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May 22, 2026Q OpenOpen Access

Preferences for olive oil between taste and healthiness: An incentivised experiment in Morocco and Tunisia

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Authors

SPSimone PirasCBCarla BarlagneJCJesper Clement

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Overview

Experimental auction assesses olive oil preferences, revealing health information boosts demand for healthier options.

Key Points

  • The study aims to evaluate consumer preferences for olive oil based on taste and health benefits.
  • Conducted an experimental auction with tasting in Morocco and Tunisia
  • Focused on national brands of extra virgin olive oils with varying polyphenol content
  • Analyzed willingness-to-pay before and after providing health-related information
  • Baseline differences in willingness-to-pay for oils based on taste or polyphenol content were limited
  • Health-related information increased willingness-to-pay for bitter/pungent oils compared to sweeter oils
  • The increase in willingness-to-pay persisted after retasting the oils

Cite This Study

Piras et al. (2026) studied this question.

synapsesocial.com/papers/6a0ff362d674f7c03778c072https://doi.org/10.1093/qopen/qoag017
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