Are short food supply chains a sustainable alternative to traditional retailing? A choice experiment study on olive oil in Spain

This paper examines the consumers purchasing behaviour on Short Food Supply Chains (SFSC) using a choice experiment for extra virgin olive oil, as one of most regularly food supplied through SFSC in Spain, and cluster analysis to segment by their perceptions behavior. Results reveal that consumers` distribution channel preferences are similar although there is negative reaction online purchasing. Additionally, since willing pay more local organic food, opens opportunities development. Hence, implementation policies encouraging use eco-environmental labeling, can foster