Consumer motives and barriers towards olive oil

Abstract

This paper analyses the motives for and barriers to the consumption of olive oil in Montenegro. The structure of respondents’ attitudes was analysed using a survey questionnaire with questions focused on consumers’ attitudes towards olive oil. The obtained results were statistically processed using descriptive statistics and SPSS software. The results of the survey revealed a correlation between age and frequency of olive oil consumption. Based on the revealed habits and low olive oil consumption, there is a need for additional education on the importance of consumption and its health benefits and nutritional value. To improve the consumption of domestic olive oil, respondents emphasised the need for more affordable prices and better marketing.