An application of means-end chain approach to consumers' orientation to health and hedonic characteristics of foods

An adapted laddering technique was used to identify the way consumers perce ive health and hedonic aspects of foods. In the interviews, respondents (N = 47) first sorted 32 foods into four categories: (1) healthful and pleasur e-giving, (2) not healthful and pleasure-giving, (3) healthful and not plea sure-giving, (4) not healthful and not pleasure-giving. Respondents then ge nerated characteristics of foods in each category and answered questions re garding the attributes they considered to be important in terms of these fo ods. The laddering data were aggregated and interpreted by means of so-call ed "hierarchical value maps". The 425 terms elicited in the laddering inter views were coded into 59 categories, 22 for attributes and 37 for consequen ces. Several health characteristics of foods were found, such as: obtaining beneficial compounds, the importance of nutrients, reduced fat content and general health effects of foods. Essential hedonic characteristics were pl easure, taste and good sensory appeal in general. Similarities and differen ces among the four food categories in regard to attributes and consequences produced in the laddering interviews were analyzed by multiple corresponde nce analysis (MCA). Links between expressed beliefs and consequences can he lp to understand motivational structures underlying a choice of foods which are considered healthful or pleasure-giving or both.