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Consumer preferences for country-of-origin and health claim labelling of extra-virgin olive-oil

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  • Finardi, Corrado
  • Giacomini, Corrado
  • Menozzi, Davide
  • Mora, Cristina

Abstract

Although several studies have investigated consumer preferences for olive oil country-of-origin labelling (COOL), very little is known on consumers’ preferences for new health claims (EC Reg. n. 1924/2006). This paper aims to analyse the introduction of these attributes, providing more insights into Italian consumer perception and preferences for different extra-virgin olive oil labelling schemes. After preliminary focus group and in-depth personal interviews with representatives of retailers and producers’ organizations, a choice experiment (CE) was employed on a sample of Italian consumers to analyse preferences for different extra-virgin olive oils. CE methodology allows to weight the relative importance of any given attribute for consumers, measuring the effects of interaction between different attributes. It can also provide an estimation of the marginal willingness to pay (WTP), or part-worth, of an attribute, such as health claim or indication of origin. The results provide supply chain actors with valuable information to develop marketing strategies, as well as concrete evidence for policy makers of consumers understanding of health claims and COOL labelling.

Suggested Citation

  • Finardi, Corrado & Giacomini, Corrado & Menozzi, Davide & Mora, Cristina, 2009. "Consumer preferences for country-of-origin and health claim labelling of extra-virgin olive-oil," 113th Seminar, September 3-6, 2009, Chania, Crete, Greece 58014, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaa113:58014
    DOI: 10.22004/ag.econ.58014
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    Cited by:

    1. Lucio Cappelli & Fabrizio D’Ascenzo & Maria Felice Arezzo & Roberto Ruggieri & Irina Gorelova, 2020. "The Willingness to Pay in the Food Sector. Testing the Hypothesis of Consumer Preferences for Some Made in Italy Products," Sustainability, MDPI, vol. 12(15), pages 1-11, August.
    2. Boncinelli, Fabio & Contino, Caterina & Romano, Caterina & Scozzafava, Gabriele & Casini, Leonardo, 2016. "Territory, environment, and healthiness in traditional food choices: insights into consumer heterogeneity," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 20(1), October.
    3. Yamna Erraach & Fatma Jaafer & Ivana Radić & Mechthild Donner, 2021. "Sustainability Labels on Olive Oil: A Review on Consumer Attitudes and Behavior," Sustainability, MDPI, vol. 13(21), pages 1-23, November.
    4. Tiziano Tempesta & Daniel Vecchiato, 2019. "Analysis of the Factors that Influence Olive Oil Demand in the Veneto Region (Italy)," Agriculture, MDPI, vol. 9(7), pages 1-17, July.
    5. Teresa Del Giudice & Carla Cavallo & Francesco Caracciolo & Gianni Cicia, 2015. "What attributes of extra virgin olive oil are really important for consumers: a meta-analysis of consumers’ stated preferences," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 3(1), pages 1-15, December.

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    Keywords

    Marketing;

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