Measuring salient food attitudes and food-related values. An elaborated, conflicting and interdependent system

Consumer food choice behaviour in post-industrial countries is complex and influenced by a multitude of interacting variables. This study looked at the antecedents of behaviour and examined salient food-related values and attitudes. To discover personal meanings and patterns of everyday food choices across different situations we used a qualitative approach in the form of repertory grid interviews. An analysis of the personal constructs elicited from a representative sample of 100 Swiss consumers revealed elaborated value systems. The food-related values can be summarised as: authenticity/naturalness, conviviality, health, quality/indulgence, convenience, and price. The salience of these values and their negatively evaluated counterparts differed for various social eating situations and product categories. Consumers' personal values also differed significantly from their perception of current trends in eating culture. In every-day food choices interdependent food-related values compete and are thus a possible cause of ambivalence and conflicts. The findings offer explanations of discrepancies between values/attitudes and behaviour that may be due to situational constraints and habits. Implications for companies include the need for strategic realignment to regain consumers' trust by providing comprehensive value-congruent food solutions that also consider health and ethical criteria.