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. 2021 May 2;10(5):994.
doi: 10.3390/foods10050994.

Consumer Preferences for Origin and Organic Attributes of Extra Virgin Olive Oil: A Choice Experiment in the Italian Market

Matteo Carzedda  1 , Gianluigi Gallenti  1 , Stefania Troiano  2 , Marta Cosmina  1 , Francesco Marangon  2 , Patrizia de Luca  1 , Giovanna Pegan  1 , Federico Nassivera  3
Affiliations

Consumer Preferences for Origin and Organic Attributes of Extra Virgin Olive Oil: A Choice Experiment in the Italian Market

Matteo Carzedda et al. Foods. .

Abstract

The paper investigates Italian consumers' behavior towards characteristics of extra virgin olive oil, in particular organic production methods and geographical origin. On the basis of the existing literature, the concepts of sustainability of food systems, diets, and the olive oil supply chain are analyzed. A choice experiment (CE), using a face-to-face questionnaire with over 1000 participants, was conducted to quantify the willingness to pay (WTP) for these two attributes. Findings show positive preference for origin attributes, while the organic attribute is not highly valued. The article also offers some perspectives on future research to improve the competitiveness and sustainability of the Italian olive oil supply chain.

Keywords: choice experiment (CE); consumer preferences; country of origin; extra virgin olive oil (EVOO); organic food; sustainable food system; willingness to pay (WTP).

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Conflict of interest statement

The authors declare no conflict of interest.

Figures

Figure 1
Figure 1
A choice set example for one of the six sets proposed.
See this image and copyright information in PMC

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