Survey data on consumer behaviour in olive oil markets: The role of product knowledge and brand credence

Melania Salazar-Ordóñez; Macario Rodríguez-Entrena; Elena R Cabrera; Jörg Henseler

doi:10.1016/j.dib.2018.04.084

Survey data on consumer behaviour in olive oil markets: The role of product knowledge and brand credence

Data Brief. 2018 Apr 30:18:1750-1757. doi: 10.1016/j.dib.2018.04.084. eCollection 2018 Jun.

Authors

Melania Salazar-Ordóñez¹, Macario Rodríguez-Entrena², Elena R Cabrera³, Jörg Henseler⁴

Affiliations

¹ Universidad Loyola Andalucía, Department of Economics, Córdoba, Spain.
² Universidad de Cordoba, WEARE - Water, Environmental and Agricultural Resources Economics Research Group, Department of Agricultural Economics, Córdoba, Spain.
³ Institute of Agricultural Research and Training (IFAPA), Department of Agricultural Economics and Rural Studies, Córdoba, Spain.
⁴ University of Twente, Department of Design, Production and Management, Enschede, The Netherlands.

Abstract

This paper presents data conducted to analyse consumer behaviour in agri-food markets, where product differentiation failures occur, with the aim of disentangling the roles played by both consumer information and inferences made from informational stimuli. We thus examined consumer knowledge structures and brand credence related to attitudes towards a particular foodstuff and a product alternative, as well as the actual consumption of the foodstuff. To do so, the selected case study was the olive oil markets in Spain, given that products such as extra virgin olive oil (EVOO) and refined olive oil (ROO), that differ in terms of intrinsic features, become undifferentiated. The data of the observed variables were collected from 700 regular buyers from an online panel at the household level in southern Spain. The data were processed using both Excel for checking, cleaning and descriptive purposes and ADANCO 2.0 (Dijkstra and Henseler, 2015) [1] for performing the model estimations.