Analysis of Factors Affecting Olive Oil Consumption Intensity in Şanlıurfa Province
Abstract
This research aims to identify the key factors influencing olive oil consumption habits of individuals in Şanlıurfa province, where olive production potential is increasing but consumption habits have not been sufficiently investigated. The data for the study were collected through a survey of 425 participants residing in Şanlıurfa who consume olive oil. Descriptive statistics, Exploratory Factor Analysis (EFA), and Hierarchical Regression Analysis were used in the analysis of the data. The results of the study revealed that age, education, culture, habit, and perceived value variables have a positive and significant effect on olive oil consumption intensity. The findings indicate that the most critical factor determining consumption intensity is habit (β=0.405). In contrast, gender, income, perceived health benefits, sensory appeal, and perceived quality variables did not have a statistically significant effect on consumption intensity. The insignificance of health, sensory appeal, and perceived quality is explained by the fact that positive attitudes toward these factors are already very high and homogeneous among current consumers; this situation indicates that these variables do not create sufficient variation to explain differences in consumption quantity. The study indicates that established habits and cultural ties are more determinative than health and quality perception in increasing olive oil consumption in Şanlıurfa, providing important findings for marketing strategies and policymakers.
Keywords
Olive oil, Consumption intensity, Hierarchical Regression Analysis, Şanlıurfa
Ethical Statement
Approved by the Social and Human Sciences Ethics Committee of Harran University (Approval No: 2025/16, Date: 16.06.2025).
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