Expanding the PGI certification scheme as a marketing tool in the olive oil industry: a perspective on consumer behavior

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Giuseppe Di Vita ◽  
Carla Cavallo ◽  
Teresa Del Giudice ◽  
Raffaella Pergamo ◽  
Gianni Cicia ◽  
...  
Keyword(s):  
Consumer Behavior ◽  
Olive Oil ◽  
Virgin Olive Oil ◽  
Oil Industry ◽  
Extra Virgin Olive Oil ◽  
Sweet Taste ◽  
Content Type ◽  
Marketing Tool ◽  
Protected Designations Of Origin ◽  
Practical Implications

PurposeRecently, several regional protected geographical indications (PGI) have been introduced in Italy for extra virgin olive oil (EVOO) with the aim of coping with the substantial failure of protected designations of origin (PDO). This study aims to identify which characteristics consumers expect, in order to anticipate the market success.Design/methodology/approachIn this study, a survey has been used on a sample of consumers from Sicily, one of the first regions which recently developed a regional PGI for EVOO. Data have been analyzed with a rank-ordered logit model.FindingsResults yielded that consumers would accept this new product and their expectations correspond to a product with attributes such as: green color, not filtered, not with a sweet taste and with a known brand. A possible target can be represented by young men.Practical implicationsThe results obtained anticipate whether this product would be accepted and provides direct indications for producers who wish to enter the market with a PGI EVOO.Originality/valueThis work focuses on consumer behavior toward products that are specifically certified with a recently introduced PGI label, and they still are not so common on the market.

Nutraceutical olive oil: does it make the difference?

2014 ◽  
Vol 44 (6) ◽  
pp. 586-600 ◽  
Author(s):  
Leonardo Casini ◽  
Caterina Contini ◽  
Nicola Marinelli ◽  
Caterina Romano ◽  
Gabriele Scozzafava
Keyword(s):  
Olive Oil ◽  
Latent Class ◽  
Disease Risk ◽  
Latent Class Model ◽  
Virgin Olive Oil ◽  
Extra Virgin Olive Oil ◽  
Production Costs ◽  
Health Claims ◽  
Content Type ◽  
European Regulations

Purpose – The purpose of this paper is to verify the market potentials of health claims by means of a study that tests the effectiveness of extra-virgin olive oil promotion based on the nutraceutical indications recently authorised by European regulations. Design/methodology/approach – The methodology utilises a discrete choice experiment on a sample of Italian consumers. Market segmentation is performed by means of applying a latent-class model. Findings – The health claim proves particularly interesting for two consumer segments: the “functional claim seekers” (24 per cent) and the “reduction of disease risk claim seekers” (13 per cent). The former segment consists of young, single males who prefer more moderately priced olive oils. The latter is instead made up of elderly individuals who prefer an explicit message on disease and are oriented towards the higher price ranges. Practical implications – The potentials in implementing a promotional strategy based on the awareness of olive oil’s nutraceutical properties are demonstrated. Strategies will have to target specific characteristics of the various consumer segments. Originality/value – This paper has confirmed the opportunities that the recent European regulations on health claims have introduced for the olive oil market. This form of promotion could prove particularly important for quality productions that are often insufficiently recognised vis-à-vis their high production costs.

Older adults’ involvement in developing satisfactory pasta sauces with healthy ingredients

2018 ◽  
Vol 120 (4) ◽  
pp. 804-814 ◽  
Author(s):  
Stefano Predieri ◽  
Gianluca Sotis ◽  
Paola Rodinò ◽  
Edoardo Gatti ◽  
Massimiliano Magli ◽  
...  
Keyword(s):  
Older Adults ◽  
Olive Oil ◽  
Food Habits ◽  
Virgin Olive Oil ◽  
Extra Virgin Olive Oil ◽  
Positive Finding ◽  
Actual Structure ◽  
Content Type ◽  
Aged People ◽  
Main Meal

