Abstract
The consumption of healthful olive oil (OO) has grown considerably over the past 20 years, particularly in areas outside of Europe. To meet this demand, worldwide production of OO has doubled over this time period. Greece, Italy and Spain remain the major producers of this commodity; however, significant growth in production has also occurred in countries such as Australia and the US. OO consumption is closely associated with the traditional Mediterranean diet. It is likely that the potential health benefits of using OO as a primary dietary fat have been a driver of increased intake, but undoubtedly other factors will be involved. An understanding of the factors that influence consumers’ perceptions, attitudes, liking and preferences for OO will be of benefit to the OO sector. Olive growers, OO manufacturers, packaging specialists and marketers, etc. can utilize these insights to aid in the development and delivery of OO products in line with consumer needs and wants, and help drive further growth in this sector particularly with regard to new and emerging markets. The following chapter details information on the intrinsic and extrinsic factors that have demonstrated an influence on consumer perception, attitudes, liking and preferences for OO.
Keywords
- olive oil
- consumer
- perception
- attitude
- liking
- preference
- intrinsic factors
- extrinsic factors
1. Introduction
The consumption of olive oil (OO) has grown considerably over the past 20 years. For instance, approximately 1.7 million tons of OO was consumed worldwide in 1990–1991 and this increased to approximately 3.1 million tons in 2013–2014. To meet the demand, worldwide production of OO has doubled over this time period. Greece, Italy and Spain are the major producers of OO [1]; however, significant growth in production has also occurred in countries such as Australia and the USA [1, 2]. For instance in Australia, 500 tons of OO was produced in 1998–1999 and this increased to 13,500 tons in 2013–2014. A similar growth rate has also been noted for the USA, producing 1000 tons of OO in 1998–1999 and 12,000 tons by the years 2013–2014 [1, 2]. While dietary fats are often maligned in terms of health, OO, particularly extra virgin olive oil (EVOO) and virgin olive oil (VOO), holds a special place as consumption is closely associated with the traditional Mediterranean diet and the health benefits associated with this diet [3, 4]. It is likely that the potential health benefits of using OO as primary dietary fat have been a driver of increased intake, but undoubtedly other factors will be involved.
An understanding of the factors that influence consumers’ perceptions, attitudes, liking and preferences for OO will be of benefit to the OO sector. Olive growers, OO manufacturers, packaging specialists and marketers, etc. can utilize these insights to develop and deliver OO products in line with consumer needs and wants, and help drive further growth in this sector particularly with regard to new and emerging markets.
Consumers make multiple judgments about the foods and beverages they choose to eat and drink on a daily basis and these evaluations are based on conscious reflection as well as automatic, habitual and subconscious decisions. Underlying these reflections and decisions are the quality evaluations consumers make using both intrinsic and extrinsic product cues. Intrinsic product cues relate to the physical attributes of a given product (i.e., color and flavor). Extrinsic product cues, on the other hand, are the attributes that are related but not contained within a given product such as brand and product origin [5]. The Total Food Quality Model by Grunert [5] provides a framework of how intrinsic and extrinsic product attributes influence consumer quality perception of products. This model distinguishes quality perception before and after a product’s purchase and demonstrates that before purchase, consumers make a judgment of product quality using several intrinsic and extrinsic cues. These intrinsic and extrinsic quality cues are connected to consumer knowledge, expertise and beliefs about what is good quality. Furthermore, Grunert [5] proposes that for the majority of food purchases, major quality dimensions of a product (for example, taste) cannot be ascertained before the purchase, and for such purchase decisions to be made, consumers have to form quality expectations. Post-purchase, the product will lead to some type of quality experience.
It is also important to note that an OO sensory wheel has been developed, acting as a valuable tool in describing EVOO and VOO and establishing the importance of particular intrinsic product attributes for the perceived quality of the oil. The attribute profiles of EVOO and VOO can be linked to consumer preferences and can be used partly as a prediction model for certain consumer groups. Although the sensory aspects of OO have been deemed to be important, extrinsic product attributes have also been noted to be of importance [6].
The following chapter details information on the intrinsic and extrinsic factors that have demonstrated an influence on consumer perception, attitudes, liking and preferences for OO. Please note for the purpose of this chapter the term OO will be used to encompass EVOO, VOO and the more refined OO when discussing this oil more generally. When a specific type of OO has been examined in the literature reviewed, it will be specified.
2. Intrinsic product attributes
Intrinsic attributes provide a product’s functionality and relate to the physical aspect of the product itself. In light of the previous research conducted, the intrinsic product cues that will be discussed in the section to follow are OO color and flavor.
2.1. Color
The coloring of OO can vary from a deep green to gold and is mostly dependent on the amount of chlorophyll and carotenoid pigments present in the oil. These pigments vary in OO as a result of a number of factors such as olive cultivar, maturation index, production zone, processing treatments and storage conditions. The color of OO can therefore stand as a quality index [7, 8].
