Polymeros Chrysochou,Antonios Tiganis

doi:10.1016/j.foodqual.2021.104460

Klaus G Grunert, Imene Trabelsi Trigui + Show 2 more

Open Access

https://doi.org/10.1016/j.foodqual.2021.104460

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Abstract

In this paper, we study consumer preferences for olive oil across four countries (Denmark, France, Tunisia, and the US). Based on a large-scale study with olive oil consumers (N = 3,462), we use the Best-Worst Scaling method to measure perceived importance for product attributes known to influence consumer choice. Our results show that consumers across all countries rate type, price, prior experience, and country of origin as important product attributes. On the other hand, packaging, label design, and brands are considered as less important product attributes. While the perceived importance for olive oil attributes differs across countries, the order of importance is almost similar for all countries. We further derive a three-segment solution and describe each segment based on its attitudinal beliefs, usage, and socio-demographic profile. We discuss implications for the study of consumer preferences for olive oil and provide managerial insights.

Highlights

Olive oil is an agricultural product produced mainly in countries of the Mediterranean basin, and an integral component of the so-called Mediterranean diet (Willett et al, 1995)
Our results demonstrate that olive oil type is the most important product attribute that drives consumer preferences
While our results are in line with Dekhili et al (2011) who find that extra virgin olive oil is among the most important product attributes for French consumers, our findings are not in line with their results for the Tunisian consumers who rated type as less important

Summary

Introduction

Olive oil is an agricultural product produced mainly in countries of the Mediterranean basin, and an integral component of the so-called Mediterranean diet (Willett et al, 1995). A large number of product attri butes are known to drive consumer preferences for olive oil, such as type of olive oil (i.e., extra virgin, virgin, refined), price, country/region of origin, taste, color, certification, production method (e.g., organic), packaging, and brand (Dekhili et al, 2011). Some of those product at tributes are more relevant in specific countries due to market-related conditions, culinary practices, and overall consumer familiarity with olive oil. Our review goes beyond the measure consumer preferences, by including the impact of those product attri butes on consumer choices for olive oil, willingness to pay, and actual purchase

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