Figure 1
Figure 2
Socio-demographic characteristic and travelling behaviour of the sample
| Socio-demographic characteristic (N=452) | Total sample | Non-buyers of olive oil at the destination | Buyers of olive oil at the destination | |||||
|---|---|---|---|---|---|---|---|---|
| N | % | N | % | N | % | |||
| Variable | Gender | Male | 152 | 36.9 | 59 | 34.7 | 93 | 38.6 |
| Female | 259 | 63.1 | 111 | 65.3 | 148 | 61.4 | ||
| Elementary school | 13 | 3.1 | 7 | 3.6 | 6 | 2.6 | ||
| Education | High school | 134 | 31.8 | 71 | 36.4 | 63 | 27.8 | |
| University and more | 275 | 65.1 | 117 | 60 | 158 | 69.6 | ||
| Self-employed | 74 | 17.4 | 37 | 18.9 | 37 | 15.9 | ||
| Employed | 306 | 71.8 | 140 | 71.8 | 166 | 71.8 | ||
| Occupation | Retired | 26 | 6.1 | 10 | 5.1 | 16 | 6.9 | |
| Student | 16 | 3.8 | 3 | 1.7 | 13 | 5.4 | ||
| Unemployed | 4 | 0.9 | 4 | 2.5 | 0 | 0 | ||
| Up to 25 | 35 | 8.5 | 16 | 8.6 | 19 | 8.4 | ||
| 26–40 | 134 | 32.5 | 56 | 29.9 | 78 | 34.7 | ||
| Age | 41–55 | 181 | 43.9 | 86 | 46 | 95 | 42.2 | |
| 56–66 | 46 | 11.2 | 23 | 12.3 | 23 | 10.2 | ||
| 67 and more | 16 | 3.9 | 6 | 3.2 | 10 | 4.5 | ||
| Income | Up to 700 euro | 18 | 5.2 | 6 | 4.1 | 12 | 6.0 | |
| 700–1,000 euro | 53 | 15.3 | 21 | 14.4 | 32 | 15.9 | ||
| 1,001–1,500 euro | 84 | 24.2 | 41 | 28.1 | 43 | 21.4 | ||
| 1,501–2,500 euro | 101 | 29.1 | 42 | 28.7 | 59 | 29.4 | ||
| More than 2,500 euro | 91 | 26.2 | 36 | 24.7 | 55 | 27.3 | ||
| Country of origin | Austria | 101 | 23.8 | 38 | 19.7 | 63 | 25.3 | |
| Germany | 90 | 21.2 | 37 | 19.1 | 53 | 21.3 | ||
| Italy | 86 | 20.2 | 65 | 33.7 | 21 | 8.4 | ||
| Croatia | 32 | 7.5 | 7 | 3.6 | 25 | 10 | ||
| Slovenia | 31 | 7.3 | 9 | 4.7 | 22 | 8.8 | ||
| Other | 85 | 20 | 37 | 19.2 | 48 | 26.2 | ||
| Country producing or not producing of olive oil | Producer | 150 | 35.3 | 81 | 42.1 | 69 | 29.6 | |
| Nonproducer | 275 | 64.7 | 111 | 57.9 | 164 | 70.4 | ||
| Travel behaviour (N=452) | N | % | N | % | N | % | ||
| Variable | Type of accommodation | Hotel | 338 | 74.8 | 161 | 79.9 | 177 | 71 |
| Campsite | 114 | 25.2 | 42 | 20.1 | 72 | 29 | ||
| Length of stay | 1–2 days | 4 | 1 | 1 | 0.5 | 3 | 1.4 | |
| 3–6 days | 96 | 24.2 | 55 | 29.3 | 41 | 19.5 | ||
| 7 and more | 298 | 74.8 | 132 | 70.2 | 166 | 79.1 | ||
| Number of previous visits | No previous visits | 84 | 21.6 | 44 | 23.9 | 40 | 19.2 | |
| 1–2 times | 56 | 14.4 | 35 | 19 | 24 | 11.5 | ||
| 3 or more times | 249 | 64.0 | 105 | 57.1 | 144 | 69.3 | ||
Importance of intrinsic and extrinsic attributes of olive oil for tourists (buyers) of olive oil in Croatia
| Intrinsic attributes | Mean (M) | SD |
|---|---|---|
| Taste | 4.62 | 0.680 |
| Aroma | 4.51 | 0.744 |
| Colour | 3.84 | 0.995 |
| Extrinsic attributes | ||
| Olive oil category (virgin, extra virgin) | 4.21 | 0.907 |
| Method of production (cold-pressed) | 4.12 | 1.035 |
| Protected designation of origin (PDO)/protected geographical indication (PGI) | 3.90 | 1.043 |
| Product eco-label | 3.90 | 1.007 |
| Country of origin | 3.82 | 1.037 |
| Price | 3.44 | 0.883 |
| Packaging | 3.18 | 1.112 |
The impact of socio-demographic and travel behaviour variables on the purchase of local olive oil using binary logistic regression analysis
| Variables Not in the Equation | |||||||
| Step 0 | Variables | Score | df | Sig | |||
| Gender | 1.243 | 1 | .537 | ||||
| Age | 1.331 | 1 | .856 | ||||
| Education | 2.390 | 1 | .495 | ||||
| Occupation | 1.783 | 1 | .776 | ||||
| Income | 3.686 | 1 | .450 | ||||
| Type of accommodation | 1.751 | 1 | .186 | ||||
| Length of stay | 2.294 | 1 | .318 | ||||