Purpose The third age can be a period of major food consumption changes. Either voluntary or imposed by health issues, they may be accompanied by alterations in sensory acuity. The purpose of this paper is to investigate how lifelong food habits and health-age issues affect food choice at a later age, with the aim of developing strategies to direct aged people toward healthier food habits. Design/methodology/approach A survey, aimed to investigate differences between current and past food habits, was carried out in a group of 170 Italian older adults. Questions focused on the composition of the main meal, asking participants to describe its actual structure and to highlight differences in previous years’ food habits. A discrete choice experiment (DCE) was planned, during which participants were asked to help formulating innovative pasta sauces with healthy ingredients. Findings This survey clearly illustrated gender-related differences: women were characterized by a higher consumption of vegetables, while men revealed a more frequent use of wine, pasta and meat. The DCE technique suited older adults’ abilities and enabled the development of innovative sauces, indicating a clear preference for extra virgin olive oil, as compared to cream or butter. Gender-related differences were confirmed: women mainly chose a vegetarian sauce, while men expressed an inclination for red meat. Originality/value This is the first report of a successful application of the DCE technique to investigate older adults’ dietary choices. The outspoken preference for olive oil as fat in sauce composition is a positive finding for future actions aimed at directing older adults toward healthier food habits.

Communicating the health value of extra-virgin olive oil: an investigation of consumers' responses to health claims

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Marco Pichierri ◽  
Alessandro M. Peluso ◽  
Giovanni Pino ◽  
Gianluigi Guido
Keyword(s):  
Olive Oil ◽  
Purchase Intention ◽  
Virgin Olive Oil ◽  
Extra Virgin Olive Oil ◽  
Health Claims ◽  
The European Union ◽  
Content Type ◽  
Health Value ◽  
Product Attractiveness ◽  
The Relationship

PurposeThis research investigates the effectiveness of the four health claims that the European Union (EU) authorized for extra-virgin olive oil (EVOO) in terms of perceived text clarity, text interestingness, message credibility and information diagnosticity, along with the claims' effect on product attractiveness and consumers' purchase intention.Design/methodology/approachAn experimental study with 185 participants investigated consumer response to the four claims. A one-way MANOVA analyzed differences in the aforementioned variables, while a sequential mediation model assessed the relationship among perceived text clarity of the EVOO health claims, information diagnosticity, product attractiveness and purchase intention.FindingsThe four EU-authorized health claims differ in terms of perceived text clarity, message credibility, information diagnosticity and product attractiveness. Specifically, the health claim on EVOO polyphenols scored lower than the other three health claims on the aforementioned dependent variables. Importantly, clearer health claims are perceived as more useful and may increase product attractiveness and consumers' purchase intention.Originality/valueThe research sheds light on the effectiveness of EVOO health claims. Since the use of such health claims is not a common practice in the EVOO market, a deeper understanding of consumers' perception and attitude toward them could inspire better guidelines and suggestions for claim usage and improvement.

Price analysis of extra virgin olive oil

2019 ◽  
Vol 121 (8) ◽  
pp. 1899-1911 ◽  
Author(s):  
Idiano D’Adamo ◽  
Pasquale Marcello Falcone ◽  
Massimo Gastaldi
Keyword(s):  
Olive Oil ◽  
Virgin Olive Oil ◽  
Extra Virgin Olive Oil ◽  
Content Type ◽  
Purchase Cost ◽  
Olive Oil Mills ◽  
High Production ◽  
Price Analysis ◽  
The Relationship

Purpose The price of extra virgin olive oil (EVOO) is highly subjected to variability. In this way, the consumer is not able to perceive a price of reference. The purpose of this paper is to investigate this topic, trying to define a range suitable for the selling of EVOO. Design/methodology/approach A mathematical model is applied to the three price levels (i.e. production, intermediate and selling). It studies the relationship among main variables: purchase cost of olives, the production cost of olive oil, the yield of olives obtained by the technological process and the profit margin. To define the input data, 25 producers of olives and 25 owners of olive oil mills are involved. Findings The production of EVOO depends strictly on the production of olives, which typically is subdivided in a year of “high production” and in a year of “low production.” The price of EVOO is subjected to a great variability; however, it is possible to propose a range that varies from €7.0 per liter to €8.7 per liter. Research limitations/implications The level of acidity influences significantly the quality of olive oil, and this model has the limit to not analyze the variation of the price in function of this parameter. Originality/value This study is the first to propose a pricing model to evaluate EVOO. The literature section supports this assumption.

