Consumer Willingness to Pay for Certified Olive Oil: Evidence from the Albanian Market

Abstract

Analyzing the premium consumers attach to specialized food attributes has gained increasing attention in agricultural economics and marketing. In food markets, product quality is often not directly observable, making signals such as certification labels, brand image, and origin information essential in guiding consumer choices. Against this backdrop, this study examines the variables influencing Albanian consumers’ propensity to spend on olive oil, with particular emphasis on product characteristics and socio-demographic factors. The study relies on primary data obtained from a structured survey administered to Albanian consumers responsible for household food purchasing decisions. To analyze how WTP is affected by variables such as age, gender, income, education, branding, and certification, econometric methods, including multinomial logistic regression and ordinary least squares (OLS), were applied. The findings suggest that age, gender, education level, and income do not have a statistically significant effect on the extra amount that consumers are able to pay for organically certified olive oil. Instead, product-specific attributes play a more decisive role. Organic certification, in particular, commands a higher price premium than ISO certification. Additionally, the presence of a well-established and recognizable brand positively impacts consumers’ willingness to pay. These findings highlight the priority of differentiation strategies within the Albanian olive oil sector. Focusing on organic certification and brand development can enhance consumer confidence and perceived product value. This research contributes valuable knowledge for producers, traders, and policymakers seeking to promote the growth of premium and certified agricultural products.

Received: 17 January 2026 / Revised: 24 February 2026 / Accepted: 7 March 2026 / Published: 25  March 2026