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

4 Citations (Scopus)
61 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

Keywords

  • UT-Hybrid-D

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