Research on World Agricultural Economy

Consumer Response to PDO Table Olives: An Analysis of Consumer Behavior for Using Ordered Logistic Regression

Filippo Sgroi

Department of Agricultural, Food and Forestry Sciences, University of Palermo, 90133, Palermo, Italy

Federico Modica

Department of Agricultural, Food and Forestry Sciences, University of Palermo, 90133, Palermo, Italy

Amparo Baviera-Puig

Department of Economics and Social Sciences, Polytechnic University of Valencia, 46022, València, Spain

Giusi Giamporcaro

Department of Agricultural, Food and Forestry Sciences, University of Palermo, 90133, Palermo, Italy

Caterina Sciortino

University of Palermo

DOI: https://doi.org/10.36956/rwae.v5i4.1233

Received: 11 August 2024 | Revised: 31 August 2024 | Accepted: 3 September 2024 | Published Online: 30 September 2024

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Abstract

The table olive sector in Italy is a vital component of the national economy and cultural heritage. Italy ranks third in the European Union and eighth globally in table olive production. Through an analysis conducted from June to September 2023, this study explores consumer preferences, purchasing habits, and the willingness to pay for Protected Designation of Origin certified olives. The study actively contributes to the literature by shedding light on consumer preferences and behaviors regarding table olives, a topic that has been largely neglected in both national and international research. The results reveal insights into how age, gender, educational level, residence city, purchasing location, willingness to pay, and preferred olive types influence consumer behavior. These findings provide valuable information for stakeholders and policymakers to enhance market competitiveness, promote sustainable growth, and preserve Italy’s rich olive heritage.

Keywords: Consumer behavior; Market competitiveness; Sustainable growth; Protected Designation of Origin; Nocellara del Belice; Olive heritage preservation; Italian table olives

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