Furthermore, it is worth noting that, in general, the subjects’ degree of interest in organic products is very low and more than half of the subjects seem to have an interest in virgin olive oils (for practical purposes, subjects are
considered 'involved' if they got 4 or 5 on the scale). Considering both products together, just under a third of the sample (30.38%) indicates importance or interest in organic olive oil, but only 11.6% of consumers show strong
interest (score of 5 on both scales). Consequently, it can be assumed that the level of involvement in the market is
low (H2), (Table 3 and Figure 1)