Table 1.

Summary statistics related to product and consumer characteristics (982 observations).

Variables	Description	Mean
		(St. Dev.) a
Product variables
Dependent Variable
Price	EVOO price €/l	6.088
		(1.7139)
Explanatory Variable
Organic	1 = EVOO made from organic agricultural practices	0.024
GIs	1 = EVOO sold with Geographical Indications (DOP/PGI)	0.038
Italian Origin	1 = Italian EVOO	0.430
Non-European Origin	1 = Product from Non-European EVOOs	0.321
European Origin	1 = Product from European EVOOs	0.249
Filtered	1 = Filtered Product	0.989
Unfiltered	1 = Unfiltered Product	0.011
Product in Promotion	1 = Product sold in promotion	0.563
Glass Packaging	1 = Product sold in glass packages	0.986
Other Packaging Material	1 = Product sold in other packages (e.g., plastic)	0.014
1 L	1 = Package Size 1liter	0.891
0.75 L	1 = Package Size 0.75 L	0.078
0.5 L	1 = Package Size 0.5 L	0.031
Consumer variables
Gender	1=Female consumer	0.529
Household size	1–6 = Number of household members	3.089
		(1.1311)
Child below 18 years old	1 = Household with child below 18 years old	0.671
Education	1–3 = 1 Middle school education, 2 High school education, 3 University education	2.227
		(0.6935)
Income	1–3 = 1 Individual monthly income below 1000€,	2.258
	2 between 1001€–2000€, 3 above 2001€	(0.6860)
Shopping EVOO on offer	1 = Purchase an EVOO on promotion	0.562
Interest in label information	1–5 = “I am interested in labeling”, where 1 stands for “strongly disagree” and 5 for “strongly agree”	4.220 (0.7075)
Interest in product origin	1–5 = “I am interested in product origins”, where 1 stands for “strongly disagree” and 5 for “strongly agree”	3.910
		(0.9470)
Interest in branded products	1–5 = “I am interested in branded products”, where 1 stands for “strongly disagree” and 5 for “strongly agree”	3.899
		(0.9662)

^a For all binary variables the mean represents the percentage of observations, the value of the standard deviation is omitted.