Conclusions
This study attempts to gain a more in-depth understanding of consumer behaviour in olive oil markets through an empirical application in Spain, to the world's leading olive oil-producing region and another non-producing region. The theoretical model designed is based on actual consumption, attitudes, person-related and environmental factors. It is concluded that the effect exerted by attitudes is key to explaining consumption, with the influence of attitude towards each corresponding product alternative clearly relevant. Similarly, the results provide evidence on the role played by the feelings aroused by the potential anticipated consequences of using the product, healthy shopping habits, perceived value of private brands and perceived taste. However, it must be taken into account that the research was performed in two specific areas in Spain. The transferability of the results, therefore, is arguable, although urban consumers were selected in the analysis to increase the comparability of the results with other studies. In addition, further empirical research is required on EVOO and ROO as product alternatives in order to further confirm the relevance of including both products in analyses of olive oil markets. Of course, that can be extended to other agri-food products as well. The same is applicable to the moderating variables, namely taste preferences and proximity to producing areas, given the specificities of the olive oil sector in Spain. In any case, given that in recent decades the olive oil sector has shown a greater commitment to quality, it would be well advised not to settle simply for the opportunities offered by labelling as a way of reaching the consumer. Rather, this tool should act as a support for more comprehensive consumer education, which aims to familiarize them with the exclusive characteristics of EVOO, refute false beliefs and promote its healthy aspects. Consumers should be made aware of differences between olive oils, in order to properly evaluate and appreciate higher quality products, thereby enabling them to differentiate between EVOO and ROO. Indeed, there is also a wide scope for using health claims about EVOO, and even potential to start distinguishing between quality parameters (e.g., polyphenols contain and acidity levels) within this category. Therefore, it is fundamental for small and medium enterprises to undertake effective marketing strategies in order to highlight the added value of their products. This initiative should not be considered exclusively the task of official bodies, since it is also up to the cooperative companies to ensure that the benefits of their own products are conveyed to consumers. In this regard, the major challenge is to set up joint investments in the cooperative sector in order to gain competitive advantages.
