Attributes that influence consumer preferences for organic and normal olive oil

Abstract

Consumer behavior has existed since the beginning of humanity due to the human need for constant satisfaction (Oliver, 2014). There is no specific definition due to the versatility of the consumer behavior aspects, however many scientists connected it with psychology, sociology and economics (Blythe, 2013). As it has been studied over the years consumer behavior is considered as a tool to help create a consumer profile based on perception of consumptions and the emergence of trends. The purpose of this effort is to help marketers attract consumers using this knowledge and eventually earn an advantage within the markets (Oszust and Stecko, 2020). According to writers Pérez Y Pérez and Azucena Gracia, when consumers purchase olive oil they tend to categorize each attribute to specific olive oils. There are a vast variety of factors that can alter a consumer’s choice regarding buying olive oil. For this reason, 2 major attribute factors were assembled to be explained. Intrinsic and extrinsic attributes (Pérez Y Pérez and Gracia, 2023). Intrinsic attributes are those that cannot be modified unless something is changed regarding the physical characteristics of the product such as taste, colour and flavor. The second factor is strongly connected to the product but not tangible, brand and price are some of the extrinsic attributes. Another sub-extrinsic factor is the search attributes, those attributes are related to the visual appearance of the product (packaging, colour) and they are examined before the purchase (Erraach et al., 2021; Menozzi et al., 2015). Experience attributes are considered an intrinsic factor because these attributes can only be assessed after the consumption of the product (flavour, smell) (Erraach et al., 202). Last credence attributes, those attributes cannot be assessed only by tasting or searching the labels, for these attributes (method of production, origin of the olives, health-related ingredients and processing techniques) to be ascertained additional details must be provided or in some cases even quality control processes (Menozzi et al., 2015; Pérez y Pérez & Gracia, 2023). Another study used surveys to gather data from customers in Tunisia and the European Union. Three consumer groups were identified by this study: ‘Quality Seekers’, ‘Price Conscious Consumers’, and ‘Guarantee Seekers’. ‘Quality Seekers’ prioritized high-quality food products and were willing to pay premium prices whilst focusing on labels and processing methods (Chrysochou et al., 2022). In contrast, the choices of ‘Price Conscious Consumers’ were primarily driven by cost and tended to overlook other product attributes. Lastly, ‘Guarantee Seekers’ preferred well-known brands, valuing the taste and origin of raw materials over price (Chrysochou et al., 2022). Apart from the fact that there are various attributes that consumers may consider, the study’s findings also revealed that the two former groups predominantly consisted of French participants and the latter group consisted mainly of Tunisians. Tunisians favoured local or origin-guaranteed products based on their beliefs, whilst the French emphasized product labels (Chrysochou et al., 2022). Thus, this study also adds the parameter of cultural differences and how they can affect purchasing behaviors (Chrysochou et al., 2022). Another example is a similar study conducted on Japanese consumers who were found to be more likely to select olive oil based on the location of the origin (Kitagawa et al., 2020). They were more likely to select Italian or Greco-Roman olive oil, because they are familiar with Italy as a country of origin of olive oil but because it also aligns with the finding that the popular perception of olives among Japanese people is shaped by Greco-Roman cultures (Kitagawa et al., 2020). These results highlight how crucial it is to comprehend various consumer segments and their distinct tastes when examining the variables affecting consumers' willingness to pay for organic olive oil. By integrating insights from multiple studies, as above, we can develop a more comprehensive understanding of how different attributes, including origin, price, and brand reputation, impact consumer behavior across various cultural contexts. This holistic approach is crucial for identifying the most effective strategies for marketing organic olive oil to different consumer segments.