Extra-virgin olive oil: are consumers provided with the sensory quality they want? A hedonic price model with sensory attributes.

BACKGROUND: Over the years, niche-differentiation strategies and food policies have pushed quality standards of European extra-virgin olive oil towards a product that has a sensory profile consisting of fruity, bitter and pungent notes, with such oils having excellent healthy features. However, it is unclear whether typical consumers are ready for a richer and more complex sensory profile than the neutral one historically found on the market. This potential discrepancy is investigated in the present study aiiming to determine whether current demand is able to appreciate this path of quality enhancement. Implicit prices for each and every attribute of extra-virgin olive oil with a focus on sensory characteristics were investigated using a hedonic price model. RESULTS: Although confirming the importance of origin and terroir for extra-virgin olive oil, the results of the present study strongly confirm the discrepancy between what is currently valued on the market and what novel supply trends are trying to achieve in terms of the sensory properties of such products. CONCLUSION: Increasing consumer awareness about the direct link between the health quality of oils and their sensory profile appears to be necessary to make quality enhancement programs more successful on the market and hence more effective for companies. © 2017 Society of Chemical Industry.

Why Do Consumers Intend to Purchase Natural Food? Integrating Theory of Planned Behavior, Value-Belief-Norm Theory, and Trust.

Natural labels are increasingly present in the market and appreciated by consumers, despite formal regulation still missing. Knowing the psychosocial factors that may predict natural food choice may be useful to understand what drives consumers to choose this category of food. We analyzed the antecedents of consumers' intention to purchase natural food, testing a theoretical model that integrates the theory of planned behavior (TPB), the value-belief-norm (VBN) theory, and consumers' trust in natural food. A sample of Italian participants (N = 1018) filled an online questionnaire assessing intention to buy natural food, TPB and VBN variables, and trust in the natural food supply chain. The model applied yielded results which confirmed the predictiveness of the tested integrated model. Attitude and perceived behavioral control were the strongest antecedents of intention, followed by trust and personal norm. Consumers' intention to buy natural food was also associated with their evaluation of the consequences and possibilities related to the purchase behavior, as well as with their moral evaluation attributable to pro-environmental determinants.

Do consumers understand health claims on extra-virgin olive oil?

Health claims have been introduced in food labelling to support consumers' awareness of healthy food choices and to enhance a healthy diet. Even though many countries around the world have developed legislation and guidelines to regulate the introduction of health claims on food labels, there is the evidence that many consumers do not understand the meaning of these claims. This study analyses whether Italian consumers really understand authorized health claims on extra-virgin olive oil and what are the drivers of such understanding. An Olive Oil Health Claims Understanding index was constructed and embedded in a structured questionnaire, which was then administered to a representative sample of Italian household members who are responsible for food shopping (N = 1,030). Results from the survey showed that only 36% of the respondents understood the meaning of the authorized health claims on extra-virgin olive oil. Moreover, the findings confirmed that the understanding of health claims is related to socio-demographic, personal and psychographic characteristics of consumers, as well as to their attitudes toward using food as medicine. Outcomes also proved the central role of nutrition knowledge in affecting understanding of health claims.

Are (All) Consumers Averse to Bitter Taste?

The current study combined hedonic liking with non-hypothetical experimental auctions to measure consumer preferences for bitter tasting food and identify individual socio-demographic and psychographic characteristics that influence bitter aversion. Furthermore, the research analyzed whether consumer preferences for bitter food were influenced by sensory and health-related information. Findings reveal that respondents (N = 205) are not averse to bitter taste; while, socio-demographic traits influence bitter acceptance, as higher education level and gender (female) positively affect preferences, together with specific individual characteristics as high compensatory health beliefs. Moreover, results prove that participants positively respond to health-related information, whereas information on bitterness-taste generates lower preferences.

The "Land of Fires" Toxic Waste Scandal and Its Effect on Consumer Food Choices.

