Testing consumers' acceptance for an extra-virgin olive oil with a naturally increased content in polyphenols: The case of ultrasounds extraction. (June 2020)

• Record Type: Journal Article
• Authors: Roselli, L.; Cicia, G.; Del Giudice, T.; Cavallo, C.; Vecchio, R.; Carfora, V.; Caso, D.; Sardaro, R.; Carlucci, D.; De Gennaro, B.
• Is Part Of: Journal of functional foods. Volume 69(2020)
• Publication Date: 2020-06
• Subjects: Traditional food product -- Clustering of consumers -- EVOO polyphenols -- Innovative food products -- Latent Class Model; Functional foods -- Analysis -- Periodicals; Food -- Biotechnology -- Periodicals; Nutrition -- Periodicals; 613.2
• DOI: 10.1016/j.jff.2020.103940
• Languages: English
• ISSNs: 1756-4646

Abstract

Graphical abstract: Highlights: Reactions of consumers toward innovations in traditional food products are heterogenous. About one third of respondents appeared to highly appreciate extraction by ultrasounds. Consumers' acceptance is dependent on whether the consumers perceive the innovation as useful. The market success of the innovative EVOO appears to be supported by one cluster of consumers. Abstract: Innovation is fundamental for all agri-food companies to increase competitiveness. Being extra-virgin olive oil (EVOO) a traditional food product (TFP), the main obstacle to innovation is its traditional nature. This study evaluated consumers' acceptance for an EVOO with a naturally increased content of poliphenols, as it has been extracted through ultrasounds. This product has been compared with a set of emerging innovations that may be introduced in the next future. To this end, a choice experiment was carried out bent on the estimation of a Latent Class Model (LCM). A nationally-representative sample of EVOO consumers were involved in a web-based interview. The LCM analysis highlighted three segments of consumers: (1) innovative; (2) traditionalist; (3) cautious . Results showed that there is cluster of consumers willing to accept this innovation, therefore its introduction on the market appears to be possibly successful.