Figure 1
The flowchart is organized vertically into six layers. Each layer contains text boxes: Layer 1: “Terminal Values”: It includes: “39 Universalism”, “37 Accomplishment”, “38 Benevolence”, “36 Health and well-being”, “40 Hedonism”. Layer 2: “Instrumental Values”: It includes: “31 Value the money”, “33 Environmental consciousness”, “30 Self-care or Activeness”, “35 Longevity”, “29 Pleasure of eating”, “32 Family and connections”. Layer 3: “Psychosocial Consequences”: It includes: “28 Care about food production”, “27 Good quality of life”, “25 Planet sustainability”, “23 Palate predilections”, “24 Health concerns”. Layer 4: “Functional Consequences”: It includes: “16 Food wastage concerns,” “20 Eat more natural”, “19 Budget control”, “22 Less stomach issues”, “21 Fit into daily routine”, “18 Cooking experience”, “17 Body fitness”. Layer 5: “Abstract Attributes”: It includes: “13 Animal welfare” and “14 Environmentally friendly.” Layer 6: “Concrete Attributes”: It includes: “10 Shelf-stable”, “7 Price importance”, “1 Lactose- and Dairy-free”, “2 Creaminess or Thicker texture”, “5 Similar taste to dairy”, “6 Oat taste”, “12 Fat content”, “3 Versatility”, “11 Protein content”, “4 Sugar content”, “8 Nutrient fortification”, “9 Preservatives content”. Across all six layers, most text boxes are connected to one another through numerous thin and thick blue lines, creating an extensive network that shows how product attributes and consequences relate to and ultimately serve underlying consumer values across different levels.Hierarchical value map generated by the authors using LadderUX® software