Consumers who purchased and consumed local extra virgin olive oils as part of their diet (i.e. the consumer group who only consumed local extra virgin olive oils and the group who consumed both local and imported extra virgin olive oils) seemed to be more likely to be motivated in their purchase behavior by other indirect product attributes and consequences (e.g. personal connections and supporting friends). Consumers who purchased and consumed imported extra virgin olive oils as part of their diet seemed to be more motivated by the critical non-sensory factor of price than any other non-sensory factors.