Sustainability Labels on Olive Oil: A Review on Consumer Attitudes and Behavior

Yamna Erraach, Fatma Jaafer, Ivana Radić and Mechthild Donner
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Yamna Erraach: Laboratory of Rural Economy, National Agronomic Institute of Tunisia, University of Carthage, 43 Avenue Charles Nicolle, Tunis-Mahrajène 1082, Tunisia
Fatma Jaafer: National Agronomic Institute of Tunisia, University of Carthage, 43 Avenue Charles Nicolle, Tunis-Mahrajène 1082, Tunisia
Ivana Radić: INRAE—French National Institute for Agriculture, Food and Environment, UMR MoISA (INRAE, Université Montpellier, Cirad, Ciheam-Iamm, Institut Agro, IRD), 34060 Montpellier, France
Mechthild Donner: INRAE—French National Institute for Agriculture, Food and Environment, UMR MoISA (INRAE, Université Montpellier, Cirad, Ciheam-Iamm, Institut Agro, IRD), 34060 Montpellier, France

Sustainability, 2021, vol. 13, issue 21, 1-23

Abstract: Product labeling is a way to inform consumers and increase their awareness about sustainability attributes of products. It guarantees the use of specific production conditions, promotes market incentives and highlights environmental, social and/or ethical product attributes. This study provides a literature review of sustainability labels on olive oil including consumer attitudes and behavior towards this product. Results show that consumers have positive attitudes towards olive oil carrying sustainability labels and are willing to pay more for olive oil carrying those labels. However, the major drivers of this behavior are far from being related to sustainability. This insight jeopardizes the main objective of those labels and suggests more clarifications about the information delivered by them. More in-depth investigations are needed about the drivers of consumer behavior towards olive oil carrying sustainability labels.

Keywords: sustainability; labels; consumer behavior; attitudes; olive oil (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:13:y:2021:i:21:p:12310-:d:674571

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