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This study aims to identify the effect of selected agro-industrial factors associated with the olive oil phenolic composition, total phenolic content (TPC), antioxidant capacity and oxidative stability index (OSI). The study also aims to assess the relationship between the quality indices and each of the individual phenol, TPC, antioxidant capacity and OSI.

Olive oil samples (n=108) were collected from Lebanese northern (Akkar and Zgharta-Koura) and southern (Hasbaya and Jezzine) regions, at three harvesting times (early, intermediate, late) and using different types of mills (traditional, sinolea, two- and three-phase decanters). The samples were analyzed using official standard methods.

The highest TPC, antioxidant capacity and OSI were obtained in early harvested olive oil, using two-phase decanters for TPC and three-phase decanters for antioxidant capacity and OSI. A prediction model, including the free acidity, K232, TPC, C18:2, C18:0, tyrosol and apigenin, was obtained; it allowed to predict very highly significantly the OSI (p < 0.001). Apigenin, tyrosol and C18:2 recorded the highest standardized coefficients (ß^+= 0.35) and thus had the highest influence on OSI. As per antioxidant capacity of olive oil, another very highly statistically significant prediction model was constructed (p < 0.001). It included only two predictors, oleacein and TPC, with the latter having the most influence (ß^+= 0.37).

The overall results highlighted the detrimental effects of agro-industrial factors on olive oil chemical composition, and this contributes significantly to improve olive oil’s quality and characteristics, which are important for the product economical and nutritional values.

Investigate the behaviour and the habits of the consumers from central-southern Italy in relation to extra olive oil consumption, focussing on the impact of protected designation of origin (PDO) and EU–organic certification on purchase intention and quality perception.

A specific questionnaire was submitted to 160 consumers; a subsample of ten experts, ten semi-experts and ten habitual consumers of olive oil tested, through a blind test first and a normal one then, three Italian samples: an extra-virgin olive oil (EVOO) without certification, an organic EVOO and a PDO EVOO, which were characterised also from a chemical-physical point of view. The answers provided during the tastings were statistically analysed and compared.

People interviewed prefer local olive oils; they are positively influenced by PDO/organic certification, while price is not a decisive factor on the purchasing choices. According to tasting panel results: experts gave consistent answers preferring organic olive oil, semi-experts are positively influenced by the PDO brand contrary to what they claimed; non-experts would buy EVOO, although they are positively influenced by the PDO brand and negatively by the organic certification.

Only knowledge and experience can aid consumers make consistent and aware choices. Information campaigns could help them to distinguish products, correctly identify food attributes and overcome their scepticism towards quality of organic products.

Few works investigated the impact of quality and sustainability labelling on perception of olive oils, valuing the consistency between answers provided before and after sensory assessments.

The price of extra virgin olive oil (EVOO) is highly subjected to variability. In this way, the consumer is not able to perceive a price of reference. The purpose of this paper is to investigate this topic, trying to define a range suitable for the selling of EVOO.

A mathematical model is applied to the three price levels (i.e. production, intermediate and selling). It studies the relationship among main variables: purchase cost of olives, the production cost of olive oil, the yield of olives obtained by the technological process and the profit margin. To define the input data, 25 producers of olives and 25 owners of olive oil mills are involved.

The production of EVOO depends strictly on the production of olives, which typically is subdivided in a year of “high production” and in a year of “low production.” The price of EVOO is subjected to a great variability; however, it is possible to propose a range that varies from €7.0 per liter to €8.7 per liter.

The level of acidity influences significantly the quality of olive oil, and this model has the limit to not analyze the variation of the price in function of this parameter.

This study is the first to propose a pricing model to evaluate EVOO. The literature section supports this assumption.

Focused on the olive oil sector in Chile which is a non-traditional market (both in production and consumption), the purpose of this paper is to determine the implicit value of the most relevant attributes of olive oil on the final price charged by supermarkets to consumers through the hedonic pricing methodology.

Field work was carried out between September and October 2012 in 12 supermarkets belonging to the four most important Chilean retail chains. A log-linear price-attribute function was used to estimate the hedonic price function. The sample included 248 observations olive oil prices available to consumers in the leading supermarkets in the city of Chillán (Chile).

