In recent decades, our evolving relationship with the environment has emerged as a prevailing global concern. Various stakeholders, including businesses, consumers, and institutions, have collectively sought to comprehend the extent of their influence on the environment. This heightened awareness has initiated a significant shift in consumer purchase behavior, with individuals increasingly inclined to contribute to the reduction of negative environmental impacts. This thesis, situated in the context of Italian supermarkets, centers on the understanding of the diverse factors that influence consumers' preferences and their desire to opt for products that align with environmental preservation. By assessing consumer preferences, purchase intentions, and the willingness to pay a premium for products with sustainability claims, this study embarks on a journey to unravel the intricate dynamics governing consumer choices within the Italian Extra Virgin Olive Oil Market: not only one of the base components of the Mediterranean diet, and therefore present in almost all Italian households, but also one of the most encouraged agriculture to go towards sustainability by governmental institutions.