Consumers' Attitudes and Purchase Intention for a Vitamin-Enriched Extra Virgin Olive Oil

• Published in: Nutrients Vol. 14; no. 8; p. 1658
• Main Authors: Hamam, Manal, Di Vita, Giuseppe, Zanchini, Raffaele, Spina, Daniela, Raimondo, Maria, Pilato, Manuela, D'Amico, Mario
• Format: Journal Article
• Language: English
• Published: Switzerland MDPI AG 15.04.2022; MDPI
• Subjects: Antioxidants; Attitude; Clustering; Consumer Behavior; Consumers; consumers’ preferences; Data analysis; Data collection; Dietary minerals; Disease prevention; Edible oils; Enrichment; Factor analysis; Food industry; functional foods; Functional foods & nutraceuticals; healthy olive oil; Intention; Least squares method; Olive Oil; premium price; Purchase intention; Questionnaires; Research projects; Sampling techniques; Social networks; Statistical analysis; Vitamin D; vitaminized olive oil; Vitamins; Willingness to pay; consumers’ preferences; functional foods; healthy olive oil; willingness to pay; premium price; vitaminized olive oil
• ISSN: 2072-6643; 2072-6643
• DOI: 10.3390/nu14081658

This study aims to examine Italian consumer preferences for extra virgin olive oil (EVOO) enriched with vitamins and to analyze the key drivers that affect consumer choices for this product. Specifically, we assessed consumers' intention to purchase the enriched product compared to the conventional one. The methodology adopted inferential and multivariate statistical techniques: (1) exploratory factor analysis (EFA), (2) ordinary least squares regression (OLS) and (3) non-hierarchical clustering. This study appears to be the first research project related to exploring consumers' interest in an extra virgin olive oil enhanced with vitamins, thereby providing preliminary indications. The main results represent a significant starting point for the development of new marketing strategies for the food industry.