Consumer Acceptance and Preference for Olive Oil Attributes-A Review

Area of Science:

• Food Science
• Consumer Behavior
• Marketing

Background:

• Olive oil consumption is significant, particularly in Southern Europe.
• Consumer preferences are shaped by search, experience, and credence attributes.
• Recent research highlights the impact of nutritional information and health claims on olive oil choices.

Purpose of the Study:

• To provide an updated review of consumer acceptance and preferences for olive oil attributes.
• To synthesize findings from recent literature on nutritional information and health claims.
• To analyze marketing and research implications for the olive oil industry.

Main Methods:

• Systematic Literature Review (SLR) methodology.
• Analysis of 47 studies published within the last 20 years.
• Descriptive and content analysis of reviewed literature.

Main Results:

• Identified key attributes influencing consumer choice: origin, sustainability, brand, health/safety, production process, packaging, color, taste/flavor, and product features.
• Confirmed the growing importance of credence attributes, especially health claims and nutritional data.
• Highlighted the interplay between search, experience, and credence attributes in shaping consumer attitudes.

Conclusions:

• Consumer preferences for olive oil are multifaceted, influenced by a combination of tangible and intangible attributes.
• Nutritional information and health claims are increasingly critical factors in consumer decision-making.
• Further research and targeted marketing strategies are needed to align with evolving consumer demands.