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.
Highlights
The olive oil system plays a central role in the sustainability of the food system that underlies the Mediterranean diet patterns, for both environmental and socioeconomic aspects [1].it is interesting to analyze consumer behavior for some sustainability attributes of extra virgin olive oil (EVOO), the highest-quality product in the olive oil supply chain.such consumers’ preferences are one of the main drivers for the transition from current eating patterns to a more sustainable one
This paper investigates the attitudes of a sample of Italian consumers towards organic and origin attributes of EVOO using a choice experiment (CE)
Our findings point out a preference heterogeneity in the information perceived by olive oil consumers, identifying a number of unobserved sources of heterogeneity in their decision process
Summary
It is interesting to analyze consumer behavior for some sustainability attributes of extra virgin olive oil (EVOO), the highest-quality product in the olive oil supply chain Such consumers’ preferences are one of the main drivers for the transition from current eating patterns to a more sustainable one. In addition to its intrinsic, sensory, and health attributes, the value of EVOO is further enhanced by its potential to promote multifunctional and sustainable agricultural models, which is true and beneficial for traditional olive-tree-growing regions [7] In this context, the transition from current eating patterns to more sustainable ones depends on consumers’ preferences for this complex of attributes [2]
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