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A means-end chain approach to investigate motives for the choice of bread made from heritage cereals

Wang, Wen-Xiu; Hempel, Corinna and Roosen, Jutta (2023) A means-end chain approach to investigate motives for the choice of bread made from heritage cereals. Paper at: 63. GEWISOLA-Jahrestagung 2023, Göttingen, Deutschland, 20.09.-22.09.2023. [Completed]

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Soft laddering shows that the attribute heritage cereals has only weak linkages. Mostly associated with the psychosocial consequences environmental protection and variety & diversity. Hard laddering reveals that the three functional consequences good taste, support small businesses and handcraft and following a healthy and conscious diet are especially relevant. Many psychosocial consequences (especially naturalness and environmental protection, but also health) lead to the value of universalism. Pleasure is another important psychosocial consequence leading to hedonism.

EPrint Type:Conference paper, poster, etc.
Type of presentation:Paper
Keywords:BÖL, BOEL, FKZ 19OE021, ReBIOscover, Heritage Cerals, Hierarchical Value Map, MEC, Means-end-chain, laddering
Agrovoc keywords:
behavioral science -> behavioural sciences
Subjects: Farming Systems > Farm economics
Food systems > Food security, food quality and human health
Environmental aspects > Biodiversity and ecosystem services
"Organics" in general > Countries and regions > Germany
Research affiliation: Germany > Federal Organic Farming Scheme - BOEL > Food > Processing
Germany > University of Munich - TUM
Related Links:https://orgprints.org/id/eprint/39126/
Deposited By: Geiß, René
ID Code:51807
Deposited On:25 Oct 2023 09:12
Last Modified:25 Oct 2023 09:22
Document Language:English
Refereed:Peer-reviewed and accepted
Additional Publishing Information:{Projekt} ReBIOscover: Wiederentdeckung regionaler Getreide-Landsorten zur nachhaltigen Herstellung von Bio-Lebensmittelspezialitäten (Verbundvorhaben). [Rediscovery of regional ancient grain varieties for the sustainable production of organic food.] Laufzeit: 2021 - 2023. Leiter/in: Scherf, Prof. Dr. Katharina; Fleissner, Dr. Klaus; Nadas, Anita und Roosen, Prof. Dr. Jutta, Karlsruher Institut für Technologie (KIT), D-Karlsruhe; Bayerische Landesanstalt für Landwirtschaft (LfL), D-Freising; Technische Universität München, D-München. Online abrufbar unter: https://www.orgprints.org/id/eprint/39126/

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