Assess the impact of subjective norms of consumers' behaviour in the Greek olive oil market |
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| Institution: | 1. University of Thessaly, Department of Agriculture Crop Production and Rural Environment, Fytoko, 38446 Volos, Greece;2. University of Thessaly, Department of Planning and Regional Development, Pedion Areos, 38334 Volos, Greece;1. Geodynamic, Geo-education and Geoheritage Research Group (3GRG), Department of Earth Sciences, Faculty of Sciences, Chouaïb Doukkali University, B.P. 20, 24000 El Jadida, Morocco;2. Geodynamic and Variscan Geosciences Laboratory (LGGV), Department of Earth Sciences, Faculty of Sciences, Chouaïb Doukkali University, B.P. 20, 24000 El Jadida, Morocco;3. Marine Geosciences and Soil Sciences Laboratory (LGMSS), Department of Earth Sciences, Faculty of Sciences, Chouaïb Doukkali University, B.P. 20, 24000 El Jadida, Morocco;1. Maringá State University, Av Colombo 5.790, Maringá, PR, CEP 87020-900, Brazil;2. University of Brasília, Brazil;1. Qingdao Institute of Bioenergy and Bioprocess Technology, Chinese Academy of Sciences, Qingdao 266101, PR China;2. University of Chinese Academy of Sciences, Beijing 100049, PR China;1. Business School, Faculdade Meridional – IMED, Senador Pinheiro, 304, Cep: 99070-220, Passo Fundo, Brazil;2. School of Management, Universidade Federal do Rio Grande do Sul, Washington Luis, 855, Cep: 90460-010, Porto Alegre, Brazil;3. School of Management, Universidade FEEVALE, ERS 239, 2755, Cep: 93352-000, Novo Hamburgo, Brazil;1. Department of Industrial and System Engineering, Chung Yuan Christian University, Chung Pei Road No. 200, Chungli City 32023, Taiwan;2. Department of Information Technology, Satya Wacana Christian University, Jl. Diponegoro 52-60, Salatiga 50711, Indonesia;3. Department of Industrial Engineering, Atma Jaya Catholic University, Jakarta, Indonesia |
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| 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. |
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| Keywords: | Consumer behaviour Willingness to pay Olive oil |
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