Assess the impact of subjective norms of consumers' behaviour in the Greek olive oil market

•Olive oil is an essential foodstuff for the Greek diet.•The most influential factors purchasing olive oil, are the age, the educational level, and the placement of residents in olive oil producing zones.•Consumers are willing to pay premiums only for olive oils being processed by either private companies or cooperatives.•Olive oil consumers appear to be quite environmentally friendly.

The objective of the research was to highlight the role that socio-economic and spatial attributes of consumers – households exert on their choices regarding not only the supply modes but also the price they are willing to pay for different categories of olive oil. Regarding WTP for different olive oil labels, consumers are willing to pay premiums only for olive oils being processed by either private companies or cooperatives, with the latter to gain 34% of them in case they would decide to change the olive oil they usually purchase. The most important consumer profile is the young educated consumer one.