Blockchain for the valorization of Made in Italy extra virgin olive oil: A discrete choice experiment on young consumers

The authenticity and traceability of Italian extra virgin olive oil (EVOO) are key consumer concerns, particularly considering counterfeit products threatening the Made in Italy brand. Italian EVOO is distinguished by its low acidity and unique polyphenolic and aromatic composition, which contribute to its high quality and health benefits. Considering the new Italian law for the protection of the Made in Italy brand, blockchain technology could become a viable instrument to improve transparency and ensure the uniqueness and excellence of Italian EVOO. This study examined young Italian consumers' preferences for blockchain-traced EVOO using a labelled discrete choice experiment. The objective was to assess their willingness to pay for blockchain-enabled traceability and its influence on purchasing behavior. Data were collected via an online survey with 245 participants aged 18–40, and the results were analyzed using a random parameter logit model to account for preference heterogeneity. Findings reveal a strong preference for Italian-origin EVOO, with blockchain-certified products receiving a positive consumer response. The analysis also indicates that consumers are willing to pay a premium for blockchain-traced EVOO, particularly when combined with Italian origin. These results highlight the potential of blockchain technology in strengthening consumer trust and protecting Made in Italy products.