Valuing Consumer Perceptions of Olive Oil Authenticity

Abstract

ABSTRACTNowadays, while the authenticity of agri-food products becomes a major concern for consumers, given the increasing rate of food fraud reports across the world, olive oil records the highest adulterations. The high selling price of olive oil is the main reason for conducting adulteration, which is often caused through false indications on the packaging (mislabeling). On the other hand, consumers are well aware of the alteration, and they are looking for authenticity signals during the purchase process. Authenticity, therefore, becomes an evaluation and decision-making criterion that guides consumer choices. The aim of this paper was twofold: to highlight the attributes in which Greek consumers attach great importance during the evaluation of olive oil’s authenticity, and second, through consumers’ demographic segmentation, to gain more detailed knowledge about the attributes that consumers evaluate in olive oil authenticity. CUB (Covariates in a mixture of Uniform and Binomial random variables) models are employed for the interpretation of ordinal data due to the ability of comparing and clustering the rating distributions consumers express about olive oil features, and due to the ability of detecting significant similarities and differences in consumer responses. Moreover, with the introduction of respondents’ social, demographic, and financial characteristics, CUB models allow the measurement of the influence that the consumers’ profile has upon the attributes of olive oil authenticity. The results showed that consumers attached great importance to taste, acidity, country and region of origin, olive variety, color, organic production, and regional certification in the evaluation of olive oil authenticity. In addition, secondary school graduates tend to use taste and olive variety, also indicating confidence in the authenticity of organic olive oil.