Refined olive oil (ROO) and extra virgin olive oil (EVOO) categories are different products with respect to their objective quality. Nevertheless, this quality gap is not reflected in the purchase behaviour of consumers in Spain, which is the main producer country worldwide. On the basis of economic theory, the price gap could be a part of the explanation; however, the objective price gap between EVOO and ROO has been on average around €0.40 kg⁻¹ since the 2007/2008 crop year in Spain. Therefore, this paper contributes to a more in-depth understanding of those factors, besides price, affecting consumers' decision-making process in olive oil markets. We examine how consumers build their purchase preferences towards two products – namely EVOO and ROO–based on their evaluative judgements shaped by person-related and environmental factors. In doing so, a theoretical model is proposed and an empirical application in southern Spain is presented, using variance-based structural equation modelling (SEM) by means of partial least squares path modelling (PLS). The results show how attitude towards EVOO and ROO play a key role in explaining both EVOO and ROO consumption. In addition, taste preferences are shown to have an overriding moderator effect on the relationship between attitude towards ROO and consumption. Negative anticipated consequences regarding EVOO are core to shape consumers' attitude towards ROO and also influence attitude towards the own product. Meanwhile, healthy shopping habits affect mainly attitude towards EVOO and the perceived value of private brands influences attitude towards ROO.

就目标品质而言，精制橄榄油（ROO）和特级初榨橄榄油（EVOO）类别是不同的产品。但是，这种质量差距并未反映在西班牙的消费者的购买行为上，西班牙是世界上主要的生产国。根据经济学理论，价格差距可以作为解释的一部分；但是，EVOO和ROO之间的客观价格差平均约为0.40千克^-1自2007/2008收成年度以来在西班牙。因此，本文有助于更深入地了解价格以外的因素，这些因素会影响橄榄油市场中消费者的决策过程。我们根据与人相关和环境因素所形成的评估判断，研究了消费者如何针对两种产品（EVOO和ROO）建立购买偏好。在此过程中，提出了一个理论模型，并通过偏最小二乘路径模型（PLS）使用基于方差的结构方程模型（SEM），提出了在西班牙南部的经验应用。结果表明，对EVOO和ROO的态度如何在解释EVOO和ROO消耗方面起着关键作用。此外，口味偏好显示出对ROO态度与消费之间的关系具有压倒性的调节作用。关于EVOO的负面预期后果是塑造消费者对ROO态度的核心，也影响着对自己产品的态度。同时，健康的购物习惯主要影响对EVOO的态度，而自有品牌的感知价值会影响对ROO的态度。