Juan Carlos Gazquez-Abad & Francisco J Martinez-Lopez 
Olive-Oil Purchase Behaviour 
Culture and Food Habits

Olive oil is an important component in the food system in most European markets. Moreover, its consumption is gaining interest among consumers, particularly in northern Europe, the U.S. and Canada. As a consequence of this increasing consumption it is fundamental to analyze the main factors influencing consumers’ olive-oil choices for both brands and retailers to be able to compete more efficiently and satisfy consumer needs more closely. In this respect, factors such as culture or habits affect many aspects of consumer behavior such as the structure of consumption, individual decision-making and communication about the product.