Beliefs or perceptions towards organic extra virgin olive oil were measured comparatively with conventional,
non-organic extra virgin olive oil using a five point Likert scale asking which oil is identified with a series of
statements. The range of answers is from 1: Clearly the conventional to 5: Clearly the organic. General attitude was measured directly, through two items, using the scale from Mitchell and Olson (1981) as a reference. General
attitude was measured indirectly, through 24 items, based on the general beliefs discussed in the literature about
organic food (as previously noted) and on the information obtained from four discussion groups focused on the
perceptions of organic foods and olive oils (see Vega et al., 2010). All these items are shown in Table 6.
Beliefs or perceptions towards organic extra virgin olive oil were measured comparatively with conventional,non-organic extra virgin olive oil using a five point Likert scale asking which oil is identified with a series ofstatements. The range of answers is from 1: Clearly the conventional to 5: Clearly the organic. General attitude was measured directly, through two items, using the scale from Mitchell and Olson (1981) as a reference. Generalattitude was measured indirectly, through 24 items, based on the general beliefs discussed in the literature aboutorganic food (as previously noted) and on the information obtained from four discussion groups focused on theperceptions of organic foods and olive oils (see Vega et al., 2010). All these items are shown in Table 6.
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