Table 4 Profiling consumer olive oil... | Emerald Publishing

Table 4

Profiling consumer olive oil preferences

	Description	Purchase drivers	Demographic characteristics
Health-conscious eco-advocates	Consumers highly conscious of health and sustainability. They prioritize olive oil's health benefits and avoid products linked to pollution. They also seek detailed product information and are open to food exploration	Health benefits (cholesterol regulation, nutrition) Environmental awareness (avoid pollution-linked products) Need for transparency (detailed product information) Willingness to explore healthier alternatives	Age Group: Young (51.02%); and Middle-aged (42.86%) Gender: Mostly Female (89.80%) Education Level: High (University or above - 46.94%) Income Level: High (44.90%)
Value seekers	Organized and practical consumers who focus on efficiency and value in food purchases. They emphasize structured meal planning, special offers, and affordability, considering sustainability only when budget allows	Meal planning and structured food purchases Price comparison and budget optimization Occasional sustainability considerations when aligned with affordability	Age Group: Mostly Young (62.30%) Gender: Mostly Female (67.21%) Education Level: Diverse (University - 42.62%, High school or elementary–remainder) Income Level: Middle (73.77%)
Quality-focused traditionalists	Quality-driven consumers who emphasize taste and tradition. They prefer familiar, high-quality olive oil brands and are less experimental. While sustainability matters, it is secondary to product quality	Emphasis on taste and high product quality Preference for familiar brands and traditional food choices Moderate environmental concern, but secondary to quality and taste Low willingness to try new food options	Age Group: Mostly Middle-aged (55.17%) Gender: Mostly Female(65.52%) Education Level: Medium (High school - 51.72%) Income Level: Middle (58.62%)
Price-sensitive consumers	Highly price-sensitive consumers who seek discounts and compare prices before purchasing. They occasionally consider sustainability but prioritize affordability	Strong focus on cost-saving and finding the best deals High sensitivity to price fluctuations Some awareness of sustainability but not a primary motivator Eco-friendly choices made only if they are cost-effective	Age Group: Mostly Middle-aged (53.16%) Gender: Mostly Male (68.35%) Education Level: Low (Elementary - 45.57%) Income Level: Low and Middle (6.33% low, 72.15% middle)

	Description	Purchase drivers	Demographic characteristics
Health-consciouseco-advocates	Consumers highly conscious of health and sustainability. They prioritize olive oil's health benefits and avoid products linked to pollution. They also seek detailed product information and are open to food exploration	Health benefits (cholesterol regulation, nutrition) Environmental awareness (avoid pollution-linked products) Need for transparency (detailed product information) Willingness to explore healthier alternatives	Age Group: Young (51.02%); and Middle-aged (42.86%) Gender: Mostly Female (89.80%) Education Level: High (University or above - 46.94%) Income Level: High (44.90%)
Value seekers	Organized and practical consumers who focus on efficiency and value in food purchases. They emphasize structured meal planning, special offers, and affordability, considering sustainability only when budget allows	Meal planning and structured food purchases Price comparison and budget optimization Occasional sustainability considerations when aligned with affordability	Age Group: Mostly Young (62.30%) Gender: Mostly Female (67.21%) Education Level: Diverse (University - 42.62%, High school or elementary–remainder) Income Level: Middle (73.77%)
Quality-focused traditionalists	Quality-driven consumers who emphasize taste and tradition. They prefer familiar, high-quality olive oil brands and are less experimental. While sustainability matters, it is secondary to product quality	Emphasis on taste and high product quality Preference for familiar brands and traditional food choices Moderate environmental concern, but secondary to quality and taste Low willingness to try new food options	Age Group: Mostly Middle-aged (55.17%) Gender: Mostly Female(65.52%) Education Level: Medium (High school - 51.72%) Income Level: Middle (58.62%)
Price-sensitive consumers	Highly price-sensitive consumers who seek discounts and compare prices before purchasing. They occasionally consider sustainability but prioritize affordability	Strong focus on cost-saving and finding the best deals High sensitivity to price fluctuations Some awareness of sustainability but not a primary motivator Eco-friendly choices made only if they are cost-effective	Age Group: Mostly Middle-aged (53.16%) Gender: Mostly Male (68.35%) Education Level: Low (Elementary - 45.57%) Income Level: Low and Middle (6.33% low, 72.15% middle)

Source(s): Authors’ own work