Is food a high involvement or low involvement product?
I would say that generally food is a HIGH involvement good. I would say further that the closer to their natural state and point of origin, the lower the involvement. So an apple picked off the tree and eaten right in the orchard is a relatively low involvement food, but a kiwi that has been flown to North America from New Zealand or Italy and purchased in an air conditioned or heated super-market is a high involvement food.
