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Chapitre d'ouvrage

Motivations and values: a means-end chain study of French consumers

Abstract : The aims of this study were to investigate consumer expectations, attitudes and behaviour intentions with regard to organic food in France, with particular emphasis on quality, distribution channels, environmental and health aspects. Additionally the research aimed to identify specific needs and wants that can be met by organic products, as well as barriers to purchase. Based on means-end chain analysis (or laddering interviews), maps of consumer motivation are presented. Data was collected through qualitative interviews with 100 regular and occasional consumers of organic food in four regions of France. Many studies show that the main motivation for buying organic products is, not primarily the environment but, own health and enjoyment. This means-end chain study demonstrates that for organic consumers in France, the importance of egocentric values in the purchase of organic food is attenuated by respect for tradition, family health and well-being, specifically that of children, and a sense of wanting to sustain or protect the environment. In the final analysis, the difference between consumer concerns is depicted as, not a polarised debate in terms of egocentric vs. universal values but rather, a series of concentric spheres of influence ranging from the individual to the familial to the societal / global. Thus, the wider the circle of persons that the consumer considers when buying organic food products, the broader will be his/her motivation to purchase. This study also raises interesting questions relating to emerging approaches to the study of organic consumer demand, such as particular consumption situations or eating events and the experience of purchasing in terms of shop location, image and atmosphere as defined in food anthropology, and factors that contribute to consumer trust in organic foods. These topics are now ripe for further study.
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Chapitre d'ouvrage
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Déposant : Migration Prodinra <>
Soumis le : samedi 6 juin 2020 - 14:01:11
Dernière modification le : mercredi 1 juillet 2020 - 12:40:00


  • HAL Id : hal-02816560, version 1
  • PRODINRA : 12932



Lucie Sirieix, Agnès Allessandrin, Vanessa Persillet. Motivations and values: a means-end chain study of French consumers. Sociological perspectives of organic agriculture: from pioneer to policy, CABI Publishing, 2006, 1-84593-038-X. ⟨hal-02816560⟩



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