Consumer Response to PDO Table Olives: An Analysis of Consumer Behavior for Using Ordered Logistic Regression

The table olive sector in Italy is a vital component of the national economy and cultural heritage. Italy ranks third in the European Union and eighth globally in table olive production. Through an analysis conducted from June to September 2023, this study explores consumer preferences, purchasing habits, and the willingness to pay for Protected Designation of Origin certified olives. The study actively contributes to the literature by shedding light on consumer preferences and behaviors regarding table olives, a topic that has been largely neglected in both national and international research. The results reveal insights into how age, gender, educational level, residence city, purchasing location, willingness to pay, and preferred olive types influence consumer behavior. These find- ings provide valuable information for stakeholders and policymakers to enhance market competitiveness, promote sustainable growth, and preserve Italy's rich olive heritage.