Consumer motivation towards purchasing fruit from integrated production in Belgium

Consumer concerns about food safety have been steadily growing during the last decade. Along with the recognition of the increasing power from the consumer side of food chains, this has forced agricultural producers to innovate and adapt their production methods. One of those developments is integrated production of pip fruit (IFP). This research analyses and presents motivational structures of consumers towards purchasing IP fruit in Belgium. The research methodology builds on means-end-chain (MEC) theory, with data collected through personal laddering interviews with consumers. A hierarchical value map, indicating motivational structures for farm shop purchase of IP-labelled apples, is presented. IP-apple buyers pursue typical values, with health being paramount. The findings reveal interactions between market channel characteristics and product attributes, including characteristics that refer to production methods. Also, the study shows how outlet choice influences the perception and the motivation structure of the respondents for the specific product, fresh fruit in this case. From the findings, two sets of implications are set forth. First, marketing implications pertaining to advertising through the application of the "Means-End Conceptualization of the Components of Advertising Strategy" or MECCAS model. Second, implications to producers with respect to adapting their production methods to the needs and wants of the present end consumers.