How Does Health–related Information Impact Willingness to Pay for Olive Oil? An Incentivised Lab Experiment Among Moroccan and Tunisian Consumers

Simone Piras*, Carla Barlagne, Jesper Clement, Nouredine Mokhtari, Chokri Thabet, Matilde Tura

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsResearchpeer-review


Olive oil is a key food product in Mediterranean countries. Nevertheless, local consumers show limited awareness of its benefits, particularly inNorthernAfrica.Thisis shown, for instance, by the lowincidence of olive oil on oil consumption in Tunisia: 7.4 kg out of 25.7 kg in 2015 (Tunisian National Institute of Statistics, 2015), even if this country represents one of the main olive oil producersin the world (Ben-Hassine et al., 2022). Furthermore, healthier olive oils contain a higher quantity of polyphenols, resulting in bitter taste and more pungent mouthfeel sensation which, according to the extant literature, tend to be disliked by most consumers, at least in Western countries (Barbieri et al., 2015; Vitaglione et al., 2015; Delgado & Guinard, 2011). Therefore, if consumption choices are based exclusively on sensory characteristics, consumers would miss the opportunity to consume healthier oils. This points to the need of increasing awareness through the provision of clear and concise information.
Original languageEnglish
Title of host publicationBook of Abstracts. SIDEA – Società Italiana di Economia Agraria LIX Convegno annuale : Agricoltura, alimentazione e mondo rurale di fronte ai cambiamenti dello scenario globale: politiche e strategie per la sostenibilità e la resilienza
Number of pages6
Place of PublicationBologna
Publication date2023
Article numberSIDEA2023_107
Publication statusPublished - 2023
EventLIX Annual Congress of SIDEA – Società Italiana di Economia Agraria. SIDEA 2023 - Marina di Orosei, Italy
Duration: 21 Nov 202322 Nov 2023
Conference number: 59


ConferenceLIX Annual Congress of SIDEA – Società Italiana di Economia Agraria. SIDEA 2023
CityMarina di Orosei
Internet address


  • Extra virgin olive oil
  • Laboratory experiment
  • North Africa
  • Sensory characteristics
  • Consumer preferences

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