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Sustainability labels on olive oil: A review on consumer attitudes and behavior

Author

Listed:
  • Yamna Erraach

    (Innov'com, Sup'com, University of Carthage Ariana, Tunis, Tunisia)

  • Fatma Jaafer

    (UCAR - Université de Carthage (Tunisie))

  • Ivana Radić

    (UMR MoISA - Montpellier Interdisciplinary center on Sustainable Agri-food systems (Social and nutritional sciences) - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - IRD - Institut de Recherche pour le Développement - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement - Institut Agro - Montpellier SupAgro - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement)

  • Mechthild Donner

    (UMR MoISA - Montpellier Interdisciplinary center on Sustainable Agri-food systems (Social and nutritional sciences) - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - IRD - Institut de Recherche pour le Développement - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement - Institut Agro - Montpellier SupAgro - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement)

Abstract

Product labeling is a way to inform consumers and increase their awareness about sustainability attributes of products. It guarantees the use of specific production conditions, promotes market incentives and highlights environmental, social and/or ethical product attributes. This study provides a literature review of sustainability labels on olive oil including consumer attitudes and behavior towards this product. Results show that consumers have positive attitudes towards olive oil carrying sustainability labels and are willing to pay more for olive oil carrying those labels. However, the major drivers of this behavior are far from being related to sustainability. This insight jeopardizes the main objective of those labels and suggests more clarifications about the information delivered by them. More in-depth investigations are needed about the drivers of consumer behavior towards olive oil carrying sustainability labels.

Suggested Citation

  • Yamna Erraach & Fatma Jaafer & Ivana Radić & Mechthild Donner, 2021. "Sustainability labels on olive oil: A review on consumer attitudes and behavior," Post-Print hal-03476649, HAL.
    • Handle: RePEc:hal:journl:hal-03476649
    DOI: 10.3390/su132112310
    Note: View the original document on HAL open archive server: https://hal.inrae.fr/hal-03476649
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    Citations

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    Cited by:

    1. Anderson Rei Galvão & Carla Susana Marques & Carla Mascarenhas & Vitor Braga & Rita Pereira, 2021. "Motivations and Barriers for the Sustainable Internationalization of the Portuguese Textile Sector," Sustainability, MDPI, vol. 13(23), pages 1-16, November.
    2. Rizal Edy Halim & Shinta Rahmani & Gita Gayatri & Asnan Furinto & Yudi Sutarso, 2022. "The Effectiveness of Product Sustainability Claims to Mitigate Negative Electronic Word of Mouth (N-eWOM)," Sustainability, MDPI, vol. 14(5), pages 1-18, February.
    3. Faustine Régnier & Anne-Laure Dalstein & Clémence Rouballay & Louis Chauvel, 2022. "Eating in Season—A Lever of Sustainability? An Interview Study on the Social Perception of Seasonal Consumption," Sustainability, MDPI, vol. 14(9), pages 1-23, April.
    4. Groth, Carolin & Wegmann, Christoph & Meyerding, Stephan G.H., 2023. "Perception of product sustainability: The case of processed tomatoes – A qualitative study in Germany," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    5. Luis Pérez y Pérez & Azucena Gracia, 2023. "Consumer Preferences for Olive Oil in Spain: A Best-Worst Scaling Approach," Sustainability, MDPI, vol. 15(14), pages 1-14, July.

    More about this item

    Keywords

    olive oil; attitudes; consumer behavior; sustainability; labels;
    All these keywords.

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