Consumers’ preferences investigation for extra virgin olive oil basing on conjoint analysis

Titolo Rivista RIVISTA DI STUDI SULLA SOSTENIBILITA'
Autori/Curatori Barbara Cafarelli, Piermichele La Sala, Giustina Pellegrini, Mariantonietta Fiore
Anno di pubblicazione 2017 Fascicolo 2017/1 Lingua Inglese
Numero pagine 16 P. 203-218 Dimensione file 218 KB
DOI 10.3280/RISS2017-001013
Il DOI è il codice a barre della proprietà intellettuale: per saperne di più clicca qui

Qui sotto puoi vedere in anteprima la prima pagina di questo articolo.

Se questo articolo ti interessa, lo puoi acquistare (e scaricare in formato pdf) seguendo le facili indicazioni per acquistare il download credit. Acquista Download Credits per scaricare questo Articolo in formato PDF

Anteprima articolo

FrancoAngeli è membro della Publishers International Linking Association, Inc (PILA)associazione indipendente e non profit per facilitare (attraverso i servizi tecnologici implementati da CrossRef.org) l’accesso degli studiosi ai contenuti digitali nelle pubblicazioni professionali e scientifiche

The present work is aimed to analyse extra virgin olive oil (EVOO) consumers’ preferences, identifying those attributes that more influence consumers’ choices. In order to reach this goal, a conjoint analysis was implemented. Furthermore, the study evaluates the influence of standard and healthy characteristic on consumers preferences, such as the presence of EVOO’s natural antioxidant compounds (polyphenols). Firstly, an explorative survey was carried out, in order to investigate the EVOO market. Basing on results obtained through explorative survey, a web-based questionnaire was realized using Survey Analytics software. Results show that the most important consumers’ attributes are: country of origin, label’s information, polyphenol’s presence.

Il presente lavoro ha l’obiettivo di analizzare le preferenze del consumatore per il prodotto olio extravergine d’oliva (OEVO), individuando quali attributi hanno influenzato maggiormente le scelte dei consumatori; a tale scopo è stata usata la conjoint analysis. Inoltre lo studio valuta come le caratteristiche standard e salutistiche incidano sulle preferenze del consumatore, come la presenza di antiossidanti naturali dell’olio (polifenoli). È stata condotta un'indagine esplorativa mirata alla comprensione dell’offerta esistente di olio extravergine d’oliva. Sulla base dei risultati ottenuti è stato poi predisposto un questionario, somministrato on-line per mezzo del software Survey Analytics. I risultati mostrano come gli attributi più rilevanti per il consumatore siano: paese d’origine, informazioni in etichetta, presenza di polifenoli.

Keywords:Preferenze del consumatore, OEVO, conjoint analysis, composti nutraceutici, valore salutistico, attributi

