Connections between healthy behaviour, perception of olive oil health benefits, and olive oil consumption motives

Abstract

Olive oil has been consumed since ancient times and appreciated as a source of nutritious fats and as medical remedy, in addition to being praised in ceremonies. Today, when health is one of the top priorities of humankind, we examined what consumers believe and value about olive oil, which is generally considered a healthy product. Our survey examined the associations between the hedonic and health properties of olive oil, the motives important for olive oil consumption, and how these are influenced by healthy behaviour. There was clear evidence of the importance of culture, tradition, pleasure, olive oil health benefits, and healthy behaviour. There was a strong association between healthy behaviour and olive oil benefit perceptions and motives for olive oil consumption, with the olive oil benefits associated with the motives to consume olive oil.