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The paper presents some results from a stated-preference study that compares three samples of urban consumers of extra-virgin olive oil from three representative Italian cities: Naples (South), Rome (Centre) and Milan (North). A series of multinomial logit models are estimated from choice experiments responses and tested for unobserved heterogeneity for EU labelling informing on PDO/PGI, organic and place of origin attributes. The consequences of such form of heterogeneity are flashed out with respect to issues of market segmentation on the basis of the pattern of correlation across preferences as estimated from mixed logit models. Results indicate that product origin matters differently in different cities, while the sample from Naples is the least heterogeneous the Milan and Rome samples display highest taste heterogeneity, but also stronger intensity of taste.

Purpose – Investigating the drivers of consumers’ behaviour towards purchasing in short food supply chains (SFSCs) and clarifying their relationships, the purpose of this paper is to test the theory of planned behaviour (TPB) in order to predict the intention and the behaviour under investigation. Design/methodology/approach – The research includes a literature review of SFSCs. To investigate all the variables (attitudes, subjective norms (SN), perceived behavioural control (PBC) and intention) underlying consumers’ behaviour towards buying in SFSCs, an exploratory survey with a TPB questionnaire and a principal component analysis have been carried out among university students in Italy. Using a system of simultaneous equations, the relationships among variables have been measured. Findings – Findings illustrate that both attitudinal variables (i.e. sustainability, typicality and loyalty), SN and PBC play a key role in the consumers’ intention, that has a predictive effect on behaviour instead of PBC. Originality/value – This paper fulfils the purpose to explain and predict post-modern consumers’ preferences towards SFSCs, in order to orient policy strategies to support SFSCs.