How consumers choose olive oil: The importance of origin cues

This study investigates quality cues to explore the importance of origin attributes in the choice of olive oil by consumers in two countries: Tunisia and France (n=245). We used best-worst scaling and latent class analysis to obtain consumer clusters. The results emphasize the importance of origin cues in consumer choice and identify three latent segments in both countries: " official cues" , " sensory cues" , and " origin cues" French consumers tend to choose olive oil based on official signals, while Tunisian consumers mainly use origin and sensory cues.