Arbeláez-Mejía Sonia M, Ramos-Álvarez Manuel M, Rosas Juan M
Department of Psychology, University of Jaén, Jaen, Spain.
J Food Sci. 2025 Jun;90(6):e70281. doi: 10.1111/1750-3841.70281.
Consumer perception of olive oil (OO) attributes appears to be influenced by their familiarity with OO culture. However, familiarity is often either unreported or inconsistently defined across studies. The aim of this review was to evaluate whether the OO productivity of a consumer country of residence can serve as a reliable proxy for familiarity when analyzing the interaction between familiarity and preferences for OO attributes among regular consumers. For organoleptic attributes, residence in a producing region-rather than at the broader country level-emerges as a more accurate predictor. Consumers in producing regions tend to appreciate the green color and the bitter, pungent notes of OO, whereas these same characteristics are generally rejected in medium- and low-producing areas. In terms of extrinsic attributes, consumers in high-producing countries show a stronger preference for certified extra-virgin olive oil and are more brand-sensitive than their counterparts in lower producing countries. Notably, while consumers in all regions report valuing label information, those in producing countries are more likely to disregard this information when it contradicts their prior knowledge or experience. Overall, the findings of this review offer valuable insights for tailoring promotional strategies for OO based on whether they are targeting producing or nonproducing regions.
消费者对橄榄油(OO)属性的认知似乎受到他们对橄榄油文化熟悉程度的影响。然而,在各项研究中,熟悉程度往往要么未被报告,要么定义不一致。本综述的目的是评估在分析普通消费者对橄榄油属性的熟悉程度与偏好之间的相互作用时,消费者居住国的橄榄油产量能否作为熟悉程度的可靠替代指标。对于感官属性而言,居住在生产地区而非更广泛的国家层面,才是更准确的预测指标。生产地区的消费者往往欣赏橄榄油的绿色以及苦涩、辛辣的味道,而在中低产量地区,这些特征通常不被接受。在外在属性方面,高产量国家的消费者对特级初榨橄榄油认证的偏好更强,并且比低产量国家的消费者对品牌更敏感。值得注意的是,虽然所有地区的消费者都表示重视标签信息,但生产国的消费者在标签信息与他们的先验知识或经验相矛盾时,更有可能忽视这些信息。总体而言,本综述的结果为根据目标市场是生产地区还是非生产地区来定制橄榄油促销策略提供了有价值的见解。
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