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False Barriers in the Purchase of Organic Foods. The Case of Extra Virgin Olive Oil in Spain

Author

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  • Francisco José Torres-Ruiz

    (Campus Las Lagunillas, University of Jaén, s/n, 23071 Jaén, Spain)

  • Manuela Vega-Zamora

    (Campus Las Lagunillas, University of Jaén, s/n, 23071 Jaén, Spain)

  • Manuel Parras-Rosa

    (Campus Las Lagunillas, University of Jaén, s/n, 23071 Jaén, Spain)

Abstract

Although Spain is the world’s top organic extra virgin olive oil (OEVOO) producer, domestic consumption is low. Most of the OEVOO produced is destined for external markets. As access to these markets is rife with challenges, developing internal demand has become a matter of utmost importance. Therefore, the general objective of this study is to analyse what is limiting OEVOO consumption levels in Spain. Although a review of the literature reveals some potential explanatory factors, this study analyses the relationship between consumption levels and the limiting factors perceived by consumers. The main novelty of the study is that these limiting factors are divided into two distinct dimensions: difficulties perceived by consumers in the purchase of OEVOO, and the impact of these on their buying behaviour. Based on the results of a survey of 793 people, this distinction throws up a clear paradox: although practically all the factors considered as difficulties are perceived to exist, these do not appear to fully explain the decision not to purchase the product. The suggested explanation for this is simply that the “organic” attribute or label is not highly valued or appreciated by Spanish consumers. Considering the quantitative significance of the group of non-consumers in the population, promoting social and environmental awareness emerges as the best strategy to improve the public’s appreciation of the organic label and boost internal demand.

Suggested Citation

  • Francisco José Torres-Ruiz & Manuela Vega-Zamora & Manuel Parras-Rosa, 2018. "False Barriers in the Purchase of Organic Foods. The Case of Extra Virgin Olive Oil in Spain," Sustainability, MDPI, vol. 10(2), pages 1-14, February.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:2:p:461-:d:131106
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    References listed on IDEAS

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    Cited by:

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    3. Ballco, Petjon & Gracia, Azucena, 2020. "Do market prices correspond with consumer demands? Combining market valuation and consumer utility for extra virgin olive oil quality attributes in a traditional producing country," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    4. Kristia Kristia & Sándor Kovács & Zoltán Bács & Mohammad Fazle Rabbi, 2023. "A Bibliometric Analysis of Sustainable Food Consumption: Historical Evolution, Dominant Topics and Trends," Sustainability, MDPI, vol. 15(11), pages 1-24, June.
    5. Andreas Aigner & Robert Wilken & Sylvie Geisendorf, 2019. "The Effectiveness of Promotional Cues for Organic Products in the German Retail Market," Sustainability, MDPI, vol. 11(24), pages 1-15, December.
    6. Manuela Vega-Zamora & Manuel Parras-Rosa & Francisco José Torres-Ruiz, 2020. "You Are What You Eat: The Relationship between Values and Organic Food Consumption," Sustainability, MDPI, vol. 12(9), pages 1-13, May.
    7. Yamna Erraach & Fatma Jaafer & Ivana Radić & Mechthild Donner, 2021. "Sustainability Labels on Olive Oil: A Review on Consumer Attitudes and Behavior," Sustainability, MDPI, vol. 13(21), pages 1-23, November.

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