Profiling consumer olive oil preferences: shopping behaviours, health orientations and green values

Purpose Despite the cultural and nutritional importance of olive oil in Mediterranean diets, consumer preferences in emerging, nontraditional markets remain underexamined. Existing research has largely prioritized sensory qualities, certification schemes and price sensitivity, often neglecting the broader cultural and systemic drivers of food choice – such as sustainability concerns and health-oriented values. This study examines the influence of current food-related lifestyles on consumer segmentation and preferences for extra virgin olive oil in Albania. Design/methodology/approach The study applies the adjusted Food-Related Lifestyle framework in the context of extra virgin olive oil consumption to segment consumers based on their attitudes, shopping behaviours and value orientations. Using survey data, exploratory factor analysis was conducted to identify underlying lifestyle dimensions, followed by hierarchical (Ward’s method) and K-means clustering to derive distinct consumer profiles. Findings Four consumer segments were identified, Health-conscious eco-advocates, Value seekers, Quality-focused traditionalists and Price-sensitive consumers. These groups exhibit varying priorities, from sustainability and health to affordability and tradition. The results indicate that younger, educated and higher-income consumers are more likely to emphasize health and environmental factors, while older and lower-income individuals prioritize price and traditional preference. Perceived quality plays a key role across segments, reinforcing its relevance for targeted marketing. Originality/value This study is the first to apply the FRL framework to olive oil consumer research, offering a more comprehensive understanding of how lifestyle, health and environmental values intersect with purchasing preferences. By focusing on Albania, a nontraditional but culturally rooted olive oil market, it expands the literature on food consumer segmentation and provides practical insights for producers, retailers and policymakers, aiming to align marketing strategies with emerging consumer trends.