Exploring motivations for adopting plant-based diet: the mean-end chain approach

Despite the significance attached to the role of values in the adoption of plant based diet (PBD) which can be beneficial for both public health and environmental concerns, the majority of studies looked at values from a quantitative approach using established scales. This has resulted in the lack of knowledge about the ways values can shape people’s behaviours in the adoption of PBD. Hence, this study proposes a qualitative methodology comprising laddering technique and the application of mean-end chain theory to explore the values and motivations behind consumer adaptation of PBD. In doing so, 20-25 in-depth interviews with wide range of U.K. vegans, as one of the fast growing markets, will be conducted. This study aims to contribute to the literature on consumer attitudes and willingness to adopt a plant-based diet by exploring the consumer cognitive structures behind such behaviour. The study will discuss its implications for marketers, social marketers and policy makers.