A Means-End Chain Approach to Investigate Consumer Motives for the Choice of Bread Made from Heritage Cereals

Figures & data

Table 1. Sample description – soft laddering (study 1).

		N = 42	Percentage
Interview location	Münster (west)	11	26.2%
	Hamburg (north)	11	26.2%
	Munich (south)	11	26.2%
	Leipzig (east)	9	21.4%
Age	18–35 years	13	31.0%
	36–54 years	18	42.9%
	≥55 years	11	26.2%
Gender	female	22	52.4%
	male	20	47.6%
Education	Secondary school/ middle school/_high school	23	54.8%
	University degree/ vocational training	19	45.3%
Grocery purchase	Only me	23	54.8%
	Mainly me	12	28.6%
	Equal parts me with someone else	7	16.7%
Bread purchase	Daily	2	4.8%
	Two to three times a week	28	66.7%
	Once a week	12	28.6%

Figure 1. Hierarchical value map soft laddering (study 1).

Note: Numbers in parentheses indicate how many times an element was mentioned across all interviews. The elements were only counted once person regardless of the number of repetitions.

Table 2. Sample description (excerpt) – hard laddering (study 2).

	n = 1079	Percentage (n = 1079)	Percentage n = 1200	German population (%)
Age
18–29	186	17%	19%	19%
30–39	205	19%	19%	19%
40–49	227	21%	21%	18%
50–59	291	27%	26%	23%
60–70	170	16%	16%	21%
Gender
Female	585	54%	54%	51%
Male	491	46%	46%	49%
Divers	3	0%	0%	-
Education
Without school education/others	8	0%	1%	8%
Secondary school/Middle school/High school	337	31%	32%	n.c.*
Vocational training	400	37%	37%	55%
University degree	334	31%	30%	19%
Residence
Rural community (<5.000 citizens)	188	17%	17%	11%**
Small town (5.000–20.000 citizens)	245	23%	23%	29%**
Medium City (20.000–100.000 citizens)	244	23%	24%	28%**
Big City (>100.000 citizens)	402	37%	36%	32%**

*n.c.=not comparable. **estimation from a bar graph.

Figure 2. Hierarchical value map of hard laddering with cut off level of 100 (study 2).

Note: Numbers in parentheses indicate how many times an element was selected across all survey participants.

Table

	Hard laddering – items included in survey	Items taken from the HVM of the soft laddering	Additional items added from the soft laddering codebook	Hard laddering – items appearing in final HVM (cut off level 100)
Functional consequences	Good taste	x		Good taste
	Good product quality		x	Good product quality
	Preservation of heritage cereals	x		Preservation of heritage cereals
	Good for the digestion	Good for the body		Good for the digestion
	Healthy and conscious diet	x		Healthy and conscious diet
	Support small business and handcraft	x		Support small business and handcraft
	Regionality and short transportation		x	Regionality and short transportation
	Biodiversity and species protection	x		Biodiversity and species protection
Psychosocial consequences	Treating oneself		x	Treating oneself
	Pleasure	x		Pleasure
	Variety and diversity	x		Variety and diversity
	Naturalness		x	Naturalness
	Health	x		Health
	Maintain/create jobs	x		Maintain/create jobs
	Environmental protection	x		Environmental protection
	Good working conditions for producers	x
	Emotional well-being	x
	Local food culture		x
	Healthy and attractive appearance		x
	Doing something good	x
	Role model for children		x
Values	Hedonism	x		Hedonism
	Tradition		x	Tradition
	Universalism	x		Universalism
	Security	x		Security
	Benevolence	x		Benevolence
	Stimulation	x
	Self-determination	x