Table 5 Perceptions associated with... | Emerald Publishing

Table 5

Perceptions associated with origin

Origin	Theme	Perceptions
Origin	Theme	USA	Japan
Domestic	Sustainability		Social
	Sustainability		“I feel the same way: I want to buy and support products made in Japan.”
	Quality	Low quality	High quality
		“I'd feel more comfortable buying it from a brand that gets its olives from these [European] countries, rather than from a country where they're not originally grown.”	“I believe that nationally produced ones are preferable.”
			Food safety
			“(…) there are certain hygiene standards that Japanese products exceed compared to foreign ones.”
Foreign (European)	Quality	High quality	High quality
Foreign (European)	Quality	“First of all, it's Italian. (…) When I choose my olive oils, I prefer where they come from because of the flavour.”	“(…) in places like Spain or Italy, olive oil is widely used. So, in that sense, I considered those countries [as a sign of quality].”

Origin	Theme	Perceptions
Origin	Theme	USA	Japan
Domestic	Sustainability		Social
	Sustainability		“I feel the same way: I want to buy and support products made in Japan.”
	Quality	Low quality	High quality
		“I'd feel more comfortable buying it from a brand that gets its olives from these [European] countries, rather than from a country where they're not originally grown.”	“I believe that nationally produced ones are preferable.”
			Food safety
			“(…) there are certain hygiene standards that Japanese products exceed compared to foreign ones.”
Foreign (European)	Quality	High quality	High quality
Foreign (European)	Quality	“First of all, it's Italian. (…) When I choose my olive oils, I prefer where they come from because of the flavour.”	“(…) in places like Spain or Italy, olive oil is widely used. So, in that sense, I considered those countries [as a sign of quality].”

Source(s): Authors’ own work