Olive oil consumption attitudes as a healthy food: A survey study on young consumers

This aim of the study is to examine consumption patterns and purchase behaviour of young consumers (15-27 years old) for olive oil which is a healthy, natural and traditional food. A face to face consumer survey was used to gather information. The results show that, age differences affect consumption behaviour. The primary factor affecting the consumption of olive oil among the young consumers is health and this factor is followed by taste. Young consumers are extremely sensitive on price in terms of their purchase decisions and they highly prefer extra virgin olive oil and shows low interest on gourmet olive oils. In terms of quality perception, it has been determined that young consumers pay attention to consistency and they do not care on the region and variety of the olive. In addition, it has been determined that young consumers are willing to pay more for organic and traditionally processed olive oils