Healthy and Sustainable Olive Oil Consumption in Morocco: Consumer Preferences, Food Quality, and Supply Chain Resilience

This study examines the main dimensions shaping Moroccan consumers’ preferences for olive oil within the context of sustainable and healthy diets. Based on a survey of 290 Moroccan olive oil consumers from several Moroccan regions, this study applies Principal Component Analysis with Varimax rotation to identify the main dimensions structuring consumer preferences. The results reveal a five-component structure explaining 57.09% of the total variance: food quality, sensory appeal, and health perception; sustainability-oriented willingness to pay; cultural attachment and local food identity; supply chain transparency and nutrition perception; and economic accessibility of healthy and sustainable food. The findings show that sensory quality and perceived health benefits remain central determinants of consumer choice, while sustainability-oriented willingness to pay and local attachment also contribute to preferences. However, affordability and availability continue to influence purchasing decisions, highlighting the need to reconcile healthy and sustainable food choices with economic accessibility. This study contributes to research on sustainable food systems by providing empirical evidence from the Moroccan olive oil sector and offers implications for producers, cooperatives, retailers, and policymakers seeking to promote healthier diets, consumer trust, and resilient local food systems.