Abstract
Unlike the case in Mediterranean countries, where olive oil consumption is driven by habit or tradition, in a population where olive oil consumption rates are considerably low, it appears reasonable to suppose that the initial decision to buy a fairly expensive product—as is the case with olive oil in the Uruguayan market—may result from an individual’s overall interest in health-related issues and/or their acquaintance with relevant nutritional properties of the particular product—in this case, olive oil. Consumer subjective and objective knowledge, interest in health-related issues, and demographic variables were studied for their potential relationship (explanatory capacity) with olive oil consumption frequency, using a sample of 256 inhabitants of Montevideo (Uruguay). Several of the studied variables were found to relate to olive oil consumption, such as subjective and objective knowledge, age, education level, marital status, and interest in health-related issues. Subjective knowledge was found to have the highest explanatory capacity. An increase in subjective knowledge is therefore expected to lead to an increase in consumption frequency among regular olive oil consumers, while it may also encourage less frequent or non-consumers to purchase olive oil and become acquainted with the product.
Highlights
Whereas olive oil has been known and used since ancient times, it was not long ago that its influence on the quality of life of consumers was acknowledged; neither has the importance of consumer preparation and education concerning the health benefits of olive oil been addressed until recently [1].Extra-virgin olive oil has traditionally been used by European consumers, and it is a typical component of the Mediterranean diet
Unlike the case in Mediterranean countries, where olive oil consumption is driven by habit or tradition, in a population where olive oil consumption rates are considerably low, it appears reasonable to suppose that the initial decision to buy a fairly expensive product—as is the case with olive oil in the Uruguayan market—may result from an individual’s overall interest in health-related issues and/or their acquaintance with relevant nutritional properties of the particular product—in this case, olive oil
Item Subjective knowledge items Compared with other people, I know a great deal about olive oil People who know me consider me an olive oil expert I know a great deal as to how to assess olive oil quality Health consciousness items H1
Summary
Extra-virgin olive oil has traditionally been used by European consumers, and it is a typical component of the Mediterranean diet. Average annual percapita olive oil consumption in Spain amounted to 12.9 L in 2004, representing 2% of the total household expenditure [2]. Olive oil is a relatively new product in countries outside the Mediterranean basin, such as Uruguay. Being the least consumed oil in the Uruguayan market (corn, sunflower, high-oleic sunflower, soybean and rice bran oil), average annual per-capita consumption of olive oil in Uruguay amounted to as little as 0.2 L in. Olive oil production has increased significantly in the past 5 years and new, national brands have emerged in the Uruguayan market at an increasing pace
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