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Dr. Manuela Vega-Zamora
Department of Business Management, Marketing and Sociology, Faculty of Social Sciences and Law, University of Jaén, 23071 Jaén, Spain

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Research Keywords & Expertise

0 Green Marketing
0 Marketing
0 Olive Oil
0 Organic Food
0 Consumer Behaviour

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Olive Oil
Organic Food
Organic Food consumption behavior
Marketing
organic olive oil
Consumer Behaviour

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Short Biography

Manuela Vega-Zamora was born in 1982. She received M.Sc. and Ph.D. degrees in marketing at the University of Jaén, Jaén, Spain, in 2008 and 2011, respectively. She is currently an Associate Professor in the Business Management, Marketing and Sociology Department, at the University of Jaén, Spain. Her research interests include marketing, agri-food marketing, olive oils, consumer behaviour, organic olive oil, organic foods, and green marketing.

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Journal article
Published: 22 April 2021 in Agronomy
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This study identifies, through consultation with relevant stakeholders, low-input farming practices that can help to minimize the most pressing agronomic and environmental problems in some of the most relevant Mediterranean woody crops in Spain (almond, citrus, and olive) and enhance their sustainability. The results illustrate stakeholders’ perception regarding how each cropping system could be oriented towards a more sustainable production. Despite each case study’s particularities, there is consensus in the need for a shift towards the use of organic fertilizers, the maintenance of vegetation in the edges of plots and the use of integrated pest control strategies. On the contrary, stakeholders have selected different tillage and soil cover practices that are consistent with the characteristics and problems of each cropping system. This study also identifies relevant strengths and drawbacks for the implementation of low-input agricultural practices in each crop and study area. While stakeholders find the identified low-impact farming practices as easy and not costly, suggesting a significant potential for their successful implementation, the results also point out at the reduced knowledge of the practical benefits of some farming practices and the need for improved technical advice to foster the adoption of others.

ACS Style

Javier Calatrava; David Martínez-Granados; Raúl Zornoza; Manuel González-Rosado; Beatriz Lozano-García; Manuela Vega-Zamora; María Gómez-López. Barriers and Opportunities for the Implementation of Sustainable Farming Practices in Mediterranean Tree Orchards. Agronomy 2021, 11, 821 .

AMA Style

Javier Calatrava, David Martínez-Granados, Raúl Zornoza, Manuel González-Rosado, Beatriz Lozano-García, Manuela Vega-Zamora, María Gómez-López. Barriers and Opportunities for the Implementation of Sustainable Farming Practices in Mediterranean Tree Orchards. Agronomy. 2021; 11 (5):821.

Chicago/Turabian Style

Javier Calatrava; David Martínez-Granados; Raúl Zornoza; Manuel González-Rosado; Beatriz Lozano-García; Manuela Vega-Zamora; María Gómez-López. 2021. "Barriers and Opportunities for the Implementation of Sustainable Farming Practices in Mediterranean Tree Orchards." Agronomy 11, no. 5: 821.

Journal article
Published: 29 January 2021 in Nutrients
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Amidst the public’s growing preoccupation with healthy eating, both inside and outside the home; an increase in people eating out; and the importance that olive oil has acquired in the markets due to its health benefits, the aim of this study is to find out whether health is also a relevant criterion for chefs in their olive oil purchase decisions. To this end, a survey was conducted of 400 chefs in Spain belonging to the international chefs’ association Euro-Toques. The results show that only 2% of the sample consider health to be a relevant criterion in the purchase of olive oils and that the attribute of “health” is not used by restaurants as an element of differentiation by which to position themselves in the market. These results lead us to conclude that the consumer demand for healthy foods (in this case, olive oils) is not being met by the restaurant sector. Moreover, this raises the question as to whether chefs actually make good opinion leaders, with all that this social role implies.

ACS Style

María Gutierrez-Salcedo; Manuel Parras-Rosa; Francisco José Torres-Ruiz; Manuela Vega-Zamora. Do Chefs Value Health in Their Olive Oil Purchasing Decisions? Nutrients 2021, 13, 445 .

AMA Style

María Gutierrez-Salcedo, Manuel Parras-Rosa, Francisco José Torres-Ruiz, Manuela Vega-Zamora. Do Chefs Value Health in Their Olive Oil Purchasing Decisions? Nutrients. 2021; 13 (2):445.

