THIS DOI METADATA WAS LAST UPDATED: 2026-01-13 18:50
Full Title
Economia agro-alimentare
Publisher
FrancoAngeli
ISSN
1126-1668 (Printed Journal)
1972-4802 (Online Journal)
Journal Volume Number
27
Journal Issue Number
3
Journal Issue Designation
3
Journal Issue Date
2025
Full Title
Understanding the Value of Health: Insights into Extra Virgin Olive Oil Consumer Behaviour in Southern Italy
By (author)
First Page
219
Last Page
245
Language of text
English
Publication Date
2026/01
Copyright
2025 FrancoAngeli srl
Main description
The paper investigates the determinants of consumers' willingness to pay a price premium for extra virgin olive oil with health claims on its label. Drawing on a multidimensional framework, the research explores the role of subjective and objective knowledge of the product, the importance attributed to the sensory attributes, the attention given to the health information, and the impact of socio-demographic variables on consumers' willingness to pay. Data were collected via an online questionnaire administered to 405 consumers in Sicily (Italy), a region with a strong olive oil tradition. Using a logistic regression model, the results show that subjective knowledge, the value assigned to health information, average expenditure for extra virgin olive oil, and household size significantly affect the willingness to pay. Conversely, flavour profile and objective knowledge do not have a statistically significant impact. These findings offer practical implications for extra virgin olive oil producers and marketers, highlighting the need for clear health-related labelling and targeted educational strategies to enhance consumer engagement and perceived value of the product with health claims on the label.
Unstructured Citation
Atkinson, R., & Flint, J. (2001). Accessing hidden and hard-to-reach populations: Snowball research strategies. Social Research Update, 1-4.
Unstructured Citation
Ben Ali, S., Ben Hassine, K., & Mtimet, N. (2022). Market Segmentation Using Intrinsic Product Attributes: Evidence From the
Tunisian Olive Oil Market. Journal of International Food & Agribusiness Marketing, 35(4), 487-507. Doi:
https://doi.org/10.1080/08974438.2021.2022555.
Unstructured Citation
Ben-Hassine, K., Taamalli, A., Rezig, L., Yangui, I., Benincasa, C., Malouche, D., Kamoun, N., & Mnif, W. (2022). Effect of
processing technology on chemical, sensory, and consumers’ hedonic rating of seven olive oil varieties. Food Science & Nutrition,
10(3), 863-878. Doi:
https://doi.org/10.1002/fsn3.2717.
Unstructured Citation
Boncinelli, F., Contini, C., Romano, C., Scozzafava, G., & Casini, L. (2017). Territory, environment, and healthiness in traditional
food choices: insights into consumer heterogeneity. International Food and Agribusiness Management Review, 20(1), 143-158.
Doi:
https://doi.org/10.22434/IFAMR2015.0177.
Unstructured Citation
Bou Fakhreddine, L., & Sánchez, M. (2023). The interplay between health claims and sensory attributes in determining consumers’
purchase intentions for extra virgin olive oil. Food Quality and Preference, 106, 104819. Doi:
https://doi.org/10.1016/j.foodqual.2023.104819.
Unstructured Citation
Bou Fakhreddine, L., Martínez, M. G., Sánchez, M., & Schnettler, B. (2023). Consumers’ willingness to pay for health claims
during the COVID-19 pandemic: A moderated mediation analysis. Journal of Agriculture and Food Research, 11, 100523. Doi:
https://doi.org/10.1016/j.jafr.2023.100523.
Unstructured Citation
Carlucci, A. (2001). Analisi sensoriale dei prodotti alimentari. In Corso per tecnici degustatori d’olio extravergine e vergine d’oliva.
Unstructured Citation
Casini, L., Contini, C., Marinelli, N., Romano, C., & Scozzafava, G. (2014). Nutraceutical olive oil: does it make the difference?
Nutrition & Food Science, 44(6), 586-600. Doi:
https://doi.org/10.1108/NFS-09-2013-0102.
Unstructured Citation
Chrysochou, P., Tiganis, A., Trabelsi Trigui, I., & Grunert, K. G. (2022). A cross-cultural study on consumer preferences
for olive oil. Food Quality and Preference, 97, 104460. Doi:
https://doi.org/10.1016/j.foodqual.2021.104460.
Unstructured Citation
Cicerale, S., Liem, G., & Keast, R. S. J. (2016). Consumer Perception, Attitudes, Liking and Preferences for Olive Oil. In
Products from Olive Tree. InTech. Doi:
https://doi.org/10.5772/64554.
Unstructured Citation
Cronbach, L. J. (1951). Coefficient Alpha and the Internal Structure of Tests. Psychometrika, 16(3), 297-334. Doi:
https://doi.org/10.1007/BF02310555.
