Economia Agro-Alimentare | 2026
Authors: Tulone A.; Riccobono M.L.; Mirabella C.; Galati A.; Crescimanno M.
DOI: 10.3280/ecag2025oa20410
Journal: Economia Agro-Alimentare
Year: 2026
Publisher: FrancoAngeli
Document Type: Article
Open Access: All Open Access; Gold Open Access; Green Open Access
Cited by: 0
The paper investigates the determinants of consumers’ intention 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’ intention 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 importance attributed 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 healthrelated labelling and targeted educational strategies to enhance consumer engagement and perceived value of the product with health claims on the label. Copyright © 2026 FrancoAngeli. All Right Reserved.
Consumer Knowledge; Health Claims; Label Information; Price Premium; Willingness to Pay