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

Foods

Federico Nassivera¹  Stefania Troiano²  Francesco Marangon²  Patrizia de Luca³  Matteo Carzedda³  Gianluigi Gallenti³  Giovanna Pegan³  Marta Cosmina³ 

[1] Department of Agricultural, Food, Environmental and Animal Sciences (DI4A), University of Udine, 33100 Udine, Italy;Department of Economics and Statistics (DISES), University of Udine, 33100 Udine, Italy;Department of Economics, Business, Mathematics and Statistics (DEAMS), University of Trieste, 34100 Trieste, Italy;

关键词: choice experiment (CE);    extra virgin olive oil (EVOO);    willingness to pay (WTP);    country of origin;    organic food;    consumer preferences;   

DOI  :  10.3390/foods10050994

来源: DOAJ

【 摘 要 】

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.

【 授权许可】

Unknown