Chicago/Turabian Style

María Gutierrez-Salcedo; Manuel Parras-Rosa; Francisco José Torres-Ruiz; Manuela Vega-Zamora. 2021. "Do Chefs Value Health in Their Olive Oil Purchasing Decisions?" Nutrients 13, no. 2: 445.

Journal article
Published: 10 May 2020 in Sustainability
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In current times, the man-made problems affecting our planet (climate change, loss of biodiversity, etc.) are making an urgent case for shifting towards a more sustainable kind of consumption. One of the ways these problems can be addressed is to promote organic agriculture, which means boosting levels of organic food consumption. This study examines the relationship between the number of organic foods consumed and the specific values that consumers look for in foods, in order to deepen the current knowledge regarding the behaviour of the organic food consumer. To this end, data was analysed from a face-to-face survey of 776 people in Spain through bivariate analysis techniques. Results show that organic food consumers have a different pattern of values from non-consumers and a greater level of involvement with food in general. Moreover, within the group of organic consumers, the effect of values on the quantity or variety of foods consumed is not as marked, although there are differences in favour of those that consume more frequently. Lastly, the main implication of the results obtained is that, in order to increase consumption, selfish values should be connected with altruistic ones. For this reason, instilling a specific value based on the term or concept “life” is proposed.

ACS Style

Manuela Vega-Zamora; Manuel Parras-Rosa; Francisco José Torres-Ruiz. You Are What You Eat: The Relationship between Values and Organic Food Consumption. Sustainability 2020, 12, 3900 .

AMA Style

Manuela Vega-Zamora, Manuel Parras-Rosa, Francisco José Torres-Ruiz. You Are What You Eat: The Relationship between Values and Organic Food Consumption. Sustainability. 2020; 12 (9):3900.

Chicago/Turabian Style

Manuela Vega-Zamora; Manuel Parras-Rosa; Francisco José Torres-Ruiz. 2020. "You Are What You Eat: The Relationship between Values and Organic Food Consumption." Sustainability 12, no. 9: 3900.

Journal article
Published: 14 December 2018 in Journal of Cleaner Production
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Lack of trust is thought to be one of the most significant barriers to the consumption of organic foods, which is an important dimension of sustainable behaviour. Building trust in organic foods is the central objective of this paper. Based on information processing models focusing on what message to transmit and how, and on the premise that to improve trust, two different dimensions (functionality and authenticity) must be managed simultaneously, this paper analyzes the comparative effectiveness of different combinations of message arguments, forms of appeal and sources on consumer trust. To this end, an experiment was designed with a total of 800 participants, in which 36 different treatments were tested. The results show strong interactions between the three variables considered and suggest that the most effective combinations for building trust are: the health argument put across by an expert, the authenticity argument transmitted by a producers’ union, the elitist argument made by an expert and lastly, the social argument transmitted by a public authority, using an emotional form of appeal in all four cases. These results serve to complete the previous literature on the subject, in which communication activities are recommended but the questions of what to say, how to say it and who should say it are not specifically addressed.

ACS Style

Manuela Vega-Zamora; Francisco José Torres-Ruiz; Manuel Parras-Rosa. Towards sustainable consumption: Keys to communication for improving trust in organic foods. Journal of Cleaner Production 2018, 216, 511 -519.

AMA Style

Manuela Vega-Zamora, Francisco José Torres-Ruiz, Manuel Parras-Rosa. Towards sustainable consumption: Keys to communication for improving trust in organic foods. Journal of Cleaner Production. 2018; 216 ():511-519.

Chicago/Turabian Style

Manuela Vega-Zamora; Francisco José Torres-Ruiz; Manuel Parras-Rosa. 2018. "Towards sustainable consumption: Keys to communication for improving trust in organic foods." Journal of Cleaner Production 216, no. : 511-519.

Journal article
Published: 01 August 2018 in HortScience
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The literature on organic consumer behavior has provided some knowledge about the main constructs and variables related to the purchase and consumption of organic foods and could be used to plan strategies to increase demand. However, the recommendations are not clear, varying among different authors, products, and markets; so, it seems necessary to study each case separately. This study aims to isolate the key variables that could influence the purchase of organic olive oil in the Spanish market and to analyze which of these variables have a major effect on the intent to purchase. Using data from a survey of 800 individuals, variables involved in the purchase decision process are included in a linear regression model of latent classes. The results indicate that the product consumption patterns do not respond to a uniform consumption profile but point to a coexistence of groups of people with different propensities to buy and different sensitivities to different commercial stimuli. The main conclusion is that the most effective actions to develop demand should focus on directly linking consumption of the product to consumer benefits such as leading a healthier life, eating a higher-quality product, or enjoying nature, rather than to other variables such as difficulties, perceived costs, or confidence in the certification process.

