Cross‐Cultural Sensory and Emotional Assessment of Table Olives: A Comparative Study Between Greece and Indonesia

ABSTRACT

Table olives have potential for expansion into Asian markets, where consumer familiarity with these products is still limited. This study investigated sensory perception and emotional responses to table olives among Greek and Indonesian consumers. A total of 242 participants evaluated Kalamata and Green Halkidiki olives using sensory attributes based on the International Olive Council (IOC) protocol and the Check‐All‐That‐Apply (CATA) method for emotions. Greeks associated Kalamata olives, a variety commonly associated with PDO table olives in Greece, more with positive emotions, while Indonesians showed different emotional associations with the two varieties. Greek consumers rated Green Halkidiki higher in overall quality, whereas Indonesian consumers rated Kalamata higher. In Indonesia, Kalamata was more frequently associated with “Adventurous,” “Daring,” and “Aggressive,” while Green Halkidiki was associated with “Steady,” “Friendly,” and “Warm.” These findings suggest that Kalamata olives may have potential for further market testing in Indonesia.