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Abstract
This paper investigates the factors affecting product class involvement for food. Factors
affecting specific aspects of involvement are also explored. The aim is to determine the factors that
affect involvement with food and sketch the profile of consumers more likely to be involved or not
involved with food. Building on the literature a conceptual model is developed and empirically tested
using survey data collected from supermarkets in Athens. Data were analyzed using probit and ordered
probit analysis and marginal effects were calculated which show how much the level of involvement or
importance is affected when a variable is changed. Results show that younger consumers, those with
higher education and income that engage in nutritional label use behaviour and do not prepare food
for their household are more likely to have low involvement with food. Less distinctive characteristics
are apparent for the highly involved consumers. Different consumer profiles are also associated with
different aspects of food involvement based on importance attached to price, ease of preparation,
nutrition, taste, and brand name.