Unstructured Citation
De Gennaro, B. C., Roselli, L., Bimbo, F., Carlucci, D., Cavallo, C., Cicia, G., Del Giudice, T., Lombardi, A., Paparella,
A., & Vecchio, R. (2021). Do Italian consumers value health claims on extra-virgin olive oil? Journal of Functional Foods,
81, 104461. Doi:
https://doi.org/10.1016/j.jff.2021.104461.
Unstructured Citation
Del Giudice, T., Cavallo, C., Caracciolo, F., & Cicia, G. (2015). What attributes of extra virgin olive oil are really important
for consumers: a meta-analysis of consumers’ stated preferences. Agricultural and Food Economics, 3(1), 20. Doi:
https://doi.org/10.1186/s40100-015-0034-5.
Unstructured Citation
Delgado, C., & Guinard, J. (2011). Sensory Properties of Californian and Imported Extra Virgin Olive Oils. Journal of Food
Science, 76(3). Doi:
https://doi.org/10.1111/j.1750-3841.2011.02040.x.
Unstructured Citation
Di Vita, G., D’Amico, M., La Via, G., & Caniglia, E. (2013). Quality Perception of PDO extra-virgin Olive Oil: Which attributes most influence Italian consumers? Agricultural Economics Review, 14(2), 46-58. Doi: 10.22004/ag.econ.253544.
Unstructured Citation
Donoghue, S., Wilken-Jonker, I., Steffens, F. E., & Kirsten, J. F. (2021). South African consumers’ willingness to pay a premium
for Karoo Lamb: The influence of subjective and objective knowledge, label information and demographics. Journal of Retailing
and Consumer Services, 63, 102664. Doi:
https://doi.org/10.1016/j.jretconser.2021.102664.
Unstructured Citation
dos Santos, A. N., dos Santos e Silva, M., Silva, V. D. M., & Fante, C. A. (2023). Consumers of Extra Virgin Olive Oil perceive
sensory attributes in the same way as trained panelists?. Food Analytical Methods, 16, 1203-1214. Doi:
https://doi.org/10.1007/s12161-023-02494-5.
Unstructured Citation
Emerson, R. W. (2015). Convenience Sampling, Random Sampling, and Snowball Sampling: How Does Sampling Affect the Validity
of Research? Journal of Visual Impairment & Blindness, 109(2), 164-168. Doi:
https://doi.org/10.1177/0145482X1510900215.
Unstructured Citation
Flynn, L. R., & Goldsmith, R. E. (1999). A short, reliable measure of subjective knowledge. Journal of Business Research,
46(1), 57-66.
https://doi.org/10.1016/S0148-2963(98)00057-5
Unstructured Citation
Galati, A., Tulone, A., Moavero, P., & Crescimanno, M. (2019). Consumer interest in information regarding novel food technologies
in Italy: The case of irradiated foods. Food Research International, 119, 291-296. Doi:
https://doi.org/10.1016/j.foodres.2019.01.065.
Unstructured Citation
Gámbaro, A., Ellis, A. C., & Prieto, V. (2013). Influence of Subjective Knowledge, Objective Knowledge and Health Consciousness
on Olive Oil Consumption – A Case Study. Food and Nutrition Sciences, 04(04), 445-453. Doi:
https://doi.org/10.4236/fns.2013.44057.
Unstructured Citation
Garrido-Castro, E., Murgado-Armenteros, E. M., & Torres-Ruiz, F. J. (2021). How can consumer involvement be changed through
communication campaigns? An information content choice model applied to the olive oil case. British Food Journal, 123(11),
3672-3688. Doi:
https://doi.org/10.1108/BFJ-11-2020-1059.
Unstructured Citation
Grunert, K. G. (2002). Current issues in the understanding of consumer food choice. Trends in Food Science & Technology, 13(8),
275-285. Doi:
https://doi.org/10.1016/S0924-2244(02)00137-1.
Unstructured Citation
Guedes de Melo, B., Dutra, M. B. L., & Brandão, N. A. (2021). Effect of packaging characteristics on the consumer decision-making
process of extra virgin olive oils. South Florida Journal of Development, 2(3), 4591-4608. Doi:
https://doi.org/10.46932/sfjdv2n3-060.
Unstructured Citation
Gujarati, D., & Porter, D. (2009). Basic Econometrics. New York: McGraw-Hill/Irwin.
Unstructured Citation
Hilton, A. (2023). Quality and Genuineness in the World of Sicilian Olive Oil. Gastronomica, 23(1), 38-50. Doi:
https://doi.org/10.1525/gfc.2023.23.1.38.