  1. Aprile M., Caputo V., Nayga R. (2012). Consumers’ valuation of food quality labels: the case of the European geographic indication and organic farming labels. International Journal of Consumer Studies, 36: 158-165.
  2. Bernabéu R., Díaz M. (2016). Preference for olive oil consumption in the Spanish local market. Spanish Journal of Agricultural Research, 14(4).
  3. Boncinelli F., Contini C., Romano C., Scozzafava G., Casini L. (2017). Territory, environment, and healthiness in traditional food choices: Insights into consumer heterogeneity. International Food and Agribusiness Management Review, 20(1): 143-157.
  4. Bornkessel S., Bröring S., Omta S.W.F., van Trijp H. (2014). What determines ingredient awareness of consumers? A study on ten functional food ingredients. Food Quality and Preference, 32: 330-339.
  5. Cacchiarelli L., Carbone A., Laureti T., Sorrentino A. (2016). The value of the certifications of origin: a comparison between the Italian olive oil and wine markets. British Food Journal, 118(4): 824-839.
  6. Camposeo S., Vivaldi G.A., Gattullo C.E. (2013). Ripening indices and harvesting times of different olive cultivars for continuous harvest. Scientia Horticulturae, 151: 1-10.
  7. Carluccio M.A., Siculella L., Ancora M.A., Massaro M., Scoditti E., Storelli C., Visioli F., Distante A., De Caterin R. (2003). Olive oil and red wine antioxidant polyphenols inhibit endothelial activation: Antiatherogenic properties of Mediterranean diet phytochemicals. Arteriosclerosis, Thrombosis, and Vascular Bi-ology, 23(4): 622-629.
  8. Cavallo C., Piqueras-Fiszman B. (2017). Visual elements of packaging shaping healthiness evaluations of consumers: The case of olive oil. Journal of Sensory Studies, 32(1).
  9. Cicia C., Perla C. (2000). La percezione della qualità nei consumatori di prodotti biologici: uno studio sull’olio extra-vergine di oliva tramite conjoint analysis. In: de Stefano F. (ed.). Qualità e valorizzazione nel mercato dei prodotti agroalimentari tipici. Napoli: Edizioni Scientifiche Italiane.
  10. Cicia G., Cembalo L., Del Giudice T., Scarpa R. (2011). The Impact of Country-of-Origin Information on Consumer Perception of Environment-Friendly Characteristics. International Journal on Food System Dynamics, 2(1): 106-111.
  11. Clodoveo M.L., Dipalmo T., Crupi P., Durante V., Pesce V., Maiellaro I., Lovece A., Mercurio A., Laghezza A., Corbo F., Franchini C. (2016). Comparison Be-tween Different Flavored Olive Oil Production Techniques: Healthy Value and Process Efficiency. Plant Foods for Human Nutrition, 71(1): 81-87.
  12. Mariotti M., Peri C. (2014). The composition and nutritional properties of extra-virgin olive oil. In: The extra-virgin olive oil handbook. Hoboken, NJ: Wiley (pp. 21-34).
  13. Contò F., Antonazzo A.P., Conte A., Cafarelli B. (2016a). Consumers perception of traditional sustainable food: an exploratory study on pasta made from native ancient durum wheat varieties. Rivista di Economia Agraria, LXXI(1) (Suppl.): 325-337.
  14. Contò F., Santini C., La Sala P., Fiore M. (2016b). Reducing information gap and increasing market orientation in the agribusiness sector: Some evidences from Apulia region. Recent Patents on Food, Nutrition and Agriculture, 8(1): 48-54.
  15. Dekhili S., Sirieix L., Cohen E. (2011). How consumers choose olive oil: The importance of origin cues. Food Quality and Preference, 22: 757-762.
  16. Del Giudice T., Cavallo C., Caracciolo F., Cicia G. (2015). What attributes of extra virgin olive oil are really important for consumers: a metaanalysis of consumers’ stated preferences. Agricultural and Food Economics, 3: 20.
  17. Delgado C., Guinard J.X. (2011). How do consumer hedonic ratings for extra virgin olive oil relate to quality ratings by experts and descriptive analysis ratings? Food Quality and Preference, 22: 213-225.
  18. Dentoni D., Tonsor G., Calantone R., Peterson H. (2009). The direct and indirect effects of ‘Locally Grown’ on consumers’ attitudes towards agri-food products. Agricultural & Resource Economics Review, 38: 384-396.
  19. Di Vita G., D’Amico M., La Via G., Caniglia E. (2013). Quality Perception of PDO extra virgin Olive Oil: Which attributes most influence Italian consumers? Agricultural Economics Review, 2(14): 46-58.
  20. Erraach Y., Sayadi S., Gómez A.C., Parra-López C. (2014). Consumer-stated preferences towards Protected Designation of Origin (PDO) labels in a traditional olive oil producing country: The case of Spain. New Medit, 13(4): 11-19.
  21. Finco A., Padella M., Sargentoni T. (2010). Disponibilità a pagare per la qualità di un olio extravergine locale. Economia Agro-alimentare, 12(1): 77-98.
  22. García M., Aragonés Z., Poole N. (2002). A repositioning strategy for olive oil in the UK market. Agribusiness, 18(2): 163-180.
  23. Guerrero L., Claret A., Verbeke W., Enderli G., Zakowska-Biemans S., Vanhonacker F., Issanchou S., Sajdakowska M., Granli B.S., Scalvedi L., Con-tel M., Hersleth M. (2010). Perception of traditional food products in six Euro-pean regions using free word association. Food Quality and Preference, 21: 225-233.
  24. Hatami S., Mohamadi Sani A., Yavarmanesh M. (2016). Chemical composition and antibacterial activity of organic extra virgin olive oil from Iran. Nutrition & Food Science, 46(3): 388-395.
