The target population for this study was defined as urban buyers of olive oils, over 25 years old and living in
Spain. Urban consumers are the segment most likely to purchase organic food, as shown by Von Alvensleben and
Altmann (1986), Aguirre et al. (2003), Radman (2005) and Wier et al. (2008). Furthermore, in Spanish cities there
are few young people under the age of 25 who are responsible for food purchasing decisions. Any buyer who
purchased olive oil in the past year was considered to be an olive oil consumer.