At a group level we found that both eco- and fair trade labels showed a tendency to
increase taste preferences for the product in focus. Although no significant differences
were found between the control and experimental groups, some subgroups could show
a strong preference for what was believed to be fair trade orange juice, while other
subgroups could rate the taste of this juice as less appealing. As a consequence, these
tendencies could more or less cancel out at a group level. This motivated the analysis of
correlations between taste preference and importance attached to the nine items in the
LOV.