The role of labels and color packaging on olive oil healthfulness evaluation

Consumers are increasingly interested in food healthfulness, especially for food products characterized by high unitary value, such as olive oil. In that sense, producers can use multiple certification labels in their food packaging to attract health-conscious, environmentally-concerned consumers and stimulate responsible and healthy consumption. However, previous research did not clarify which certification label is better perceived by consumers. Across two experimental studies, by focusing on two different labels (i.e., PDO and organic EU eco-label), this research reveals that the organic EU eco-label (vs. PDO label) increases the perceived product healthfulness and, in turn, the quality perceptions of the product especially when the olive oil is presented in a transparent (vs. au naturel) packaging. Implications to scholars and managers interested in understanding consumers’ perceptions concerning the certification labels and color packaging in the consumers’ decision-making process are presented.