Consumer value structures towards supermarket versus farm shop purchase of apples from integrated production in Belgium

This paper compares consumer motivation for buying “Integrated production” certified and labelled apples through either farm shops or supermarkets. The research methodology builds on means‐end‐chain (MEC) theory, with data collected through personal laddering interviews in Belgium. Hierarchical value maps, which visualise motivational structures of supermarket and farm shop purchase of quality labelled apples, are presented. Apple buyers at both outlet types pursue similar values, with health being paramount, but realise those values through largely different MECs. The findings reveal interactions between market channel characteristics and product attributes. Also, the study shows how outlet choice influences the perception and the motivation structure of the respondents for fresh apples. From the findings, implications pertaining to advertising are set forth through the application of the “Means‐end conceptualisation of the components of advertising strategy” or MECCAS model.