The observation that refined OO is associated with a much lighter, paler color was highlighted in a study by McEwan [9]. The UK-based consumer cohort (
Building on the aforementioned focus group and survey investigations, a consumer evaluation-based study by Vazquez-Araujo et al. [12] also demonstrated consumer preference for green EVOO. Spanish consumers (
The color of food has been identified as an imperative intrinsic product cue with regard to consumer expectations of the likely taste and flavor and hence quality of food and beverages [14]. In general, consumers appear to associate more intensely colored foods with increased flavor [14] and the McEwan study [9] supports this. Differences in the acceptance for the darker colored OOs among the surveyed populations may in part be due to the experiences and exposure these populations have to OO in terms of volume and quality. Spain and Tunisia are major producers and consumers of EVOO; hence, EVOO is very much a staple of the Spanish and Tunisian diet. For instance, in the 2013–2014 period, Spain produced 1,782,000 tons and consumed 525,000 tons of OO. Tunisia produced 340,000 tons and consumed 30,000 tons of OO [2]. Conversely for the British, US and Finnish populations, OO is fairly novel [1, 2]. The Spanish and Tunisian populations are more likely to consume fresher, higher quality OO compared with other populations such as the US, since they produce much of the OO they consume [1]. The USA currently imports 98% of the OO they consume [15] and majority of the vegetable oil used by US consumers has been noted to be light yellow in color (for instance, soybean, corn, canola, cottonseed) [13]. With regard to the Finnish population, consumption data demonstrates OO consumption to be low (4000 tons consumed in 2013–2014) [2]. The US and Finnish populations may therefore lack experience with fresh, higher quality OO and this may be an influencing factor in their preference for lightly colored OO. Although color was deemed important for the Brits when choosing OO, this observation was from a small (
2.2. Flavor
The flavor profile of OO is clearly distinguishable from other vegetable oils. The components that contribute most to OO flavor have been noted as volatile and phenolic substances [16]. In particular, phenolic compounds largely contribute to the bitter, pungent and astringent qualities that are distinctive of high-quality EVOO and VOO [17]. OO’s characteristic flavor has been identified as a contributing factor for its increasing popularity around the world [18]. Two survey-based studies support this notion. A study containing US participants (
A handful of studies have also shown that consumers tend to appreciate fruity, floral and sweet attributes in EVOO more so than bitter and pungent attributes [11–13, 21–24]. However, the degree in liking of the EVOO attributes varies among differing populations. For instance, in a study whereby Spanish consumers (
The differences noted among the Spanish and US consumers may be in part due to the differences in degree of exposure to not only OO itself but also the quality of OO. The Spanish consume much of the OO produced within Spain whereas Americans consume mostly imported OO which may have reduced quality (hence lowered bitterness and pungency) due to a variety of factors including the imported OO becoming rancid over time [15, 25]. According to Tourila and Recchia [26], a learning process is required for an individual to develop a taste and appreciation for OO. Hence, preference for OO flavor may be dependent on the type of OO individuals have been accustomed to via exposure to them over time.
As seen with the Spanish consumers, a liking for stronger EVOO flavor and dislike for bland-flavored OOs has also been noted in a group of Tunisian consumers (
A study by Delgado et al. [23] containing US consumers (
Finally a study containing British (
A pattern appears to be emerging in terms of differing population perceptions, attitudes, liking and preferences for OO flavor. Consumers who are more likely to be exposed to high-quality OO appear more likely to appreciate flavor attributes typically associated with such oil. Consumers who have become accustomed to bland-flavored OO due to a variety of reasons seem to prefer this OO and dislike more intensely flavored OO. As with any food, much variation in liking exists for OO and it is imperative that OO producers understand their target consumer and tailor their OO products to such demand.
3. Extrinsic product attributes
Unlike intrinsic product cues, extrinsic product attributes are not part of the physical product but are related to the aspects and information surrounding a product. Drawing on previous research, the extrinsic product attributes to be discussed in terms of OO include: label information, packaging, perceived health benefits and price.
3.1. Label information
Food labeling information with regard to product origin, nutritional qualities of a product, ingredients used and manufacturing process has been noted as an influential factor on hedonic expectations and food acceptability [28]. A small number of studies have examined the influence of labeling information on the perceptions, attitudes, liking and preferences for OO and the outcomes from such studies demonstrate that OO food labeling appears to influence quality and taste perception, and intention to purchase.
