Communicating the health value of extra-virgin olive oil: an investigation of consumers' responses to health claims

Abstract

PurposeThis research investigates the effectiveness of the four health claims that the European Union (EU) authorized for extra-virgin olive oil (EVOO) in terms of perceived text clarity, text interestingness, message credibility and information diagnosticity, along with the claims' effect on product attractiveness and consumers' purchase intention.Design/methodology/approachAn experimental study with 185 participants investigated consumer response to the four claims. A one-way MANOVA analyzed differences in the aforementioned variables, while a sequential mediation model assessed the relationship among perceived text clarity of the EVOO health claims, information diagnosticity, product attractiveness and purchase intention.FindingsThe four EU-authorized health claims differ in terms of perceived text clarity, message credibility, information diagnosticity and product attractiveness. Specifically, the health claim on EVOO polyphenols scored lower than the other three health claims on the aforementioned dependent variables. Importantly, clearer health claims are perceived as more useful and may increase product attractiveness and consumers' purchase intention.Originality/valueThe research sheds light on the effectiveness of EVOO health claims. Since the use of such health claims is not a common practice in the EVOO market, a deeper understanding of consumers' perception and attitude toward them could inspire better guidelines and suggestions for claim usage and improvement.

Familiar worldwide: how PDO products reflect quality in consumers' appraisal and behaviour

“…The model created by the scholar emphasizes the variables, as well as characteristics of the product, which we use to evaluate the quality perceived by the consumer during all phases of product purchase. Among the characteristics engaged in the study, there is the degree of satisfaction, intended as pleasure obtained from the experience of purchasing and consuming the product; the PDO products and consumers' behaviour willingness to buy as the consumer's tendency to purchase the product; the willingness to pay (WTP) as the customer's attitude to pay a higher price to purchase a product with better quality characteristics than other products (de-Magistris and Gracia, 2016); trust as an element directly connected to satisfaction and perceived risk, in fact typically a safe product from a health point of view for the person and their family leads to the birth of a feeling of trust towards that product that will be taken into consideration during subsequent purchases (Herrera and Blanco, 2011;Jin et al, 2016;Pichierri et al, 2020). From satisfaction, which can be assumed as the short-term satisfaction of the product, loyalty to the brand can arise (Ghotbabadi et al, 2016).…”

“…Among the characteristics engaged in the study, there is the degree of satisfaction, intended as pleasure obtained from the experience of purchasing and consuming the product; the willingness to buy as the consumer's tendency to purchase the product; the willingness to pay (WTP) as the customer's attitude to pay a higher price to purchase a product with better quality characteristics than other products (de-Magistris and Gracia, 2016); trust as an element directly connected to satisfaction and perceived risk, in fact typically a safe product from a health point of view for the person and their family leads to the birth of a feeling of trust towards that product that will be taken into consideration during subsequent purchases (Herrera and Blanco, 2011; Jin et al. , 2016; Pichierri et al. , 2020).…”

Nutritional Labelling and Purchase Intention

“…The nutritional claim highlights the benefits of foods and could lead to them being perceived as healthier. The halo effect can cause that nutritional claims may bias consumers' inferences, leading them to extend beyond the objective benefit related to the specific nutritional claim (Amos et al, 2019;Andrews et al, 2011;Cecchini & Warin, 2016;Drichoutis et al 2005;Pichierri et al, 2021). Nutritional warnings highlight high nutrient content associated with non-communicable diseases and facilitate the identification of healthy products (Nobrega et al, 2020), although they only change consumer behaviour when they offer new information (Da Silva et al, 2022).…”

“…Dietary patterns reflect changes in the environment, and also in preferences of consumers, which make unhealthy diet one of the main health risk factors (Pichierri et al, 2021). The rate of overweight and obesity in the world increases due to consumption of products rich in energy, fat, added sugars, and salts (Da Silva et al, 2022;McCrickerd et al, 2020).…”

Tyrosol and Hydroxytyrosol Determination in Extra Virgin Olive Oil with Direct Liquid Electron Ionization-Tandem Mass Spectrometry

“…Olive oil polyphenols are claimed to "contribute to the protection of blood lipids from oxidative stress", and "the claim may be used only for olive oil containing at least 5 mg of hydroxytyrosol and its derivatives (e.g., oleuropein complex and tyrosol, Tyr) per 20 g of olive oil. In order to bear the claim, information shall be given to the consumer that the beneficial effect is obtained with a daily intake of 20 g of olive oil" [19].…”