Profiling Tunisian olive oil Consumers based on the Environmental Sustainability value perception

Several research papers about olive oil consumption behaviour are based on quality attributes and indicators. Consumption values have not been explored, especially for olive oil consumption. This study provides an analysis of the Tunisian consumer's behaviour toward olive oil, based on consumption values, especially environmental sustainability value since olive oil is typically a sustainable product. Based on a survey of a Tunisian household sample, an exploratory factor analysis reveals nine dimensions among olive oil consumption values. The main factor is "Environmental sustainability value. A cluster analysis was performed exploring these nine constructs of consumer values. It revealed three consumers groups. A group with about 25% of the sample represents consumers with environmental sustainability concerns. In addition, to evaluate the impact of consumers' values on olive oil purchase decisions, a binomial logistic regression is proposed. It revealed that "Environmental sustainability value" has a positive and statistically significant impact on olive oil purchase.