| Number of previous visits | 5.408 | 1 | .020 | ||||
| From a country producing or not producing olive oil | 10.066 | 1 | .002 | ||||
| Overall statistics | 31.639 | 9 | .084 | ||||
| Overall percentage correct | 54.7% | ||||||
| The cut value | 0.500 | ||||||
| Variables in the Equation | |||||||
| Step 1 | Variables | B | SE. | Wald | df | Sig. | Exp (B) |
| Gender | .229 | .297 | .592 | 1 | .442 | 1.257 | |
| Age | .273 | .642 | .181 | 1 | .671 | 1.314 | |
| Education | 1.083 | .951 | 1.299 | 1 | .254 | 2.955 | |
| Occupation | .776 | .770 | 1.015 | 1 | .314 | 1.072 | |
| Income | −.947 | .956 | .981 | 1 | .322 | 2.181 | |
| Type of accommodation | −.294 | .315 | .869 | 1 | .351 | .738 | |
| Length of stay | −.197 | .338 | .339 | 1 | .560 | .821 | |
| Number of previous visits: 3 or more times | .894 | .351 | 6.488 | 1 | .011 | 2.318 | |
| Provenance from a country producing or not producing olive oil | 1.059 | .324 | 10.713 | 1 | .001 | 2.828 | |
| Constant | −2.052 | 1.420 | 2.086 | 1 | .149 | .129 | |
| Model diagnostics Classification of variables in equation results | |||||||
| Overall percentage correct | 62.6% | ||||||
| The cut value | 0.500 | ||||||
| Omnibus test of model coefficients | Chi-Square: 34.175 | Sig: .047 | |||||
| Hosmer and Lemeshow test | Chi-Square: 9.209 | Sig: .325 | |||||
| Cox and Snell R square | .121 | ||||||
| Nagelkerke R square | .162 | ||||||
Olive oil attributes researched in the scientific literature
| Attributes | Authors |
|---|---|
| Price; origin; type; taste; purchasing place | Chan-Halbrendt et al., 2010 |
| Price; origin; packaging; appearance; colour; production method | Menapace et al., 2011 |
| Country of origin; region of origin; price; brand; olive variety; producer; taste; “extra virgin” mention; colour; appearance; package; PDO label; “organic” label | Dekhili et al., 2011 |
| Area of origin; geographical designation (PDO and PGI); organic certification and price | Di Vita et al., 2013 |
| Type; taste; colour; packaging; region of origin; and price | Mtimet et al., 2013 |
| Price; origin; colour; packaging | Erraach et al., 2014 |
| Price; type (extra virgin olive oil, virgin olive oil, and olive oil); bottle (glass, plastic); and production system (organic, conventional) | Bernabéu and Díaz, 2017 |
Principal component analysis for the importance of local olive oil attributes
| Component/item (% of explained variance) | Mean (M) | SD | Factor loading | Cronbach α |
|---|---|---|---|---|
| Component 1: Information (40.651%) | .845 | |||
| Protected designation (origin, geographical indication) | 3.90 | 1.043 | 0.828 | |
| Product eco-label | 3.90 | 1.007 | 0.798 | |
| Country of origin | 3.82 | 1.037 | 0.759 | |
| Method of production (cold pressed) | 4.12 | 1.035 | 0.757 | |
| Olive oil category (virgin, extra virgin) | 4.21 | 0.907 | 0.654 | |
| Component 2: Flavour (15.247%) | .844 | |||
| Taste | 4.62 | 0.680 | 0.900 | |
| Aroma | 4.51 | 0.744 | 0.891 | |
| Component 3: Price and packaging (14.606%) | .681 | |||
| Price | 3.44 | 0.883 | 0.856 | |
| Packaging | 3.18 | 1.112 | 0.800 |
Final cluster centers
| Component | Cluster | F – value | |||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | ||
| The exterior lovers | The labels lovers | The indifferent consumers | The experts | ||
| Information | .551127 | .637358 | −.793931 | −.997363 | 96.276** |
| Flavour | −.008902 | .138469 | −2.067185 | .623947 | 107.501** |
| Price and packaging | .823677 | −1.150956 | −.433139 | .055069 | 98.627** |
| Sample size (%) | 37.4%, n=86 | 24.3%, n=56 | 10%, n=23 | 28.3%, n=65 | |