The model estimation results led to the observation that the attributes that most positively influenced final price are oil acidity level, tin can container of imported oil, and origin. On the other hand, the attributes that most negatively influenced final consumer price are retailer house brand and plastic container.

A limitation of this study is associated with the geographic area where it was carried out, that is, the city of Chillán in the Bío-Bío Region, which is the second largest region and accounts for 12 per cent of the total population. Further research should include other cities such as Santiago (capital), Concepción, Curicó and Valparaíso.

This study can be considered as a first approximation of a hedonic pricing model estimation for olive oil in non-traditional markets like Chile, which is considered an emerging market.

Experimental tourism can be understood as a new trend in tourist demand. Tourists want to experiment with lifestyles in different places. The information society shows how and where the best products are cultivated and is linked to how the quality of life should be. Nowadays, we are intended to know more and better things, both tangible and intangible, and new technologies show them to us immediately. One intends to live these opportunities as soon as they can.

From the experimental point of view Olive Oil Tourism (Oleotourism) emerges from the olive oil consumer’s interest in learning about the production process, so they can discover a lifestyle associated to this product. This research begins with an exploration of tourists’ motivations. Then, focusing on these consumers, this work has different targets: first, to assess how consumers perceive intangible aspects of olive oil and, second, to forecast the potential demand for oleotourism.

The development of tourism is the result of tourist entrepreneurs that react to the pre-existing demand/opportunity by identifying it in the tourist market.

The consumer’s experience is important, but touristic trends are changing. The importance of olive oil may grow in the future because the nutrition benefits are known by all countries. The natural experience around olive oil will drive it to other stakeholders.

It is very early to recognize if the olive oil tourism industry is economically interesting, and whether innovative offers can be created based in olive oil and the lifestyle in rural areas.

The local development around olive oil tourism could be a potential complement with the principal activities, which are usually agricultural activities, farmer interests and local and historical heritage. This is a means to foresee the plausible impacts of the development of oleotourism on tourist destinations, for which oleotourism might become a competitive advantage based on an agri-food product with many intangible profits: olive oil.

This is the first opportunity to learn about the personal interest of the consumer regarding olive oil. They give us the opportunity to know if the institutional offer about new destinations based on olive oil tourism will have a chance or will it be an economic complement with the principal activities.

Over the last years, the olive oil produced in the Mediterranean countries has obtained growing success in international markets. Olive oil has benefited from the growing appetite of European and World consumers for products that are part of the so-called Mediterranean diet. For centuries, the olive crops were vital for communities that have occupied the territories bordering the Mediterranean Sea. Despite this long historical drive, this chapter analyses changes that took place since the Second World War. It is recognized that in the decades that followed the end of the war the transformation of western agriculture and rural societies together with commercial and cultural transnational connections have accelerated. Even in peripheral areas, such as Portugal, different processes of globalization have developed, making it necessary to identify the mechanisms that have established the connections to distant territories. Focused on the Portuguese case, this chapter examines how olive oil has contributed to inserting this peripheral territory in the global trade network. A path analysis of this crop is used as a lens to observe how various factors (political, ecological, technical, commercial, social and institutional) have been combined to inhibit or stimulate the inclusion of these rural territories in the dynamics of globalization.

Since the dawn of the civilizations that olive has been playing a critical role on both the society and the economy. Indeed, one can argue that olive and olive oil were as critical as they shaped a form of culture, a seminal pillar that supported the Mediterranean civilizations and that has since then spread worldwide, influencing others. As waves and tides, the use of olive and olive oil has certainly met low points, to the extent that its use even became to be considered old fashioned more recently, when the traditional Mediterranean food and culture started to be jeopardized by very different modern ways of living. Nevertheless, despite defying challenging conditions, stubbornly as always, the Mediterranean diet not only continues to prevail, but keeps granting the admiration of diverse strands of the society and science, being notoriously evident the set of recent research that points to its health benefits, having olive oil as the cornerstone, a vegetable fat, considered to be highly healthy, as it enhances the control of important health indicators, such as the bad cholesterol, serving for nutritional and therapeutic uses, and preventing the occurrence of a number of diseases, including cardiovascular problems and some forms of cancer.

