دانلود رایگان مقاله انگلیسی اثرات انسانی و محیطی بر تصمیم گیری مصرف کننده در بازار محصولات زراعی - الزویر 2018

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 towards 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 are core to shape consumers' attitude towards ROO and also influence attitude towards the own product. Meanwhile, healthy shopping habits affect mainly attitude towards EVOO and the perceived value of private brands influences attitude towards ROO.

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.