In a meta-analysis of 20 studies concerning consumer preferences for EVOO, origin labeling/certification was found to positively influence consumers’ willingness to pay [29]. A study concerning French (
A second experiment was conducted with the same cohort that further investigated which attributes related to regional image (olive variety—single or blend; natural conditions—soil or climate; human factors—modern or traditional mill) influenced perceived quality to the greatest degree. Price was also added to the investigation, where variations included: low, medium, high and very high. The consumers undertook 10 choice tasks whereby each task consisted of three alternatives for region of origin, olive variety, natural conditions, human factor and price level, plus a no option choice. The consumers were asked to imagine themselves in a supermarket faced with a number of OOs to choose from. Looking at the percentage importance, region of origin and human factors were found to be more important to the French consumers (28% and 24% respectively) compared to the Tunisian consumers (4% and 3%). Olive variety was more important to the Tunisian consumers (17%) compared to their French counterparts (2%). Price labeling was deemed as the most important attribute for both the French (44%) and Tunisian (76%) consumers. Natural conditions were found to have little importance for both groups (below 2%). The results suggest that origin information is multidimensional and that perceptions may reflect differences in local experience and culture. The French are known to favor “terroir” and distrust industrially made foods. Tunisians purchase much of their OO at local mills, therefore may be a factor in their consideration of olive variety being important. Price was more important for the Tunisian consumers and this is not surprising given that although the researchers tried to choose consumers with equal income, there were less Tunisian consumers in the high income category and more in the low-medium income category compared to the French cohort [30].
In another study containing French (
Additionally, a face-to-face survey investigating country of origin and region of origin labeling on Canadian consumer (
With respect to other aspects of labeling, Delgado and colleagues [33] noted that in their study containing US consumers (
Conversely in another study containing Italian consumers (
In summary, origin information appears to exert a positive influence on OO liking and preference; however, the degree of influence appears to depend very much on the cohort of consumers investigated. As Grunert [35] explains, consumers may use region of origin knowledge to form a quality evaluation. In the case of repeat purchases of a product, region of origin information may help to re-identify a product, the quality of which they found satisfactory—a process that may be most relevant when the product does not carry a strong brand. Origin information will have no effect on quality evaluations when consumers have no knowledge about the region of origin, when the quality of the product is not in fact experienced as desirable by the consumer and/or when we are dealing with trial (as opposed to repeat) purchases. Other types of labeling information also appear to have an influence on the consumer perceptions of OO to a varying degree across populations due to a variety of potential factors such as local experience, culture, monetary considerations, etc. It is vital for OO producers and marketers to understand their target consumer and tailor their OO labeling to contain information the consumer considers most important and responds most to.
3.2. Packaging
The appearance of a product has been noted to play an integral role in shaping consumer expectations and packaging specifically, has been identified as a key element of the marketing mix, adding interest to a product [33]. Packaging has become an important extrinsic quality cue which provides information not only about the food but also about brand image or lifestyle. Packaging also aids in product differentiation, helping consumers to choose the product from a wide range of similar products. A small number of studies have examined the influence of packaging on the perceptions, attitudes, liking and preferences for OO and these are discussed below.
Delgado and colleagues [33] found among the participating US consumers (
In a focus group study investigating UK consumers’ (
Conversely, a face-to-face survey study concerning a Tunisian cohort (
Although packaging presents as a quality cue and appears to be an influential factor with regard to OO expectations and preferences, the degree of influence appears to differ among varying populations due to factors such as country and cultural expectations. Creating packaging that meets the expectations of consumers is therefore important and may increase the likelihood of OO purchase. OO packaging specialists and marketers should pay special attention to the findings thus far and for the populations where research has not been conducted, collection of such data may be necessary prior to the creation of packaging for OO in differing markets.
3.3. Perceived health benefits
Non-sensory product factors such as the perceived health benefits of a food have been noted as an important driver of food choice [40]. The handful of studies investigating the influence of this extrinsic cue with regard to OO further supports this.
Santosa and colleagues [19] noted that awareness of OO’s health benefits prompted most of the US consumers who participated in this study (either via a focus group (
From the findings of these aforementioned studies, it appears that a great proportion of consumers are aware of OO’s health associations and it clearly presents as a cue of quality and driver for its use. This is not surprising given OO consumption is closely associated with the traditional Mediterranean diet that has a reputation of being health benefiting [3]. OO marketers can utilize this consumer awareness to further market the health-promoting properties of OO.
3.4. Price
Individual dietary choices can be partly influenced by the price of food [41, 42]. The handful of studies investigating the influence of price on OO perceptions, attitudes, liking and preferences supports such a finding.
Santosa et al. [19] noted among the US-based consumers who took part in a focus group (
In a study by McEwan [9], whereby UK consumers (
Moreover, in a study investigating French and Tunisian consumers (
Considering the evidence presented, price of OO appears to indeed be a quality cue. However, despite price appearing to be an influential factor with regard to OO purchase, financial constraints appear to impact the degree of influence. Price should therefore be a consideration for OO producers and marketers when tailoring OO products to differing markets.
4. Conclusion
Considering the worldwide growth of OO consumption over the past 20 years, an investigation into the intrinsic and extrinsic factors that influence OO perceptions, attitudes, liking and preferences is timely. The research conducted thus far demonstrates that there are clear population differences with regard to the degree of influence of the discussed intrinsic and extrinsic OO product attributes due to various factors including cultural and situational factors. An understanding of the factors that influence consumers’ perceptions, attitudes, liking and preferences for OO will be of benefit to the OO sector. Olive growers, OO manufacturers, packaging specialists and marketers, etc. can utilize these insights to provide OO and information that meets and supports consumer needs and wants, thus helping to drive further growth in this sector particularly with regard to emerging markets.
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