Purpose

Investigate the behaviour and the habits of the consumers from central-southern Italy in relation to extra olive oil consumption, focussing on the impact of protected designation of origin (PDO) and EU–organic certification on purchase intention and quality perception.

Design/methodology/approach

A specific questionnaire was submitted to 160 consumers; a subsample of ten experts, ten semi-experts and ten habitual consumers of olive oil tested, through a blind test first and a normal one then, three Italian samples: an extra-virgin olive oil (EVOO) without certification, an organic EVOO and a PDO EVOO, which were characterised also from a chemical-physical point of view. The answers provided during the tastings were statistically analysed and compared.

Findings

People interviewed prefer local olive oils; they are positively influenced by PDO/organic certification, while price is not a decisive factor on the purchasing choices. According to tasting panel results: experts gave consistent answers preferring organic olive oil, semi-experts are positively influenced by the PDO brand contrary to what they claimed; non-experts would buy EVOO, although they are positively influenced by the PDO brand and negatively by the organic certification.

Practical implications

Only knowledge and experience can aid consumers make consistent and aware choices. Information campaigns could help them to distinguish products, correctly identify food attributes and overcome their scepticism towards quality of organic products.

Originality/value

Few works investigated the impact of quality and sustainability labelling on perception of olive oils, valuing the consistency between answers provided before and after sensory assessments.

中文翻译：

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有机标签和“原产地标记”标签对橄榄油感官品质的影响

目的

调查意大利中南部消费者在额外橄榄油消费方面的行为和习惯，重点研究受保护的原产地标记（PDO）和欧盟有机认证对购买意向和质量认知的影响。

设计/方法/方法

向160名消费者提交了一份具体的调查表；分别由十位专家，十位半专家和十位惯常食用橄榄油的消费者进行的子样本测试，首先通过盲目测试，然后再通过正常测试，再通过三个意大利样本：未经认证的特级初榨橄榄油（EVOO），有机EVOO和PDO EVOO，也从化学物理角度进行了表征。品尝期间提供的答案经过统计分析和比较。

发现

受访者更喜欢当地的橄榄油。它们受到PDO /有机认证的积极影响，而价格并不是购买选择的决定性因素。根据品尝小组的结果：专家对有机橄榄油的回答是一致的，半专业人士受到PDO品牌的积极影响，与他们声称的相反。非专家会购买EVOO，尽管他们受到PDO品牌的积极影响而受到有机认证的负面影响。

实际影响

只有知识和经验才能帮助消费者做出一致和明智的选择。宣传运动可以帮助他们区分产品，正确识别食物属性并克服他们对有机产品质量的怀疑。

创意/价值

很少有研究调查质量和可持续性标签对橄榄油认知的影响，并评估感官评估前后提供的答案之间的一致性。