Consumer Preferences for Origin and Organic Attributes of Extra Virgin Olive Oil: A Choice Experiment in the Italian
Matteo Carzedda1, Gianluigi Gallenti1, Stefania Troiano2
1Department of Economics, Business, Mathematics and Statistics (DEAMS), University of Trieste, 34100 Trieste, Italy.
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.
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