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

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.

Attitudes towards Olive Oil Usage, Domestic Storage, and Knowledge of Quality: A Consumers’ Survey in Greece

“…Although quality is a multidimensional aspect, consumers' knowledge of attributes that differentiate different types of olive oil are important, particularly those that are easily detectable through taste and flavor. In a recent Italian study [11], even though 73% of the participants stated that they knew the characteristics of EVOO, only just above 50% were able to correctly recognize those characteristics that distinguish this product. In general, previous surveys in Greece have described consumers' preferences, attitudes, and perceptions about olive oil characteristics [19]; consumers' perception regarding olive oil authenticity [20]; and the economic and socio-spatial attributes that affect consumers' choices on purchasing olive oil from the supermarket or from a friend/relative or consuming their own production [10].…”

“…Krystallis and Ness [13], for example, reported that the most valued attributes of olive oil among Greek consumers were geographical origin and organic production, with price being among the least valued. A recent survey [11] reported that Italian consumers had similarly a positive preference for geographical origin attribute, but, on the other hand, the organic attribute was not highly valued. Other attributes, such as oil color [14] and low-acidity [15] as well as attributes such as market leader brand, sustainability, and supply chain ethics [11], have also been reported as important olive oil preference attributes.…”

“…A recent survey [11] reported that Italian consumers had similarly a positive preference for geographical origin attribute, but, on the other hand, the organic attribute was not highly valued. Other attributes, such as oil color [14] and low-acidity [15] as well as attributes such as market leader brand, sustainability, and supply chain ethics [11], have also been reported as important olive oil preference attributes. In Greece, however, previous studies have shown that a large percentage of Greek households continue to consume unbranded bulk olive oil obtained from friends, family, or own production compared to branded products [16,17].…”

“…Approximately one-third of the rural Greek population has previously been reported to be occupied with olive cultivation [9], while many households settled in large urban areas possess and cultivate olive groves [10]. Globally, the olive oil market has evolved from a traditional bulk to a more customized market where olive oil is perceived as a food specialty, like other high-quality products [11], and provides a means to understand consumer behavior. There is no main attribute regarding consumer preference of olive oil [12].…”

Sustainability of the Olive Oil System

“…Development of organic or local food products with upcycled ingredients could potentially be the right way to increase the probability of consumers' acceptance. Indeed, Carzedda et al [14] investigated Italian consumers' behavior towards EVOO organic production methods and geographical origin to quantify the willingness to pay for these two attributes. Findings showed positive preference for origin attributes, especially linked to local productions.…”