The present work is aimed to analyse extra virgin olive oil (EVOO) consumers’ preferences, identifying those attributes that more influence consumers’ choices. In order to reach this goal, a conjoint analysis was implemented. Furthermore, the study evaluates the influence of standard and healthy characteristic on consumers preferences, such as the presence of EVOO’s natural antioxidant compounds (polyphenols). Firstly, an explorative survey was carried out, in order to investigate the EVOO market. Basing on results obtained through explorative survey, a web-based questionnaire was realized using Survey Analytics software. Results show that the most important consumers’ attributes are: country of origin, label’s information, polyphenol’s presence.
Keywords: Consumers’ preferences, EVOO, conjoint analysis, nutraceutical compounds, healthy value, attributes.