Associate Professor

 MelaniaSalazar_1 Dpt. Agricultural Economics, Finance and Accounting
University of Córdoba
Faculty of Law and Business Sciences
Puerta Nueva s/n. E-14071 Córdoba, Spain
phone-icon (+34) 957 21 21 17
Skype msodz
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Melania got her degree in Business Administration in ETEA – Facultad de Ciencias Económicas y Empresariales (Universidad de Córdoba, Spain) and then her Ph.D. in the Universidad de Sevilla (Spain) in 2009, while working with a predoctoral research grant in the Institute of Agricultural Research and Training (IFAPA) – Centro Camino de Purchil Granada. From 2010 to March 2019, she worked at the Universidad Loyola Andalucía (Córdoba and Sevilla, Spain) in the Department of Economics, joined, in April 2019, the Universidad de Córdoba in the Department of Agricultural Economics, Sociology, and Policy.

Melania has a special skill with research design and methods of data collection (qualitative and quantitative) and a solid background in agricultural economics focused mainly on the microeconomics analysis of farmer and consumer behaviour. Related to farmer behaviour, she is interested in the study of factors, such as access to finance or risk perception, influencing farmers’ decision making. While in the consumer behaviour research, she is focusing on explaining consumption pattern in agri-food markets.

Research interests

    • Modelling of consumer behaviour: Factors influencing purchase decisions in agri-food markets
    • Farmers’ drivers influencing adaptative and strategic decision-making on agri-food production

 Research projects

    • Análisis del comportamiento del consumidor en el mercado interno del aceite de oliva: potenciales repercusiones de la aplicación de una reforma del etiquetado (MERCAOLI). [Analysis of consumer’s behaviour in the Spanish olive oil market: potential impacts of the implementation of the label policy reform]. Period: 2015-2017. Project Coordinator: Macario Rodríguez-Entrena (IFAPA). Financed by: Ministry of Economy and Competitiveness (MINECO).
    • Multifuncionalidad agraria y políticas públicas: integración de la demanda social en el diseño y evaluación de políticas agroambientales en el olivar andaluz (MULTIOLI). [Multifunctionality and public policies: the integration of social demand in the design and assessment of agri-environmental policies in olive orchard]. Period: 2007-2009. Project Coordinator: Samir Sayadi (IFAPA). Financed by: Regional Government of Andalusia.
    • Análisis de la demanda social por la multifuncionalidad agraria y contraste de las preferencias públicas con las medidas de la PAC: aplicación a sistemas agrarios del sudeste de España (MULTIPREF). [Analysis of social demand for the agricultural multifunctionality and assessment of public preferences with CAP´s measures: an application in southern Spain]. Period: 2005-2008. Project Coordinator: Samir Sayadi (IFAPA). Financed by: INIA (Spanish Government).

Research stays

    • Scottish Agricultural College, Area of Land Economy, Environment & Society, Edinburgh (UK). Period: 09/2006 – 11/2006. Supervisor: Prof. Dominic Moran
    • University of Twente, Dpt. of Production and Management, Enschede (Netherlands). Period: 04/2016 – 05/2016; 04/2017 – 05/2017; 04/2018 – 05/2018. Supervisor: Prof. Jörg Henseler

Most relevant Peer-reviewed publications (last 5 years)

Espinosa-Goded, M., Rodríguez-Entrena, M. and Salazar-Ordóñez, M. (2021). A straightforward diagnostic tool to identify attribute non-attendance in discrete choice experiments, Economic Analysis and Policy 71:211-226 doi:10.1016/j.eap.2021.04.012

Granado-Díaz, R., Villanueva, A.J., Rodríguez-Entrena, M., Salazar-Ordóñez, M., Estévez, M., Sanz, A., and Manrique, T. (En prensa). ¿Existe un patrón de preferencias del consumidor diferente según el tipo de jamón ibérico?, ITEA-Información Técnica Económica Agraria Vol.xx:1-23 doi:10.12706/itea.2021.002

Salazar-Ordóñez, M.; Rodríguez-Entrena, M.; Arriaza, M. (en prensa). How do consumers respond to price gaps in private brand agrifood products?, British Food Journal Vol.xx doi:10.1108/BFJ-12-2020-1155

Salazar-Ordóñez, M.; Rodríguez-Entrena, M.; Villanueva, A.J. (en prensa). Exploring the commodification of biodiversity using olive oil producers’ willingness to accept, Land Use Policy Vol.xx doi:10.1016/j.landusepol.2019.104348

Salazar-Ordóñez, M. and Rodríguez-Entrena, M. (2019). Hybridizing consumer behavioural approaches on agrifood markets: Attitudes, judgements and choices. Spanish Journal of Agricultural Research, 17(2):e0109. DOI:

Salazar-Ordóñez, M., Cordón-Pedregosa, R. and Rodríguez-Entrena, M. (2018). A consumer behaviour approach to analyse handmade and locally made agrifood products in Western Honduras. Economía Agraria y Recursos Naturales 18(2): 5-27. DOI: 10.7201/earn.2018.02.01

Salazar-Ordóñez, M., Rodríguez-Entrena, M., Cabrera, E.R. and Henseler, J. (2018). Understanding product differentiation failures: The role of product knowledge and brand credence in olive oil markets. Food Quality and Preference 68: 146-155. DOI: 10.1016/j.foodqual.2018.02.010.

Salazar-Ordóñez, M., Rodríguez-Entrena, M., Cabrera, E.R. and Henseler, J. (2018). Survey data on consumer behaviour in olive oil markets: The role of product knowledge and brand credence. Data in Brief 18: 1750-1757. DOI: 10.1016/j.dib.2018.04.084.

Salazar-Ordóñez, M., Schuberth, F., Cabrera, E.R., Arriaza, M. and Rodríguez-Entrena, M. (2018). The effects of person-related and environmental factors on consumers’ decision-making in agri-food markets: The case of olive oils. Food Research International 112: 412-424. DOI: 10.1016/j.foodres.2018.06.031.

Rodríguez-Entrena, M., Salazar-Ordóñez, M., Cordón-Pedregosa, R. and Cardenas, J. L. (2016). Analysing granulated brown sugar – panela – market in Western Honduras. British Food Journal 118(2): 495-512. DOI: 10.1108/BFJ-04-2015-0130.

Rodríguez-Entrena, M., Salazar-Ordóñez, M. and Becerra-Alonso, D. (2015). An assessment of the barriers to the consumers’ uptake of genetically modified foods: a neural network analysis. Journal of the Science of Food and Agriculture. 96(5): 1548-1555. DOI: 10.1002/jsfa.7247.

Rodríguez-Entrena, M. and Salazar-Ordóñez, M. (2015). Assessing the potential effects of the European Union multilevel approach to the Coexistence Policy. European Review 23: 489-500. DOI: 10.1017/S1062798715000332.