  25. Jiménez-Guerrero J.F., Gázquez-Abad J.C., Mondéjar-Jiménez J.A., Huertas-García R. (2012). Consumer Preferences for Olive-Oil Attributes: A Review of the Empirical Literature Using a Conjoint Approach. In: Boskou D. (ed.). Olive Oil – Constituents, Quality, Health Properties and Bioconversions.
  26. Louviere J., Woodworth G. (1983). Design and analysis of simulated consumer choice allocation experiments: An approach based on aggregate data. Journal of Marketing Research, 20: 350-367.
  27. Malorgio G., Camanzi L., Grazia C. (2008). Geographical Indications and international trade: evidence from the winemarket. New Medit, VII(3): 4-13.
  28. Mancini P., Marotta G., Nazzaro C., Simonetti B. (2015). Consumer Behaviour, Obesity and Social Costs. The case of Italy. International Journal of Business and Society, 16(2).
  29. Mancini P., Marotta G., Nazzaro C., Simonetti B. (2012). A statistical approach to evaluate the effects of obesity on health-care expenditure. Electronic Journal of Applied Statistical Analysis, 5(3): 418-424.
  30. Marotta G., Simeone M., Nazzaro C. (2014). Product reformulation in the food system to improve food safety, Evaluation of policy interventions. Appetite, 74: 107-115.
  31. Menapace L., Colson G., Grebitus C., Facendola, M. (2011). Consumers’ preferences for geographical origin labels: Evidence from the Canadian olive oil market. European Review of Agricultural Economics, 38: 1-20.
  32. Mtimet N., Zaibet L., Zairi C., Hamida H. (2013). Marketing olive oil products in the Tunisian local market: The importance of quality attributes and consumers’ behavior. Journal of International Food & Agribusiness Marketing, 25(5): 134-145.
  33. Nocella G., Boecker A., Hubbard L., Scarpa R. (2012). Eliciting consumer preferences for certified animal-friendly foods: Can elements of the theory of planned behavior improve choice experiment analysis? Psychology and Marketing, 29(11): 850-868.
  34. Oliveras-López M., Berná G., Jurado-Ruiz E., López-García de la Serrana H., Martín F. (2014). Consumption of extra-virgin olive oil rich in phenolic com-pounds has beneficial antioxidant effects in healthy human adults. Journal of Functional Foods, 10: 475-484.
  35. Oliveras-López M., Molina J.J.M., Mir M.V., Rey E.F., Martín F., De la Serrana H.L.G. (2013). Extra virgin olive oil (EVOO) consumption and antioxidant status in healthy institutionalized elderly humans. Archives of Gerontology and Geriatrics, 57(2): 234-242.
  36. Padalino L., Mastromatteo M., Lecce L., Spinelli S., Contò F., Del Nobile M.A. (2014a). Chemical composition, sensory and cooking quality evaluation of du-rum wheat spaghetti enriched with pea flour. International Journal of Food Science and Technology, 49(6): 1544-1556.
  37. Padalino L., Mastromatteo M., Lecce L., Spinelli S., Contò F., Del Nobile M.A. (2014b). Effect of durum wheat cultivars on physico-chemical and sensory properties of spaghetti. Journal of the Science of Food and Agriculture, 94(11): 2196-2204.
  38. Piccolo D., Capecchi S., Iannario M., Corduas M. (2013). Modelling consumer preferences for extra virgin olive oil: the Italian case. Politica Agricola Internazionale/International Agricultural Policy, 1: 25.
  39. Rus A., Molina F., Ramos M.M., Martínez-Ramírez M.J., del Moral M.L. (2017). Extra virgin olive oil improves oxidative stress, functional capacity, and health-related psychological status in patients with fibromyalgia: A preliminary study. Biological Research for Nursing, 19(1): 106-115.
  40. Sayadi S., Erraach Y., Parra-López C. (2017). Translating consumer’s olive-oil quality-attribute requirements into optimal olive-growing practices: A quality function deployment (QFD) approach. British Food Journal, 119(1): 190-214.
  41. Scarpa R., Philippidis G., Spalatro F. (2005). Product’s country images and preference heterogeneity for Mediterranean food products: a discrete choice frame-work. Agribusiness, 21(3): 329-349.
  42. Shafie F.A., Rennie D. (2012). Consumer Perceptions towards Organic Food. Procedia Social and Behavioral Science, 49: 360-367.
  43. Sillani S., Esposito A., Del Giudice T., Caracciolo F. (2014). Le preferenze dei consumatori della provincia di Trieste per l’olio extra vergine di oliva d’alta gamma. Economia Agro-alimentare, 1: 139-155.
  44. Unnevehr L., Eales J., Jensen H., Lusk J., McCluskey J., Kinsey J. (2010). Food and consumer economics. American Journal of Agricultural Economics, 92: 506-521.
  45. Volpe R., Stefano P., Massimiliano M., Francesca M., Gianluca S., Federica R. (2015). Healthy fats for healthy nutrition. An educational approach in the workplace to regulate food choices and improve prevention of non-communicable diseases. High Blood Pressure and Cardiovascular Prevention, 22(4): 395-401.
  46. Verbeke W., Roosen J. (2009). Market differentiation potential of origin, quality and traceability labeling. Estey Centre Journal of International Law and Trade Policy, 10: 20-35.
  47. Yangui A., Costa-Font M., Gil J.M. (2014). Revealing additional preference heterogeneity with an extended random parameter logit model: the case of extra virgin olive oil. Spanish Journal of Agricultural Research, 12(3): 553-567.
  48. Yangui A., Costa-Font M., Gil J.M. (2016). The effect of personality traits on consumers’ preferences for extra virgin olive oil. Food Quality and Preference, 51: 27-38.