The present study focused on an environmental scandal that occurred in Italy, the Land of Fires toxic waste scandal, which caused consumer concerns related to the safety of food produced in the affected region, as well as massive market reduction in products associated with the polluted area. Based on a representative sample of Italian households (N = 1134), this study applied an extended Theory of Planned Behavior (TPB) model to analyze consumer purchases of regional food products after this environmental hazard. In addition to attitudes, subjective norms and perceived behavioral control, the model included risk perception, trust, and actual purchases. Using a structural equation model, our results provided support to the hypothesis that consumer perceptions of risk negatively impacted their purchase behaviors and suggested that increasing Italians' trust in government information could reduce their perceived risk and, consequently, increase their intention to purchase regional food.

Consumers' Perceptions and Preferences for Bitterness in Vegetable Foods: The Case of Extra-Virgin Olive Oil and Brassicaceae-A Narrative Review.

The presence of some healthy phytochemicals in food can be paired with high bitterness, and consumers have a widespread avoidance toward bitter-tasting food. This causes a gap between preferences and healthy needs of consumers. Therefore, this review collected insights from literature belonging to different discipline domains in order to have a broad view of the current state-of-the-art about biochemical aspects and consumers' perceptions and preferences toward foods with an enhanced bitter taste. In detail, we focused on two core products of the Mediterranean diet: Extra-virgin olive oil (EVOO) and Brassicaceae, both characterized by specific phytochemicals having strong healthy properties and bitter-pungent taste. Results suggested that, although bitter taste is a general driver of dislike, some exceptions can be represented by: niches of consumers (e.g., innovators and organic buyers), foods consumed with specific purposes (e.g., coffee, chocolate, and alcoholic beverages). The level of bitterness perceived by the consumers can be modulated through exposure, information on benefits, and elements within the environment (e.g., music). Thus, these insights can be used to develop specific campaigns aimed at promoting bitter (healthy) food, considering also the key role that could be played by food pairings.

Consumers' willingness to buy innovative traditional food products: The case of extra-virgin olive oil extracted by ultrasound.

Innovation is fundamental for all agri-food companies to increase competitiveness, however the industrial process of extra virgin olive oil (EVOO) has changed very little over the last few decades. As it is a traditional food product (TFP), the main obstacle to innovation is precisely its traditional nature. According to the literature, any innovation regarding TFPs should be considered in terms of the specific product, and market success mainly depends upon the perceptions and traits of consumers. The present study evaluated the willingness of consumers to buy an innovative EVOO obtained by ultrasound extraction (ultrasonic EVOO) through an ordered logit model. The sample was composed by 961 EVOO consumers. The average age of respondents was 39 and the majority were female (55.4%). At first, the respondents reacted almost equally to the idea of buying ultrasonic EVOO, with 49% of the sample stating they were not willing to buy the product and 51% stating that they were willing to. The major insight from our study is that consumers who are the most willing to buy the product are those who formed a positive quality perception after being introduced to the key characteristics of the new product. In addition, the willingness to buy seems to be higher for consumers who prefer EVOO with a fruity flavour and without a sweet taste, for consumers who attach great importance to the taste of food and with a higher than average educational level. This predominant role of consumers' perception in the case of innovative TFPs should, thus, be researched further.

New Trends in the Chinese Diet: Cultural Influences on Consumer Behaviour.

China is one of the most dynamic regions in the world in terms of economic growth and development. Such development has inevitably influenced the structure and habits of Chinese society. Whilst the economic condition of the middle class and high-income segment has steadily improved, cultural changes are also under way: ancient Chinese traditions now include major elements from other cultures, most notably the West. The above scenario is the background to this paper. A structured research-administered survey was developed to investigate the changes in the Chinese consumer food culture: 500 urban participants were randomly selected from six reference cities, covering geographically almost the whole country. This study aims not only to analyze the propensity of consumers to include food products from other countries in their ancient Chinese culinary culture, but also represents an initial attempt to perform a market segmentation of Chinese consumers according to their degree of cultural openness towards non-Chinese food, taking into account socio-demographic, cognitive and psychographic variables.