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Communication campaigns designed to convey clear and useful information for the purchase decision are the key to increasing knowledge and, consequently, consumption. Using data collected from a total of 3200 olive oils consumers (Spain, Germany, the United Kingdom, and Denmark), this work studies the level of consumer objective knowledge of olive oils, an essential component of the Mediterranean diet and offers several recommendations for informing communication strategy in this sector to improve knowledge and drive up the consumption of high\u2010quality oil.<\/jats:p>\n                  <jats:p>The results reveal significant differences and, in general, a great lack of knowledge and confusion around olive oils in the analyzed countries, particularly in nonproducing countries.<\/jats:p>","DOI":"10.1111\/1750-3841.70528","type":"journal-article","created":{"date-parts":[[2025,9,3]],"date-time":"2025-09-03T11:19:11Z","timestamp":1756898351000},"update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":1,"title":["Knowledge as a Key Factor in Consumption and Its Importance for Agrifood Product Communication"],"prefix":"10.1111","volume":"90","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-5806-9076","authenticated-orcid":false,"given":"Elisa","family":"Garrido\u2010Castro","sequence":"first","affiliation":[{"name":"University of Ja\u00e9n  Ja\u00e9n Spain"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-5843-4894","authenticated-orcid":false,"given":"Sergio","family":"Valdelomar\u2010Mu\u00f1oz","sequence":"additional","affiliation":[{"name":"University of Ja\u00e9n  Ja\u00e9n Spain"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Francisco J.","family":"Torres\u2010Ruiz","sequence":"additional","affiliation":[{"name":"University of Ja\u00e9n  Ja\u00e9n Spain"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Eva M.","family":"Murgado\u2010Armenteros","sequence":"additional","affiliation":[{"name":"University of Ja\u00e9n  Ja\u00e9n Spain"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"311","published-online":{"date-parts":[[2025,9,3]]},"reference":[{"key":"e_1_2_11_2_1","doi-asserted-by":"publisher","DOI":"10.1108\/00070701111179988"},{"key":"e_1_2_11_3_1","doi-asserted-by":"publisher","DOI":"10.1177\/0743915618824332"},{"key":"e_1_2_11_4_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jclepro.2021.130046"},{"key":"e_1_2_11_5_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2019.101999"},{"key":"e_1_2_11_6_1","doi-asserted-by":"publisher","DOI":"10.1080\/23311932.2025.2497921"},{"key":"e_1_2_11_7_1","doi-asserted-by":"publisher","DOI":"10.1108\/00070709510085648"},{"key":"e_1_2_11_8_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.foodqual.2012.03.004"},{"key":"e_1_2_11_9_1","volume-title":"Consumer Behavior","author":"Blackwell R. 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