IDEAS home Printed from
   My bibliography  Save this paper

Exploring Japanese olive oil consumer behavior


  • Mtimet, Nadhem
  • Kashiwagi, Kenichi
  • Zaibet, Lokman
  • Masakazu, N.


During the last two decades, olive oil consumption in Japan is showing an increasing trend due to dietary and health concerns. Traditional olive oil producer and exporter countries such as Italy, Spain and Tunisia have interest to reinforce and to increase their penetration in the Japanese market. This study examines Japanese olive oil consumer behaviour by the use of the conjoint analysis technique. Five attributes have been chosen to design the experiment: region of origin, price, olive oil type, taste and colour. Two models have been estimated where the price variable was introduced in its discrete form in the first model and in its linear and quadratic from in the second model. In a second step, consumer segmentation was undertaken based on consumption frequencies. Two groups have been identified: “heavy consumers” and “light or potential consumers”. The main results indicate the importance of the selected variables in Japanese olive oil consumer' choice. Olive oil with Mediterranean or Tunisian origin has higher probabilities to be chosen than Italian or Spanish one. Japanese consumers prefer a green with bland taste olive oil. Concerning olive oil type, results indicate that refined olive oil has more probability to be chosen than virgin or extra-virgin one, indicating low awareness of Japanese consumers about olive oil. The price variable estimates have shown a convex utility curve indicating a decrease of consumers’ utility when price increases till a maximum price. Above that price, consumers’ utility increase indicating in that case that olive oil is considered as a luxurious product. Differences as well as similarities have been detected among consumer segments.

Suggested Citation

  • Mtimet, Nadhem & Kashiwagi, Kenichi & Zaibet, Lokman & Masakazu, N., 2008. "Exploring Japanese olive oil consumer behavior," 2008 International Congress, August 26-29, 2008, Ghent, Belgium 44457, European Association of Agricultural Economists.
  • Handle: RePEc:ags:eaae08:44457

    Download full text from publisher

    File URL:
    Download Restriction: no

    References listed on IDEAS

    1. Ronald W. Ward & Julian Briz & Isabel de Felipe, 2003. "Competing supplies of olive oil in the German market: An application of multinomial logit models," Agribusiness, John Wiley & Sons, Ltd., vol. 19(3), pages 393-406.
    2. Green, Paul E & Srinivasan, V, 1978. " Conjoint Analysis in Consumer Research: Issues and Outlook," Journal of Consumer Research, Oxford University Press, vol. 5(2), pages 103-123, Se.
    3. Kelvin J. Lancaster, 1966. "A New Approach to Consumer Theory," Journal of Political Economy, University of Chicago Press, vol. 74, pages 132-132.
    4. Samir Mili & Manuel Rodríguez Zúñiga, 2001. "Exploring future developments in international olive oil trade and marketing: A Spanish perspective," Agribusiness, John Wiley & Sons, Ltd., vol. 17(3), pages 397-415.
    Full references (including those not matched with items on IDEAS)


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    Cited by:

    1. Sandro Sillani & Alessandro Esposito & Teresa Del Giudice & Francesco Caracciolo, 2014. "Le preferenze dei consumatori della provincia di Trieste per l’olio extra vergine di oliva d’alta gamma," ECONOMIA AGRO-ALIMENTARE, FrancoAngeli Editore, vol. 16(1), pages 139-155.

    More about this item


    Olive oil; Japan; consumer behavior; Consumer/Household Economics;

    NEP fields

    This paper has been announced in the following NEP Reports:


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:eaae08:44457. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.