Given the regional dimension has become an extremely widespread concern in recent investigations of agro-food economics, this study aims at detecting extra-virgin olive oil's main attributes through a qualitative analysis of consumer behaviour in Sicily and in some Italian metropolitan areas (Rome and Milan), in order to identify the main variables that affect local with respect to regional production. The paper's aim is to inform olive oil stakeholders about consumer preferences regarding extra-virgin olive oil attributes, that include area of origin, geographical designation (PDO and PGI), organic certification and price. The aforementioned attributes constitute an additional factor of overall perceived quality, and verify if the perception of quality varies among consumers in different geographic areas. Findings emphasise the leading role that price plays and highlights how Italian olive oil consumers are positively influenced by an organic method of production and PDO certification. Furthermore, consumers from traditional olive oil production areas tend to identify their local extra-virgin olive oil as superior to others. Consumers from areas not traditionally olive oil producers consider price to be an indicator of quality and often purchase more expensive extra-virgin olive oil.