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Open AccessArticle

Segmenting Olive Oil Consumers Based on Consumption and Preferences toward Extrinsic, Intrinsic and Sensorial Attributes of Olive Oil

Department Economics and Rural Development, The Institute of Agriculture and Tourism, 52440 Poreč, Croatia
Sustainability 2020, 12(16), 6379; https://doi.org/10.3390/su12166379
Received: 30 June 2020 / Revised: 28 July 2020 / Accepted: 28 July 2020 / Published: 7 August 2020
(This article belongs to the Special Issue Food Choice and Consumer Preferences)
The aim of this paper was to identify and describe segments of a study population that consumes olive oil. Therefore, a survey was conducted in 2019 on a sample of 705 German and 175 UK consumers. In both samples, three consumer segments were identified. These three segments differed significantly with regard to purchase and consumption patterns, as well as attitudes toward the extrinsic, intrinsic, sensorial, and health attributes of olive oil. Their main preferences related to health properties of olive oil, followed by hedonic attributes; therefore, these aspects should be marketed in German markets. For UK consumers, validation of extrinsic attributes, such as region, micro-location, and protected designation of geographical origin (PDO), should be used in marketing campaigns in light of economic sustainability on local family farms and small and medium-sized enterprises (SMEs). Since UK consumers rely heavily on vendors’ recommendations, more effort should be made in the UK market to establish habits of consumption and an olive oil culture that would be sustainable in long-term time frames. View Full-Text
Keywords: consumers; segments; olive oil; attributes; Germany; UK consumers; segments; olive oil; attributes; Germany; UK
MDPI and ACS Style

Ilak Peršurić, A.S. Segmenting Olive Oil Consumers Based on Consumption and Preferences toward Extrinsic, Intrinsic and Sensorial Attributes of Olive Oil. Sustainability 2020, 12, 6379.

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