Unstructured Citation
Hodos, N., Cano, A., Berrondo, V., & Gámbaro, A. (2025). Role of Subjective Knowledge in the Description of Virgin Olive Oil
Using the Rata Methodology. Journal of Sensory Studies, 40(1), e70011. Doi:
https://doi.org/10.1111/joss.70011.
Unstructured Citation
Ilak Peršurić, A. S. (2020). Segmenting Olive Oil Consumers Based on Consumption and Preferences toward Extrinsic, Intrinsic
and Sensorial Attributes of Olive Oil. Sustainability, 12(16), 6379. Doi:
https://doi.org/10.3390/su12166379.
Unstructured Citation
IlSicilia (2022). Sicilia, tra le regioni europee con bassi livelli di istruzione dell’obbligo. -- <a href="https://ilsicilia.it/sicilia-tra-le-regioni-europee-con-bassi-livelli-diistruzione-dellobbligo/">https://ilsicilia.it/sicilia-tra-le-regioni-europee-con-bassi-livelli-diistruzione-dellobbligo/</a>.
Unstructured Citation
IOC (2005). Metodo per la valutazione organolettica dell’olio di oliva extra vergine a denominazione d’origine. -- <a href="https://www.internationaloliveoil.org/wp-content/uploads/2019/11/COI-T.20-Doc.-N.22-2005-It-1.pdf">https://www.internationaloliveoil.org/wp-content/uploads/2019/11/COI-T.20-Doc.-N.22-2005-It-1.pdf</a>.
Unstructured Citation
ISMEA (2024). Olio d’Oliva: Scheda di settore. Istituto di Servizi per il Mercato Agricolo Alimentare. -- <a href="https://www.ismeamercati.it/olio-oliva">https://www.ismeamercati.it/olio-oliva</a>.
Unstructured Citation
Kline, R. B. (2023). Principles and Practice of Structural Equation Modeling. 5th ed. New York: Guilford press.
Unstructured Citation
Lanfranchi, M., & Giannetto, C. (2012). Olive-Growing in Italy: Economic and Multifunctional Aspects. International Journal of Academic Research in Accounting, Finance and Management Sciences, 2(1), 282-292.
Unstructured Citation
Lombardi, A., Carlucci, D., Cavallo, C., De Gennaro, B., Del Giudice, T., Giannoccaro, G., Paparella, A., Roselli, L., Vecchio,
R., & Cicia, G. (2021). Do consumers understand health claims on extra-virgin olive oil? Food Research International, 143,
110267. Doi:
https://doi.org/10.1016/j.foodres.2021.110267.
Unstructured Citation
Macchi, L. (2024). Average size of households in Italy 2023, by region. -- <a href="https://www.statista.com/statistics/569360/average-size-of-households-in-italy-by-region/">https://www.statista.com/statistics/569360/average-size-of-households-in-italy-by-region/</a>.
Unstructured Citation
Macchi, L. (2025). Average annual gross salary in Italy in 2024, by region. -- <a href="https://www.statista.com/statistics/708972/average-annual-nominal-wages-ofemployees-italy-by-region/">https://www.statista.com/statistics/708972/average-annual-nominal-wages-ofemployees-italy-by-region/</a>.
Unstructured Citation
Mtimet, N., Zaibet, L., Zairi, C., & Hzami, H. (2013). Marketing Olive Oil Products in the Tunisian Local Market: The Importance
of Quality Attributes and Consumers’ Behavior. Journal of International Food & Agribusiness Marketing, 25(2), 134-145. Doi:
https://doi.org/10.1080/08974438.2013.736044.
Unstructured Citation
Mustapa, M. A. C., Baba, Y., Kallas, Z., Garcia, M. B., Gonzalez, C. E., & López-Mas, L. (2025). Consumers’ attitudes toward
and willingness to pay for organic aquaculture products: Evidence from Spain. Aquaculture, 599, 742126. Doi:
https://doi.org/10.1016/j.aquaculture.2025.742126.
Unstructured Citation
Noy, C. (2008). Sampling Knowledge: The Hermeneutics of Snowball Sampling in Qualitative Research. International Journal of
Social Research Methodology, 11(4), 327-344. Doi:
https://doi.org/10.1080/13645570701401305.
Unstructured Citation
Perito, M. A., Sacchetti, G., Di Mattia, C. D., Chiodo, E., Pittia, P., Saguy, I. S., & Cohen, E. (2019). Buy Local! Familiarity
and Preferences for Extra Virgin Olive Oil of Italian Consumers. Journal of Food Products Marketing, 25(4), 462-477. Doi:
https://doi.org/10.1080/10454446.2019.1582395.
Unstructured Citation
Pichierri, M., Peluso, A. M., Pino, G., & Guido, G. (2020). Communicating the health value of extra-virgin olive oil: an investigation
of consumers’ responses to health claims. British Food Journal, 123(2), 492-508. Doi:
https://doi.org/10.1108/BFJ-03-2020-0198.