  • EU quality labels in the Italian olive oil market: How much overlap is there between geographical indication and organic production? Luigi Roselli, Giacomo Giannoccaro, Domenico Carlucci, Bernardo De Gennaro, in Journal of Food Products Marketing /2018 pp.784
    DOI: 10.1080/10454446.2017.1413473
  • An International Survey on Olive Oils Quality and Traceability: Opinions from the Involved Actors Ramón Aparicio-Ruiz, Noelia Tena, Diego L. García-González, in Foods /2022 pp.1045
    DOI: 10.3390/foods11071045
  • Sustainability Certification, a New Path of Value Creation in the Olive Oil Sector: The ITALIAN Case Study Luca Lombardo, Camilla Farolfi, Ettore Capri, in Foods /2021 pp.501
    DOI: 10.3390/foods10030501
  • Young consumers' perception of food safety and their trust in official food control agencies Justyna Franc-Dąbrowska, Irena Ozimek, Iwona Pomianek, Joanna Rakowska, in British Food Journal /2021 pp.2693
    DOI: 10.1108/BFJ-11-2020-0992
  • The Willingness to Pay in the Food Sector. Testing the Hypothesis of Consumer Preferences for Some Made in Italy Products Lucio Cappelli, Fabrizio D’Ascenzo, Maria Felice Arezzo, Roberto Ruggieri, Irina Gorelova, in Sustainability /2020 pp.6275
    DOI: 10.3390/su12156275

Barbara Cafarelli, Piermichele La Sala, Giustina Pellegrini, Mariantonietta Fiore, Consumers’ preferences investigation for extra virgin olive oil basing on conjoint analysis in "RIVISTA DI STUDI SULLA SOSTENIBILITA'" 1/2017, pp 203-218, DOI: 10.3280/RISS2017-001013