The use of ultrasounds for the extraction of extra-virgin olive oil is an emerging technology capable of improving both the efficiency of the process and the quality of the final product. However, this technology has not been introduced yet on the market mostly because of the uncertainty about consumers’ acceptance. This study aimed to investigate consumers’ preferences towards extra-virgin olive oil obtained through ultrasound-assisted extraction. For this purpose, a laboratory experiment was performed by combining sensory evaluation and experimental auction to elicit consumers’ willingness-to-pay under different information scenarios. The results of the study suggested that extra-virgin olive oil extracted through ultrasounds may be, generally, accepted by consumers. Whilst, no empirical evidences emerged to support the hypothesis that consumers are also willing to pay a premium price for such innovative product.

使用超声波提取特级初榨橄榄油是一项新兴技术，能够同时提高加工效率和最终产品的质量。然而，由于消费者接受度的不确定性，尚未将该技术引入市场。这项研究旨在调查消费者对通过超声辅助提取获得的特级初榨橄榄油的偏好。为此，结合感官评估和实验拍卖进行了一项实验室实验，以激发消费者在不同信息场景下的支付意愿。研究结果表明，通过超声波提取的特级初榨橄榄油通常可以为消费者所接受。同时，