Means-end chains analysis of extra virgin olive oil purchase and consumption behavior

Consumption and purchase behavior towards extra virgin olive oil are not well understood in the US. Soft laddering interviews were conducted with 63 Northern California consumers and means-end chains analysis on the interview data revealed common grounds of consumption and buying motivations for three different a priori defined consumer segments. Consumption motivational structures were more similar across the different consumer segments than purchasing ones. Consumers who purchased only local extra virgin olive oil had simpler perceptual orientations than consumers who purchased imported extra virgin olive oils or both imported and local oils. Several different consumer values could be associated with consequences that were linked to just one attribute. On the other hand, one particular value could also be associated with a few different attributes. These findings provide opportunities for the olive oil industry to design products that will better satisfy consumer values and needs.

Research highlights► Attributes, consequences and values driving olive oil purchase and consumption were identified. ► Laddering interview and means-end chains techniques are powerful consumer research tools. ► Both sensory and non-sensory factors influence purchase and consumption of olive oil. ► Olive oil consumers can be classified based on oil origin (imported, domestic, or both). ► Extra virgin olive oil functions both as a low and high involvement product.