ACS Style

Manuela Vega-Zamora; Francisco José Torres Ruiz; Manuel Parras-Rosa. Key Determinants of Organic Food Consumption: The Case of Olive Oil in Spain. HortScience 2018, 53, 1172 -1178.

AMA Style

Manuela Vega-Zamora, Francisco José Torres Ruiz, Manuel Parras-Rosa. Key Determinants of Organic Food Consumption: The Case of Olive Oil in Spain. HortScience. 2018; 53 (8):1172-1178.

Chicago/Turabian Style

Manuela Vega-Zamora; Francisco José Torres Ruiz; Manuel Parras-Rosa. 2018. "Key Determinants of Organic Food Consumption: The Case of Olive Oil in Spain." HortScience 53, no. 8: 1172-1178.

Conference paper
Published: 01 March 2018 in INTED2018 Proceedings
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ACS Style

María Gutiérrez-Salcedo; Carla Marano-Marcolini; Manuela Vega-Zamora; Raquel Barreda-Tarrazona. THE INFLUENCE OF LEARNING STYLES IN MARKETING SIMULATION GAMES. INTED2018 Proceedings 2018, 760 -766.

AMA Style

María Gutiérrez-Salcedo, Carla Marano-Marcolini, Manuela Vega-Zamora, Raquel Barreda-Tarrazona. THE INFLUENCE OF LEARNING STYLES IN MARKETING SIMULATION GAMES. INTED2018 Proceedings. 2018; ():760-766.

Chicago/Turabian Style

María Gutiérrez-Salcedo; Carla Marano-Marcolini; Manuela Vega-Zamora; Raquel Barreda-Tarrazona. 2018. "THE INFLUENCE OF LEARNING STYLES IN MARKETING SIMULATION GAMES." INTED2018 Proceedings , no. : 760-766.

Journal article
Published: 09 February 2018 in Sustainability
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Although Spain is the world’s top organic extra virgin olive oil (OEVOO) producer, domestic consumption is low. Most of the OEVOO produced is destined for external markets. As access to these markets is rife with challenges, developing internal demand has become a matter of utmost importance. Therefore, the general objective of this study is to analyse what is limiting OEVOO consumption levels in Spain. Although a review of the literature reveals some potential explanatory factors, this study analyses the relationship between consumption levels and the limiting factors perceived by consumers. The main novelty of the study is that these limiting factors are divided into two distinct dimensions: difficulties perceived by consumers in the purchase of OEVOO, and the impact of these on their buying behaviour. Based on the results of a survey of 793 people, this distinction throws up a clear paradox: although practically all the factors considered as difficulties are perceived to exist, these do not appear to fully explain the decision not to purchase the product. The suggested explanation for this is simply that the “organic” attribute or label is not highly valued or appreciated by Spanish consumers. Considering the quantitative significance of the group of non-consumers in the population, promoting social and environmental awareness emerges as the best strategy to improve the public’s appreciation of the organic label and boost internal demand.

ACS Style

Francisco José Torres-Ruiz; Manuela Vega-Zamora; Manuel Parras-Rosa. False Barriers in the Purchase of Organic Foods. The Case of Extra Virgin Olive Oil in Spain. Sustainability 2018, 10, 461 .

AMA Style

Francisco José Torres-Ruiz, Manuela Vega-Zamora, Manuel Parras-Rosa. False Barriers in the Purchase of Organic Foods. The Case of Extra Virgin Olive Oil in Spain. Sustainability. 2018; 10 (2):461.

Chicago/Turabian Style

Francisco José Torres-Ruiz; Manuela Vega-Zamora; Manuel Parras-Rosa. 2018. "False Barriers in the Purchase of Organic Foods. The Case of Extra Virgin Olive Oil in Spain." Sustainability 10, no. 2: 461.

