La jungla de sellos-signos de calidad diferenciada y sus efectos en la valoración del aceite
- Francisco José Torres Ruiz 1
- Eva María Murgado Armenteros 1
- Francisco José Torres Peña 1
- Elisa Garrido Castro 1
-
1
Universidad de Jaén
info
- Calatrava Requena, Javier (coord.)
- Sánchez Martínez, José Domingo (coord.)
Publisher: Academia Andaluza de Ciencia Regional
ISBN: 978-84-09-46134-9
Year of publication: 2022
Pages: 384-388
Congress: Congreso Internacional del Olivar y el Aceite de Oliva (CIAO) (1. 2022. Jaén)
Type: Conference paper
Abstract
In order to differentiate themselves in the market, many olive oil companies have adopted the strategy of incorporating different seals or signs in their packaging, labeling or web page, with the aim of influencing the consumer, such as geographically referenced quality, environmental impact (organic, carbon footprint, etc.), quality awards, etc. However, the high number of existing seal-signs makes consumer learning diffi cult. In this paper, the problem is explored from a perspective of the consideration of seals as heuristic cues by the consumer. Based on a 3200-person online experiment conducted in 4 countries, it can be concluded that consumers consider the mere existence of seals, their number and familiarity as heuristics in product evaluation processes, and that these are more important than the individual meanings of the seals themselves.