Profiling Tunisian olive oil Consumers based on the Environmental Sustainability value perception

Abstract

Most of the research works about consumer behavior toward olive oil are based on quality attributes and indicators. Consumption values have not been explored, especially for olive oil consumption. Thus, the present work proposes an analysis of the Tunisian consumer’s behavior towards olive oil, based on consumption values, especially environmental sustainability value since olive oil is typically a green and sustainable product. Drawing on the findings of a survey of a Tunisian household’s sample, an exploratory factor analysis reveals nine dimensions among olive oil consumption values. The most important is “Environmental sustainability value”. Based on these nine constructs of consumers values, a cluster analysis was performed and revealed three consumers groups, among which a group with about 25% of the simple, representing consumers with environmental sustainability concerns. In addition, to evaluate the impact of consumers value factors on olive oil purchase decision, a binomial logistic regression is proposed and reveals that "Environmental sustainability value" have a positive and statistically significant impact on olive oil purchase.