Consumers who purchased only imported extra virgin olive oils
also valued financial responsibility and Italian identity besides.
However, these values were not shared with the consumers
who purchased only locally produced extra virgin olive oils,
possibly due to smaller number of consumers sampled in the
study. These consumers, instead, valued environmental caring. The
consumers who purchased both locally produced and imported extra
virgin olive oils only shared the financial responsibility value
with the consumers who purchased only imported extra virgin olive
oils. These consumers, instead, also valued food security, buy
California, environmental caring, and loyalty.