Consumers (Dis)Preference for Bitterness in Extra Virgin Olive Oil: A Field Experiment

International Journal on Food System Dynamics Pub Date : 2020-02-14 DOI:10.18461/IJFSD.V11I1.36

F. Caracciolo, C. Cavallo, T. Giudice, T. Panico, R. Vecchio, G. Cicia

引用次数: 13

Abstract

Globally, bitterness in food is not a preferred attribute by consumers, for several reasons. In the case of Extra Virgin Olive Oil its presence is fundamental as it is a healthiness indicator, being strictly linked to the antioxidant content. The current study aimed to assess the extent of Italian consumers’ preferences for bitterness taste of Extra Virgin Olive Oil. Real choices made by shoppers at the store shelf of a hypermarket were recorded and then compared with the selected Extra Virgin Olive Oil sensory profiles evaluated by a professional panel. Findings reveal that bitterness exerts a negative willingness to pay equal to -1.18 €/liter. Furthermore, consumers tend to overestimate the perception of Extra Virgin Olive Oil bitterness compared to sensory experts. Results provide new evidences of consumer preferences for sweet sensory profile of Extra Virgin Olive Oil and bitter aversion.

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消费者(非)偏爱特级初榨橄榄油的苦味:一项实地试验

在全球范围内，由于几个原因，消费者不喜欢食物中的苦味。就特级初榨橄榄油而言，它的存在是至关重要的，因为它是一种健康指标，与抗氧化剂含量严格相关。目前的研究旨在评估意大利消费者对特级初榨橄榄油苦味的偏好程度。顾客在大型超市货架上的真实选择被记录下来，然后与专业小组评估的精选特级初榨橄榄油感官特征进行比较。研究结果显示，苦味会产生负的支付意愿，相当于每升-1.18欧元。此外，与感官专家相比，消费者往往高估了对特级初榨橄榄油苦味的感知。结果为消费者对特级初榨橄榄油的甜味感官偏好和苦味厌恶提供了新的证据。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal on Food System Dynamics Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)

CiteScore

1.60

自引率

0.00%

发文量

期刊介绍： Understanding the development of the food system requires a system view that captures the complexity of the system and its many interrelationships with its economic, social and natural environments. The Journal accepts and offers papers within this broad range of issues focussing on the management, policy, marketing, consumer aspects, transparency, e-commerce, institutional or regional development, information and communication systems, ressource economics, production economics, chain management, network economics, and similar aspects. Papers may focus on modeling, empirical research or theoretical analyis. This broad range of publication opportunities asks authors to follow clear lines of arguments and to present arguments in a convincing way that avoids unnecessary complexities of model formulations if not relevant for the support of arguments. The publication of scientific articles is complemented by a number of sections that provide room for publications with a more specific focus: ''Case studies'': A section on case studies of the ''Harvard Type'' allows the publication of studies that might build on established scientific methodology but demonstrate its use in ceratin decision environments. Case studies might be complemented by ''teaching cases'' that are kept on a database outside the journal but accessible to readers on approval by authors. ''Research Forum'': It allows to discuss newly emerging research challenges or to contribute to ongoing scientific discussions on research problems. In addition, authors might initiate a discussion on issues brought up by articles published in the journal. ''Research Notes'': It provides room for specific shorter scientific contributions with a narrow scope.