Consumer behaviour and values driving organic food choice in Latvia: a means-end chain approach

Abstract

The purpose of this study is twofold: to offer insights into the Latvian organic food market exploring the values that underlie consumers purchasing decisions, and to illustrate how means-end chain theory can be applied to map communications that convey effective messages to potential consumers. Focus groups and Laddering interviews were conducted and means-end chain value map designed. The results show that most Latvian consumers consider organic products as very healthy, of good quality and taste. However, these products are perceived as rather expensive and of questionable appearance. Consumers highly concerned on health and safety of food product and on friendlier with the environment production systems would be more willing to buy organic products. Means-end chain theory and laddering technique appear to be valuable for mapping consumer decision making process and providing advices for communication. The findings have implications for future sector-based communication to consumers and, potentially, for product development and labelling.