Research article
Published: 19 December 2017 in Business Strategy and the Environment
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Explanatory models of consumer behaviour can be used to steer decision‐making in the complex task of designing generic strategies to increase sustainable consumption. This paper proposes an operational model which assumes that the purchase of an organic food is a complex process that can be broken down into phases. It is applied to a concrete case – organic olive oil in the Spanish market – quantifying each phase to determine which ones should be acted on to increase demand. Results indicate that it is possible to adopt the model proposed, and that the problems hindering consumption are a lack of confidence in organic certification, not perceiving differences between organic and conventional foods, and the perception of barriers in their purchase. Given the context, marketing communications strategies have a key role to play. This model can be used to analyse the specific situation of each market and propose development strategies. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment

ACS Style

Francisco José Torres Ruiz; Manuela Vega-Zamora; Manuel Parras-Rosa. Sustainable Consumption: Proposal of a Multistage Model to Analyse Consumer Behaviour for Organic Foods. Business Strategy and the Environment 2017, 27, 588 -602.

AMA Style

Francisco José Torres Ruiz, Manuela Vega-Zamora, Manuel Parras-Rosa. Sustainable Consumption: Proposal of a Multistage Model to Analyse Consumer Behaviour for Organic Foods. Business Strategy and the Environment. 2017; 27 (4):588-602.

Chicago/Turabian Style

Francisco José Torres Ruiz; Manuela Vega-Zamora; Manuel Parras-Rosa. 2017. "Sustainable Consumption: Proposal of a Multistage Model to Analyse Consumer Behaviour for Organic Foods." Business Strategy and the Environment 27, no. 4: 588-602.

Research article
Published: 10 April 2014 in Psychology & Marketing
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One of the strategies employed by companies to differentiate themselves from others, in the food market, has been to market organic products according to the assumption that environmental values are an important influence on people's behavior. However, studies of the behavior of organic food consumers show that there is some debate on this subject. Although some studies associate organic food consumption with motives and attitudes in which the environment plays a predominant role, a greater number conclude that the motives for consuming this type of food are basically egoistic (related to health, food safety, or the quality or flavor of the food). This can lead to problems in deciding the central thrust of the marketing strategy. The purpose of this paper is to analyze the meaning and interpretations placed on the term “organic,” and how they are integrated, as a way to explain consumption behavior. Qualitative research methods were adopted for this purpose. Four focus group sessions with different sociodemographic profiles, held in the cities of Madrid and Seville, in Spain, displayed two evident paradoxes, which could indicate that environmental motives are not important for consumers in this market. It is concluded that the term “organic” plays an important role as a heuristic cue to superiority, irrespective of the consumer's knowledge about the real features of organic food. Three alternative models are presented to explain consumer behavior. These results could be useful to food companies, largely in connection with positioning this type of product and with their communications policy.

ACS Style

Manuela Vega-Zamora; Francisco José Torres Ruiz; Eva Mª Murgado-Armenteros; Manuel Parras-Rosa. Organic as a Heuristic Cue: What Spanish Consumers Mean by Organic Foods. Psychology & Marketing 2014, 31, 349 -359.

AMA Style

Manuela Vega-Zamora, Francisco José Torres Ruiz, Eva Mª Murgado-Armenteros, Manuel Parras-Rosa. Organic as a Heuristic Cue: What Spanish Consumers Mean by Organic Foods. Psychology & Marketing. 2014; 31 (5):349-359.

Chicago/Turabian Style

Manuela Vega-Zamora; Francisco José Torres Ruiz; Eva Mª Murgado-Armenteros; Manuel Parras-Rosa. 2014. "Organic as a Heuristic Cue: What Spanish Consumers Mean by Organic Foods." Psychology & Marketing 31, no. 5: 349-359.

Research article
Published: 01 December 2013 in Outlook on Agriculture
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One of the strategies that farmers have used to differentiate their products and increase the perceived value in the eye of the consumer has been to sell organic products. Nevertheless, as demand for organic foods has not risen in the same way as for other food products, it is reasonable to suppose that the effectiveness of this strategy is not universal and can vary as a result of other factors. This study explores the impact of the attribute ‘organic’ on typical, culturally strong or iconic products by using focus groups to examine perceptions of olive oil in Spain. The results indicate that the positive connotations of the word ‘organic’ have less effect on the overall appreciation of products that hold richer meanings for consumers (iconic products), as is the case for olive oil in Spain. The results also suggest that the word ‘organic’ has a greater effect (a) the less the product is valued or the less important it is to consumers; (b) the more consumers consider the product and/or its processing to be less complex or sophisticated; and (c) the less cultural richness or identity the product possesses.

