JOURNAL OF INTERNATIONAL FOOD & AGRIBUSINESS MARKETING
Abstract
Over the past two decades, world olive oil consumption
registered an impressive growth. Although olive oil
consumption remains concentrated in the main producer
countries surrounding the Mediterranean Sea (“traditional”
markets), it is also growing rapidly in many other countries all
over the world, where olive oil is still largely perceived as a
novelty food (“nontraditional” markets). This study focuses on
the Brazilian market of olive oil, which is one of the most
important nontraditional markets in terms of both its dimension
and growth rates. A hedonic price model has been used to
evaluate whether, and to what extent, extrinsic cues impact on
the retail price of olive oil. Data were collected via direct
observation of several e-shops where Brazilian consumers could
purchase olive oil. Results show that the retail price of olive oil is
highly influenced by extrinsic cues such as branding, labeling,
and packaging