..., 2016 ; Zanoli and Naspetti, 2002). Oliveira et al. (2021) and Huang et al. (2019) argue that the means-end chain theory (MEC) aims to explain the relationship between attributes, consequences and values (A-C-V). This theory derives from the seminal works of Olson...

... to become vegetarians and investigates the negative aspects of these dietary types. Design/methodology/approach The authors conducted in-depth, one-to-one laddering interviews with 33 vegetarians in South Korea based on the means-end chain theory. The laddering technique is a qualitative approach...

... have just one dimension. Also, SEM has shown a statistically significant positive relationship between A-C-V perceived by consumers of coffee in capsules. These results confirm the hypotheses developed based on the Means-End Chain Theory (MEC). Originality/value As academic contributions...