ACS Style

Manuela Vega-Zamora; Manuel Parras-Rosa; Francisco José Torres-Ruiz. Exploring the ‘Organic’ Attribute in the Perception of Iconic Foods. Outlook on Agriculture 2013, 42, 243 -247.

AMA Style

Manuela Vega-Zamora, Manuel Parras-Rosa, Francisco José Torres-Ruiz. Exploring the ‘Organic’ Attribute in the Perception of Iconic Foods. Outlook on Agriculture. 2013; 42 (4):243-247.

Chicago/Turabian Style

Manuela Vega-Zamora; Manuel Parras-Rosa; Francisco José Torres-Ruiz. 2013. "Exploring the ‘Organic’ Attribute in the Perception of Iconic Foods." Outlook on Agriculture 42, no. 4: 243-247.

Journal article
Published: 28 June 2013 in Procedia - Social and Behavioral Sciences
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The controversy between altruistic (environment, animal welfare and rural and local development) and egoistic (health, food safety, quality or flavour) values as determining and explanatory factors of organic food consumption raises suspicions that it is not an end in itself but a means: consuming organic foods is a way to achieve healthiness, food safety, quality, etc. rather than an expression of environmental values. In that case, the term ‘organic’ could be assumed to be a heuristic cue. The aim of this study is to examine whether the heuristic role of the term ‘organic’ can indeed be assumed and to confirm the mediatory role of this type of food. To this end, personal interviews with 800 individuals were conducted in Spain. In view of the results it may be concluded that the term ‘organic’ plays an important role as a heuristic cue to superiority.

ACS Style

Manuela Vega-Zamora; Parras-Rosa Manuel; M. Murgado-Armenteros Eva; Torres-Ruiz Francisco José. The Influence of the Term ‘Organic’ on Organic Food Purchasing Behavior. Procedia - Social and Behavioral Sciences 2013, 81, 660 -671.

AMA Style

Manuela Vega-Zamora, Parras-Rosa Manuel, M. Murgado-Armenteros Eva, Torres-Ruiz Francisco José. The Influence of the Term ‘Organic’ on Organic Food Purchasing Behavior. Procedia - Social and Behavioral Sciences. 2013; 81 ():660-671.

Chicago/Turabian Style

Manuela Vega-Zamora; Parras-Rosa Manuel; M. Murgado-Armenteros Eva; Torres-Ruiz Francisco José. 2013. "The Influence of the Term ‘Organic’ on Organic Food Purchasing Behavior." Procedia - Social and Behavioral Sciences 81, no. : 660-671.

Journal article
Published: 01 January 2012 in Journal of Theoretical and Applied Electronic Commerce Research
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The increasing prominence of online focus groups in market research and the complexity that the Internet environment adds to the conduct of research with focus groups has led to a certain interest in discovering how this method can be applied effectively and to which situations or purposes it is best suited. Based on an examination of the literature and on an empirical survey of the heads of qualitative research at 112 market research companies in Spain, a basic classification of focus groups is proposed, distinguishing between the European and Anglo-Saxon approaches. Within this frame of reference, a set of factors or dimensions is identified that makes it possible to compare online and face to face groups, assess whether the former can really be considered focus groups which resemble either of the two approaches and, as a result, suggest the most appropriate uses or applications.

ACS Style

Eva María Murgado-Armenteros; Francisco José Torres-Ruiz; Manuela Vega-Zamora. Differences between Online and Face to Face Focus Groups, Viewed through Two Approaches. Journal of Theoretical and Applied Electronic Commerce Research 2012, 7, 15 -16.

AMA Style

Eva María Murgado-Armenteros, Francisco José Torres-Ruiz, Manuela Vega-Zamora. Differences between Online and Face to Face Focus Groups, Viewed through Two Approaches. Journal of Theoretical and Applied Electronic Commerce Research. 2012; 7 (2):15-16.

Chicago/Turabian Style

Eva María Murgado-Armenteros; Francisco José Torres-Ruiz; Manuela Vega-Zamora. 2012. "Differences between Online and Face to Face Focus Groups, Viewed through Two Approaches." Journal of Theoretical and Applied Electronic Commerce Research 7, no. 2: 15-16.