Consumers’ preferences investigation for extra virgin olive oil basing on conjoint analysis

The present work is aimed to analyse extra virgin olive oil (EVOO) consumers’ preferences, identifying those attributes that more influence consumers’ choices. In order to reach this goal, a conjoint analysis was implemented. Furthermore, the study evaluates the influence of standard and healthy characteristic on consumers preferences, such as the presence of EVOO’s natural antioxidant compounds (polyphenols). Firstly, an explorative survey was carried out, in order to investigate the EVOO market. Basing on results obtained through explorative survey, a web-based questionnaire was realized using Survey Analytics software. Results show that the most important consumers’ attributes are: country of origin, label’s information, polyphenol’s presence.

Il presente lavoro ha l’obiettivo di analizzare le preferenze del consumatore per il prodotto olio extravergine d’oliva (OEVO), individuando quali attributi hanno influenzato maggiormente le scelte dei consumatori; a tale scopo è stata usata la conjoint analysis. Inoltre lo studio valuta come le caratteristiche standard e salutistiche incidano sulle preferenze del consumatore, come la presenza di antiossidanti naturali dell’olio (polifenoli). È stata condotta un'indagine esplorativa mirata alla comprensione dell’offerta esistente di olio extravergine d’oliva. Sulla base dei risultati ottenuti è stato poi predisposto un questionario, somministrato on-line per mezzo del software Survey Analytics. I risultati mostrano come gli attributi più rilevanti per il consumatore siano: paese d’origine, informazioni in etichetta, presenza di polifenoli.

Parole chiave:Preferenze del consumatore, OEVO, conjoint analysis, composti nutraceutici, valore salutistico, attributi

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Barbara Cafarelli, Piermichele La Sala, Giustina Pellegrini, Mariantonietta Fiore, Consumers’ preferences investigation for extra virgin olive oil basing on conjoint analysis in "RIVISTA DI STUDI SULLA SOSTENIBILITA'" 1/2017, pp 203-218, DOI: 10.3280/RISS2017-001013