Over the last decade, the consumption of olive oil has experienced a great boom in Europe and the world in general, not only in the producing countries, but also among those that are not. Such growth is due to the integration of a cultural phenomenon established among the major olive oil-producing countries (Spain, Italy, and Greece), thanks mostly to the Mediterranean diet - a concept of nutrition that provides important health benefits and in which olive oil is one of the main factors. The Mediterranean diet has been declared by UNESCO as an "intangible cultural heritage of mankind", which contributes to the promotion of the Mediterranean diet, as well as olive oil. The assumption is that research into consumer preferences can increase olive oil consumption, especially in countries where olive oil is not common in consumption. Therefore, the paper will review the factors that influence consumer decision-making when buying olive oil, which arose from a review of the literature. For this purpose, a preliminary survey was conducted through two focus groups on a sample of 7 respondents. The choice of the focus group as a method of obtaining empirical data enabled a better understanding of the attitudes of the respondents to the studied topic. Also, the preliminary research aimed to investigate how certain factors can affect not only the intention to behave/buy but also the perception of the quality of olive oil. According to the review of available literature and focus groups, the most important factors that will be considered in this paper are: geographical indications and designations of origin, organic production labels, health aspects, sensory properties, and packaging and price of olive oil.