Unstructured Citation
Pichierri, M., Peluso, A. M., Pino, G., & Guido, G. (2021). Health claims’ text clarity, perceived healthiness of extra-virgin
olive oil, and arousal: An experiment using FaceReader. Trends in Food Science & Technology, 116, 1186-1194. Doi:
https://doi.org/10.1016/j.tifs.2021.05.032.
Unstructured Citation
Pieniak, Z., Aertsens, J., & Verbeke, W. (2010). Subjective and objective knowledge as determinants of organic vegetables
consumption. Food Quality and Preference, 21(6), 581-588. Doi:
https://doi.org/10.1016/j.foodqual.2010.03.004.
Unstructured Citation
Polenzani, B., Riganelli, C., & Marchini, A. (2020). Sustainability perception of local extra virgin olive oil and consumers’
attitude: A new Italian perspective. Sustainability, 12(3), 920. Doi:
https://doi.org/10.3390/su12030920.
Unstructured Citation
Rabail, R., Khalid, A. R., Mousavi Khaneghah, A., Manzoor, M. F., Abdi, G., & Aadil, R. M. (2025). Biosafety assessment of
edible oil blended from flax, coconut, sunflower, and olive oils in healthy Sprague Dawley rats. Journal of Agriculture and
Food Research, 20, 101768. Doi:
https://doi.org/10.1016/j.jafr.2025.101768.
Unstructured Citation
Rai, K., Chaudhuri, R., Chatterjee, S., Vrontis, D., & Galati, A. (2024). Digital innovation and automation of business processes
using quick response code: advancing the means-end chain theory. Business Process Management Journal, 31(5), 1836-1861. Doi:
https://doi.org/10.1108/BPMJ-05-2024-0339.
Unstructured Citation
Recchia, A., Monteleone, E., & Tuorila, H. (2012). Responses to extra virgin olive oils in consumers with varying commitment
to oils. Food Quality and Preference, 24(1), 153-161. Doi:
https://doi.org/10.1016/j.foodqual.2011.10.009.
Unstructured Citation
Roininen, K., Lähteenmäki, L., & Tuorila, H. (1999). Quantification of Consumer Attitudes to Health and Hedonic Characteristics
of Foods. Appetite, 33(1), 71-88. Doi:
https://doi.org/10.1006/appe.1999.0232.
Unstructured Citation
Salazar-Ordóñez, M., Rodríguez-Entrena, M., Cabrera, E. R., & 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:
https://doi.org/10.1016/j.dib.2018.04.084.
Unstructured Citation
Scoditti, E., Capurso, C., Capurso, A., & Massaro, M. (2014). Vascular effects of the Mediterranean diet – Part II: Role of
omega-3 fatty acids and olive oil polyphenols. Vascular Pharmacology, 63(3), 127-134. Doi:
https://doi.org/10.1016/j.vph.2014.07.001.
Unstructured Citation
Senaviratna, N. A. M. R., & Cooray, T. M. J. A. (2019). Diagnosing multicollinearity of logistic regression model. Asian Journal
of Probability and Statistics, 5(2), 1-9. Doi:
https://doi.org/10.9734/ajpas/2019/v5i230132.
Unstructured Citation
Serreli, G., Boronat, A., De la Torre, R., Rodriguez-Moratò, J., & Deiana, M. (2024). Cardiovascular and Metabolic Benefits
of Extra Virgin Olive Oil Phenolic Compounds: Mechanistic Insights from In Vivo Studies. Cells, 13(18), 1555. Doi:
https://doi.org/10.3390/cells13181555.
Unstructured Citation
Shaalan, A., Khatib, A. Al, Sakr, S., & Sheet, I. (2024). Assessing the Knowledge and Purchasing Behavior of Consumers towards
Olive Oil in Lebanon. Journal of Food Quality and Hazards Control, 11(1), 47-58. Doi:
https://doi.org/10.18502/jfqhc.11.1.14995.
Unstructured Citation
Vázquez-Araújo, L., Adhikari, K., Chambers, E., Chambers, D., & Carbonell-Barrachina, A. (2015). Cross-cultural perception
of six commercial olive oils: A study with Spanish and US consumers. Food Science and Technology International, 21(6), 454-466.
Doi:
https://doi.org/10.1177/1082013214543806.
Unstructured Citation
Zanchini, R., Di Vita, G., Spina, D., De Luca, A. I., & D’Amico, M. (2022). Eliciting Consumers’ Health Consciousness and
Price-Related Determinants for Polyphenol‐Enriched Olive Oil. NJAS: Impact in Agricultural and Life Sciences, 94(1), 47-79.
Doi:
https://doi.org/10.1080/27685241.2022.2108733.