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UK sales of olive oil increased by 15 per cent in real terms between 1986 and 1992. As part of a programme of research investigating the diffusion of the Mediterranean diet in the UK, investigates the reasons behind this rapid acceptance of olive oil in British kitchens through a study of consumers′ attitudes and behaviour regarding its culinary use. The study was designed to establish the salient attitudinal and normative beliefs which consumers associate with olive oil in order to assess the value of those beliefs as predictors of behaviour in respect of olive oil usage. Perceived control was found not to be relevant at an early stage in the study, therefore, the theory of reasoned action (as opposed to planned behaviour) was used as the methodological base. Data were collected by means of a questionnaire completed by 151 subjects. Attitudinal beliefs, especially those concerning flavour enhancement,were found to be important predictors of olive oil usage, casting doubt on the assumption that increased UK olive oil consumption results mainly from its perceived health benefits. As with many food choice studies normative beliefs were found not to be useful indicators of behaviour.