An overview of means-end theory: potential application in consumer-oriented food product design |
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| Affiliation: | 1. Nutrition & Food- Animal Sciences, Wageningen UR, PO Box 65, 8200 AB Lelystad, The Netherlands;2. Product Design & Quality Management- Agrotechnology and Food Sciences, Wageningen UR, P.O. Box 8129, 6700 EV Wageningen, The Netherlands;1. College of Economics and Management, Nanjing University of Aeronautics and Astronautics, Nanjing, 211106, China;2. School of Information Systems and Technology Management, UNSW Australia, Sydney, 2052, NSW, Australia;1. Research Centre on Food, Consumer Behavior and Gender, Department of Finance, China Women’s University, Beijing, China;2. MAPP Centre, Department of Management, Aarhus University, Aarhus, Denmark |
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| Abstract: | This paper presents an overview of the means-end chain theory and associated techniques, and discusses the virtues and shortcomings of its potential application in consumer-oriented food product design. This overview, based on literature in the food area, presents also the process of conducting a means-end study by drawing on previous research on consumers’ motivations regarding meal choice. Finally, the usefulness of means-end studies in the context of consumer-oriented food product design is evaluated and future research trends in this area are discussed. |
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