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

John L. Stanton and Ekaterina Salnikova
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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

International Journal of Food and Beverage Manufacturing and Business Models (IJFBMBM), 2016, vol. 1, issue 1, 40-47

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.

Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jfbmbm:v:1:y:2016:i:1:p:40-47

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International Journal of Food and Beverage Manufacturing and Business Models (IJFBMBM) is currently edited by Constantin Zopounidis

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