Exploring the impact of beliefs and experiential factors on extra virgin olive oil consumption
Filippo Sgroi, Caterina Sciortino, Giusi Giamporcaro, Federico Modica
Abstract
Italian extra virgin olive oil, globally acclaimed for quality and integral to the Mediterranean Diet, attracts heightened demand in high-income societies. This study, utilizing Multivariate Analysis of Variance (MANOVA), delves into the interplay between socio-demographic variables and consumer behavior in olive oil preferences. Key findings reveal that variables like sustainable certification interest, attention to labeling, knowledge of certification, purchasing preferences, gender, and olive oil knowledge significantly differentiate consumer groups. Specific MANOVA analysis highlights the distinct impact of gender, certification knowledge, labeling attention, and sustainable certification interest on factors like price, brand, origin, certification, production method, and packaging importance. This study provides concise insights into complex dynamics of consumer behavior surrounding Italian extra virgin olive oil. Identified influential factors shed light on nuanced relationships between socio-demographic variables and consumer preferences, aiding agri-food companies in aligning products with evolving needs in high-income societies. The results of this study suggest a significant difference in the combined variables across gender, knowledge certification, attention to labeling, and interest in sustainable certification, indicating varying responses to the importance of price. • Extra virgin olive oil's health benefits are crucial for consumers. • Socio-demographic factors influence olive oil consumption preferences. • Consumer price importance varies with their knowledge levels. • Labeling attention significantly impacts olive oil choices. • Consumer preferences diverge on attributes like brand, origin, and certification.