Assess the impact of subjective norms of consumers' behaviour in the Greek olive oil market

Abstract

The objective of the research was to highlight the role that socio-economic and spatial attributes of consumers - households exert on their choices regarding not only the supply modes but also the price they are willing to pay for different categories of olive oil. Regarding WTP for different olive oil labels, consumers are willing to pay premiums only for olive oils being processed by either private companies or cooperatives, with the latter to gain 34% of them in case they would decide to change the olive oil they usually purchase. The most important consumer profile is the young educated consumer one. © 2013 Elsevier Ltd.