Attribute, consequence and value codes used to construct the ladders
| Means-end chain structure | Codes | Description | |
|---|---|---|---|
| Attributes | Concrete | 1 | Lactose- and dairy-free |
| 2 | Creaminess/Thicker texture | ||
| 3 | Versatility | ||
| 4 | Sugar content | ||
| 5 | Similar taste to dairy | ||
| 6 | Oat taste | ||
| 7 | Price importance | ||
| 8 | Nutrient fortification | ||
| 9 | Preservatives content | ||
| 10 | Shelf-stable | ||
| 11 | Protein content | ||
| 12 | Fat content | ||
| Abstract | 13 | Animal welfare | |
| 14 | Environmentally friendly | ||
| 15 | Natural/Vegan/Organic | ||
| Consequences | Functional | 16 | Food wastage concerns |
| 17 | Body fitness | ||
| 18 | Cooking experience | ||
| 19 | Budget control | ||
| 20 | Eat more natural | ||
| 21 | Fit into daily routine | ||
| 22 | Less stomach issues | ||
| Psychosocial | 23 | Palate predilection | |
| 24 | Health concerns | ||
| 25 | Planet sustainability | ||
| 26 | Labor and farmers’ welfare | ||
| 27 | Good quality of life | ||
| 28 | Care about food production | ||
| Values | Instrumental | 29 | Pleasure of eating |
| 30 | Self-care/Activeness | ||
| 31 | Value the money | ||
| 32 | Family and connections | ||
| 33 | Environmental consciousness | ||
| 34 | Recognition | ||
| 35 | Longevity | ||
| Terminal | 36 | Health and well-being | |
| 37 | Accomplishment | ||
| 38 | Benevolence | ||
| 39 | Universalism | ||
| 40 | Hedonism | ||
| Means-end chain structure | Codes | Description | |
|---|---|---|---|
| Attributes | Concrete | 1 | Lactose- and dairy-free |
| 2 | Creaminess/Thicker texture | ||
| 3 | Versatility | ||
| 4 | Sugar content | ||
| 5 | Similar taste to dairy | ||
| 6 | Oat taste | ||
| 7 | Price importance | ||
| 8 | Nutrient fortification | ||
| 9 | Preservatives content | ||
| 10 | Shelf-stable | ||
| 11 | Protein content | ||
| 12 | Fat content | ||
| Abstract | 13 | Animal welfare | |
| 14 | Environmentally friendly | ||
| 15 | Natural/Vegan/Organic | ||
| Consequences | Functional | 16 | Food wastage concerns |
| 17 | Body fitness | ||
| 18 | Cooking experience | ||
| 19 | Budget control | ||
| 20 | Eat more natural | ||
| 21 | Fit into daily routine | ||
| 22 | Less stomach issues | ||
| Psychosocial | 23 | Palate predilection | |
| 24 | Health concerns | ||
| 25 | Planet sustainability | ||
| 26 | Labor and farmers’ welfare | ||
| 27 | Good quality of life | ||
| 28 | Care about food production | ||
| Values | Instrumental | 29 | Pleasure of eating |
| 30 | Self-care/Activeness | ||
| 31 | Value the money | ||
| 32 | Family and connections | ||
| 33 | Environmental consciousness | ||
| 34 | Recognition | ||
| 35 | Longevity | ||
| Terminal | 36 | Health and well-being | |
| 37 | Accomplishment | ||
| 38 | Benevolence | ||
| 39 | Universalism | ||
| 40 | Hedonism | ||
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