Do Italian consumers value health claims on extra-virgin olive oil?

The present study aims to extend the existing literature on EVOO consumers by assessing the importance of health claims in selecting EVOO products by jointly accounting for consumer preferences for the many search, experience, and credence attributes potentially available on EVOO, as well as by accounting for attitudinal and psychographic individual characteristics which affect consumer decision to prefer products with health claims over conventional ones (i.e. subjective nutritional knowledge, nutritional knowledge, nutritional importance, attitudes towards using food as a medicine, general health interest). The latter characteristics play a pivotal role in individual decisions to consider health claims when purchasing food, as indicated in the general literature on consumers and health claims. Such individual related characteristics capture the individual attitude and interest in preventing health losses through food choices and diet (see for instance, Roininen et al. (1999), Van Trijp & Van der Lans (2007) Dean et al. (2012)). To achieve our research goal, we employed a best-worst (BW) approach on a representative sample of Italian household members who are responsible for food shopping. Consumers tested competitively the multiple product attributes of EVOO. The share of consumers interested in health claims was detected by a latent class clustering model and characterized based on their socio-demographic, attitudinal, and psychographic features. Thus, this is the first study attempting to identify the features of consumers interested in health claims while purchasing EVOO using a large sample of household responsible of food purchases.