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Consumers? preferences investigation for extra virgin olive oil basing on conjoint analysis

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  • Barbara Cafarelli
  • Piermichele La Sala
  • Giustina Pellegrini
  • Mariantonietta Fiore

Abstract

The present work is aimed to analyse extra virgin olive oil (EVOO) consumers? preferences, identifying those attributes that more influence consumers? choices. In order to reach this goal, a conjoint analysis was implemented. Furthermore, the study evaluates the influence of standard and healthy characteristic on consumers preferences, such as the presence of EVOO?s natural antioxidant compounds (polyphenols). Firstly, an explorative survey was carried out, in order to investigate the EVOO market. Basing on results obtained through explorative survey, a web-based questionnaire was realized using Survey Analytics software. Results show that the most important consumers? attributes are: country of origin, label?s information, polyphenol?s presence.

Suggested Citation

  • Barbara Cafarelli & Piermichele La Sala & Giustina Pellegrini & Mariantonietta Fiore, 2017. "Consumers? preferences investigation for extra virgin olive oil basing on conjoint analysis," RIVISTA DI STUDI SULLA SOSTENIBILITA', FrancoAngeli Editore, vol. 0(1), pages 203-218.
    • Handle: RePEc:fan:rissri:v:html10.3280/riss2017-001013
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