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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



British Food Journal 104(10/11): 828-844



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.

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Accession: 003692472

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