Consumer value structures towards supermarket versus farm shop purchase of apples from integrated production in Belgium
Consumer value structures towards supermarket versus farm shop purchase of apples from integrated production in Belgium
Vannoppen, J.; Verbeke, W.; Huylenbroeck, G. van
British Food Journal 104(10/11): 828-844
2002
ISSN/ISBN: 0007-070X
DOI: 10.1108/00070700210448917
This paper compares consumer motivation for buying "integrated production" certified and labelled apples through either farm shops or supermarkets. The research methodology builds on means-end-chain (MEC) theory, with data collected through personal laddering interviews in Belgium. Hierarchical value maps, which visualize motivational structures of supermarket and farm shop purchase of quality labelled apples, are presented.