Organic extravirgin olive oil consumption in Italy

In the last ten years, there has been a change in consumer behaviour and life-styles in all the economically most advanced countries due to the power of the large-scale retail trade. Italian and European consumers are more discerning in terms of food security and guarantees. Demand for quality products and in particular organic ones is growing steadily coupled with a greater consumer disposition to pay for satisfaction. This research evaluates consumer behaviour towards organic extravirgin olive oil by identifying homogeneous consumer groups using multivariate statistical analysis.