The purpose of this study is to analyze how the provision of information regarding the health benefits of olive oil affects consumer behaviors. A choice experiment was conducted with Japanese consumers with a choice-based conjoint analysis using a random parameter logit model. Consumers were divided into three groups: one was given no information regarding the health benefits, the second only the advantages, and the last both the advantages and disadvantages. The results showed that consumer evaluations of cholesterol 0 labeling were higher when presented health benefits, and the evaluation of all olive oils was enhanced when the disadvantages were also presented.