The effects of person-related and environmental factors on consumers' decision-making in agri-food markets: the case of olive oils

Melania Salazar-Ordóñez (Corresponding Author), Florian Schuberth, Elena R. Cabrera, M. Arriaza, Macario Rodriguez-Entrena

Research output: Contribution to journalArticleAcademicpeer-review

2 Citations (Scopus)
35 Downloads (Pure)

Abstract

Refined olive oil (ROO) and extra virgin olive oil (EVOO)
categories are different products with respect to their objective
quality. Nevertheless, this quality gap is not reflected in the purchase
behaviour of consumers in Spain, which is the main producer country
worldwide. On the basis of economic theory, the price gap could be a part
of the explanation; however, the objective price gap between EVOO and ROO
has been on average around €0.40 kg−1 since the 2007/2008 crop year in
Spain. Therefore, this paper contributes to a more in-depth understanding
of those factors, besides price, affecting consumers' decision-making
process in olive oil markets. We examine how consumers build their
purchase preferences towards two products -namely EVOO and ROO- based on
their evaluative judgements shaped by person-related and environmental
factors. In doing so, a theoretical model is proposed and an empirical
application in southern Spain is presented, using variance-based
structural equation modelling (SEM) by means of partial least squares
path modelling (PLS). The results show how attitude to EVOO and ROO play
a key role in explaining both EVOO and ROO consumption. In addition,
taste preferences are shown to have an overriding moderator effect on the
relationship between attitude towards ROO and consumption. Negative
anticipated consequences regarding EVOO also help to shape consumers'
attitude towards ROO, but not towards EVOO. Meanwhile, healthy shopping
habits affect only attitude towards EVOO and the perceived value of
private brands influences attitude towards ROO.
Original languageEnglish
Pages (from-to)412-424
Number of pages13
JournalFood Research International
Volume112
DOIs
Publication statusPublished - Oct 2018

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extra-virgin olive oil
olive oil
decision making
Decision Making
markets
Food
environmental factors
Spain
economic theory
playas
consumer attitudes
Olive Oil
crop year
food choices

Keywords

  • UT-Hybrid-D

Cite this

Salazar-Ordóñez, Melania ; Schuberth, Florian ; Cabrera, Elena R. ; Arriaza, M. ; Rodriguez-Entrena, Macario. / The effects of person-related and environmental factors on consumers' decision-making in agri-food markets: the case of olive oils. In: Food Research International. 2018 ; Vol. 112. pp. 412-424.
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abstract = "Refined olive oil (ROO) and extra virgin olive oil (EVOO)categories are different products with respect to their objectivequality. Nevertheless, this quality gap is not reflected in the purchasebehaviour of consumers in Spain, which is the main producer countryworldwide. On the basis of economic theory, the price gap could be a partof the explanation; however, the objective price gap between EVOO and ROOhas been on average around €0.40 kg−1 since the 2007/2008 crop year inSpain. Therefore, this paper contributes to a more in-depth understandingof those factors, besides price, affecting consumers' decision-makingprocess in olive oil markets. We examine how consumers build theirpurchase preferences towards two products -namely EVOO and ROO- based ontheir evaluative judgements shaped by person-related and environmentalfactors. In doing so, a theoretical model is proposed and an empiricalapplication in southern Spain is presented, using variance-basedstructural equation modelling (SEM) by means of partial least squarespath modelling (PLS). The results show how attitude to EVOO and ROO playa key role in explaining both EVOO and ROO consumption. In addition,taste preferences are shown to have an overriding moderator effect on therelationship between attitude towards ROO and consumption. Negativeanticipated consequences regarding EVOO also help to shape consumers'attitude towards ROO, but not towards EVOO. Meanwhile, healthy shoppinghabits affect only attitude towards EVOO and the perceived value ofprivate brands influences attitude towards ROO.",
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The effects of person-related and environmental factors on consumers' decision-making in agri-food markets: the case of olive oils. / Salazar-Ordóñez, Melania (Corresponding Author); Schuberth, Florian ; Cabrera, Elena R.; Arriaza, M.; Rodriguez-Entrena, Macario.

In: Food Research International, Vol. 112, 10.2018, p. 412-424.

Research output: Contribution to journalArticleAcademicpeer-review

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AU - Arriaza, M.

AU - Rodriguez-Entrena, Macario

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