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Consumer Perceptions of 100% Pure Olive Oil: Implications for Marketing

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  • John L. Stanton

    (Department of Food Marketing, Saint Joseph's University, Philadelphia, PA, USA)

  • Ekaterina Salnikova

    (Saint Joseph's University, Philadelphia, PA, USA)

Abstract

The purpose of this study is to understand what American consumers believe is 100% pure olive oil. The study is an extension to previous work done but includes the analysis of the perceptions of pomace olive oil and 100% Pure Olive Oil. This research includes a survey of 200 consumers on a national basis. The results indicate that consumers have little understanding of olive oil in general but they specifically believe that 100% olive oil must be made only from olives by can be made from any parts of the olive fruit. A significant number of consumers believed that olive oil from pomace is 100% sure olive oil.

Suggested Citation

  • John L. Stanton & Ekaterina Salnikova, 2016. "Consumer Perceptions of 100% Pure Olive Oil: Implications for Marketing," International Journal of Food and Beverage Manufacturing and Business Models (IJFBMBM), IGI Global, vol. 1(1), pages 40-47, January.
    • Handle: RePEc:igg:jfbmbm:v:1:y:2016:i:1:p:40-47
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