As food has become a symbol of social status, it has allowed marketers to attract customers as what was merely functional is now also fashionable.
It is argued that individuals define their utility by showcasing their wealth to others, and one way is by the conspicuous consumption of “fashionable food.”
The two main motivations for conspicuous consumption are ‘invidious comparison’ and ‘pecuniary emulation.’ Invidious comparison refers to higher-class individuals seeking to differentiate themselves from lower-class individuals; and pecuniary emulation refers to lower-class individuals seeking to be thought as members of a higher class.
Palma et al. conducted an experiment, published in the journal Applied Economics, to investigate how prestige-seeking behavior influences food choices. 201 consumers participated in the experiment to investigate how their preference for prestige and social status are related to their willingness to pay for fashionable food and food products.
The results indicated that 31 percent of individuals were motivated by the social status derived from either invidious comparison or pecuniary emulation. The subjects in the experiment were grouped into one of four categories depending on their income in comparison to their expenditure based on social status seeking behavior; Ambitious Shoppers (12 percent of participants), Utilitarian Buyers (69 percent of participants), Affluent Elitists (9 percent) and Prestige Lovers (9 percent).
The Affluent Elitists and Prestige Lovers (18 percent of participants) were both motivated by social status simply derived from a desire to differentiate themselves from individuals in a lower social status. Almost 1 in 2 individuals in these groups felt ‘classy’ when buying the most expensive brand, and 69 percent felt good about themselves for doing so.
While Ambitious Shoppers had the lowest income of all the groups, they had the highest regard for prestige and social status:
With this type of thinking driving the food choices of consumers, it won’t be long before olive oil is considered fashionable as opposed to a simple necessity for optimal health. While nutritional policies promote consumption of high-quality healthy food products, the reality is that because food has become a symbol of social status, it has unequivocally allowed marketers to attract customers as what was merely functional is now also fashionable.
More articles on: health, olive oil marketing, olive oil research
Jun. 8, 2023
Med Diet Benefits Similar to Walking 4,000 Steps, Study Finds
Researchers at a Boston hospital found that following the Mediterranean diet had a similar health benefit to walking 4,000 steps each day.
Jun. 27, 2023
How Awards Helped One Tunisian Producer Thrive in the Lucrative U.S. Market
The NYIOOC award-winning producer behind Massiva combines generations of olive oil production experience with adept marketing.
Jul. 13, 2023
New Cleaning Equipment for Olive Mills Saves Water, Money, Study Finds
Cleaning with a SILAC system, which uses foam-based detergent ad air pressure, reduces the amount of time to clean milling equipment and saves water and money.
Apr. 9, 2024
Processed Foods Associated with Negative Health Outcomes, Study Finds
Consumption of ultra-processed foods was associated with a greater risk of more than 30 negative health outcomes.
Sep. 26, 2023
The Story Behind Starbucks Oleato
Starbucks shocked the world by putting olive oil in its coffees. Tommaso Asaro says it's just the beginning.
Nov. 14, 2023
Mediterranean Diet Linked to Improved Outcomes in Liver Disease Patients
Following the Mediterranean diet for one year improved the symptoms of non-alcoholic fatty liver disease in obese patients over the age of 60.
May. 1, 2023
Researchers Develop Simplified Way to Determine Polyphenol Contents of Olive Oil
The new method uses laser-engraved paper and a smartphone to determine polyphenols in a sample.
Aug. 18, 2023
Biophenols in EVOO Linked to Improved Outcomes in Obesity and Prediabetes
Research finds that consuming extra virgin olive oil rich in oleocanthal and oleacein also induces weight loss, a decrease in body mass index and basal glycemia.