Toward healthier and sustainable diets: Factors influencing Chinese consumers’ olive oil purchasing behavior

With China’s economic growth, rising living standards, and the government’s strong promotion of healthy eating habits, the demand for healthier foods such as olive oil has surged, improving the overall quality of life in the country. Despite this significant increase in consumption, the factors driving Chinese consumers’ olive oil purchases remain underexplored. This study adopted an exploratory research design. Based on identified gaps in the literature, a bespoke consumer purchasing decision model was developed. During the data collection phase, 514 valid responses were analyzed using logistic regression to identify the key determinants of purchasing behavior. The analysis showed that higher monthly income (OR = 1.84–1.99), health-related motivation (OR = 2.06), and previous tasting experience (OR = 1.90) significantly and positively influenced the likelihood of purchasing olive oil. Age did not show a significant effect on purchasing behavior. The findings provide valuable insights for foreign olive oil producers targeting the Chinese market. Marketing strategies should prioritize middle- and high-income groups, emphasize health benefits, and promote sensory marketing through tasting experiences to enhance consumer acceptance of olive oil.