Taking into consideration this framework, the research presented in this book is focused on the examination of the main trends on olive and olive oil in the Iberian Peninsula, from production to retail and consumption, by analyzing several data sets covering recent decades. In terms of findings for more recent years, it was possible to conclude that despite the increasing recognition of the benefits of olive and olive oil by the society, and despite the increase in olive production, the consumption of olive oil has been decreasing internally, being replaced by increases in exports. This is most probably due to the economic conditions that have deteriorated due to the 2008’s financial crisis, which, together with an increase in olive oil prices, has prevented a considerable portion of the population to have financial conditions to access to the consumption of such an important component of the Mediterranean diet.

Urban metropolitan consumers react to the different qualitative categorizations of the product thus creating homogeneous market segments. The aim of this paper is to identify specific market segments which allow for the definition of homogeneous olive oil consumer targets.

This study was based on the stated preferences of consumers and emphasizes the role that different quality scales of olive oil have in the eye of the consumer. The data, collected through a questionnaire, were analysed by means of inferential and multivariate statistics techniques, that is, the study specifically entailed a factorial and cluster analysis.

This paper explores olive oil market segments broken down by the different quality levels of existing products, thus trying to identify main consumer preferences. Our outcomes suggest the existence of three main quality classes of olive oil consumer: basic, popular and premium.

Even though we gathered data and information from a broad sample, the study does not fully reflect the average Italian population since we based our study on a convenience sample of northern Italian consumers. A more extended sample is needed to test our hypothesis in other regional areas.

The outcomes derived from this study provide useful insights both for marketers and olive oil producers by allowing more efficient strategic decisions in terms of product segmentation.

This study, aimed at matching olive oil market segments and consumer preferences, shows the existence of three well-defined quality classes of olive oil consumer: basic, popular and premium. In addition, this study ascertains for the first time how the attitude towards local products is positively influenced by family origin as a result of an inter-generational attitude.

The objective of this paper is to analyse the elements that influence Spain's reputation among Chinese consumers, and to evaluate to what extent this country's reputation has an impact on their perceived quality of Spanish olive oil (SOO) and their intentions to purchase and recommend SOO.

This study was carried out by surveying 399 potential olive oil consumers in China (256 of whom were familiar with olive oil and 143 of whom had no previous familiarity with the product, although they stated their intentions to consume it). The proposed hypotheses were tested using covariance-based structural equation modelling (CB-SEM).

The results show that: (1) Spain's reputation among Chinese consumers can be principally explained by its appealing environment and advanced economy; (2) reputation does not have a direct impact on intentions to purchase and recommend SOO (summary construct effect), but rather has an indirect impact thanks to the perceived quality of SOO (halo effect), and (3) familiarity with olive oil moderates these relationships.

No previous study has analysed this question for this food product category (olive oil), country of origin (Spain) and target market (China). This study, therefore, provides new empirical evidence regarding the formation process of Spain's reputation among Chinese olive oil consumers and the effect of the country of origin on the Chinese olive oil market. These results provide countries' policymakers with criteria for competitive country reputation management.

This paper attempts to determine effective push‐pull marketing strategies concerning olive oil in Greece, based on the analysis of consumers' and distributors' values and the comparison of importance that each group gives to different product characteristics.

In this paper, multicriteria analysis is used in order to identify olive oil market segments and the factors that affect the purchase behaviour of olive oil consumers. Consumers' preferences, attitudes and perceptions with regard to special characteristics of olive oil such as quality, packaging, image, odour, colour, etc. are explored. In addition, description and analysis of the marketing channels of olive oil in Greece is presented. Finally, consumers' preferences are compared to the judgments of distributors in order to identify useful similarities‐dissimilarities in their perceptions and attitudes, concerning the attributes of the product.

The study of the olive oil market in Greece shows the importance of the product for the Greek market. Findings also suggest that the olive oil market in Greece is very complex. The qualitative analysis shows that perceived quality is the only attribute of the product that is considered very important for both consumers and distributors. In addition, perceptual maps can be a useful tool for the comparative analysis of preferences between consumers and distributors.

The paper identifies key factors that influence the behaviour of Greek consumers and distributors regarding olive oil purchases. These factors and the comparison between the two groups have a great influence on the marketing decisions of agricultural products and food industry in general.