Consumer motives for buying or not buying a seafood product can be analysed in terms of means-end chain theory. According to this theory, consumers are motivated to buy a product to the extent that it, in the mind of the consumer, contributes to the fulfilment of personal life values. Means-end chains are used as a model of how consumers perceive the link between products and life values; more specifically, the show how consumers link product attributes to self-relevant consequences and life values. Such chains are usually measured by a qualitative interviewing procedure called laddering.
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