Chemical composition and antibacterial activity of organic extra virgin olive oil from Iran

2016 ◽  
Vol 46 (3) ◽  
pp. 388-395 ◽  
Author(s):  
Samane Hatami ◽  
Ali Mohamadi Sani ◽  
Masoud Yavarmanesh
Keyword(s):  
Antimicrobial Activity ◽  
Antibacterial Activity ◽  
Chemical Composition ◽  
Olive Oil ◽  
Virgin Olive Oil ◽  
Extra Virgin Olive Oil ◽  
Disk Diffusion ◽  
Composition Analysis ◽  
Disk Diffusion Test ◽  
Content Type

Purpose The aim of this study was to investigate the antibacterial activity of original extra virgin olive oil in Iran on some food borne pathogens. Design/methodology/approach Microbial analysis tests including disk diffusion and detections of minimum inhibitory concentration (MIC) and minimum bactericidal concentration (MBC) were used. Also the chemical composition analysis of the oil was determined by GC-MS. Results of disk diffusion test confirmed antimicrobial activity for the oil in which S.aureus and E. coli were more resistant than L. innocua. Findings The MIC and MBC of organic extra virgin olive oil on the studied pathogens were in the range of 12.5-25 and 100 per cent v/v, respectively. The GC-MS analysis showed Z-9-Octadecenal (32.75 per cent), Oleic acid (15.78 per cent), Squalene (11.856 per cent), Phenol (8.392 per cent), Palmitic acid (1.884 per cent) as the main compounds (>0.7 per cent) in organic extra virgin olive oil, which have functional role in the biological activities. Originality/value This is the first study on organic extra virgin olive oil from Iran. According to the results, extra virgin olive oil has antimicrobial activity on foodborne pathogens.

scholarly journals Evolution of Flavors in Extra Virgin Olive Oil Shelf-Life

Antioxidants ◽  
2021 ◽  
Vol 10 (3) ◽  
pp. 368
Author(s):  
Paula Garcia-Oliveira ◽  
Cecilia Jimenez-Lopez ◽  
Catarina Lourenço-Lopes ◽  
Franklin Chamorro ◽  
Antia Gonzalez Pereira ◽  
...  
Keyword(s):  
Phenolic Compounds ◽  
Shelf Life ◽  
Olive Oil ◽  
Unsaturated Fatty Acids ◽  
Virgin Olive Oil ◽  
Extra Virgin Olive Oil ◽  
Volatile Fraction ◽  
Organoleptic Characteristics ◽  
Olive Variety ◽  
Minor Compounds

Extra virgin olive oil (EVOO) is one of the most distinctive ingredients of the Mediterranean diet. There are many properties related to this golden ingredient, from supreme organoleptic characteristics to benefits for human health. EVOO contains in its composition molecules capable of exerting bioactivities such as cardio protection, antioxidant, anti-inflammatory, antidiabetic, and anticancer activity, among others, mainly caused by unsaturated fatty acids and certain minor compounds such as tocopherols or phenolic compounds. EVOO is considered the highest quality vegetable oil, which also implies a high sensory quality. The organoleptic properties related to the flavor of this valued product are also due to the presence of a series of compounds in its composition, mainly some carbonyl compounds found in the volatile fraction, although some minor compounds such as phenolic compounds also contribute. However, these properties are greatly affected by the incidence of certain factors, both intrinsic, such as the olive variety, and extrinsic, such as the growing conditions, so that each EVOO has a particular flavor. Furthermore, these flavors are susceptible to change under the influence of other factors throughout the oil's shelf-life, such as oxidation or temperature. This work offers a description of some of the most remarkable compounds responsible for EVOO’s unique flavor and aroma, the factors affecting them, the mechanism that lead to the degradation of EVOO, and how flavors can be altered during the shelf-life of the oil, as well as several strategies suggested for the preservation of this flavor, on which the quality of the product also depends.

Irrigation effects on phenolic profile and extra virgin olive oil quality of ''Chemlali'' variety grown in South Tunisia

2021 ◽  
Vol 141 ◽  
pp. 322-329
Author(s):  
Jihed Faghim ◽  
Mbarka Ben Mohamed ◽  
Mohamed Bagues ◽  
Kamel Nagaz ◽  
Tebra Triki ◽  
...  
Keyword(s):  
Olive Oil ◽  
Oil Quality ◽  
Virgin Olive Oil ◽  
Extra Virgin Olive Oil ◽  
Phenolic Profile ◽  
Olive Oil Quality ◽  
Irrigation Effects ◽  
South Tunisia
Sign in / Sign up

Export Citation Format

Share Document