Assessing the predictive value of means-end-chain theory: an application to meat product choice by Australian middle-aged women

Means-end-chain theory seeks to understand how consumers make links between products and self-relevant consequences and values. To date, means-end-chain theory has remained a descriptive process and has not been applied to predicting product choice. Within the context of cooking meat, the main objective of this research was to assess the predictive value of the means-end-chain theory. In a two part study, we first undertook a laddering study (n=58 middle-aged women) focusing on cooking three different meat products, using small group administration and paper-and-pencil responses to elicit mean-end-chains (MEC). In the second part, we considered all the MEC independently and incorporated them into a questionnaire, which was also comprised of psycho-social predictors from a range of behavioural models. Responses were elicited from a sample of middle-aged women (n=247). Although MEC explained little of the variance in self-reported behaviour, they were shown to be an important predictor of attitude. Contrary to expectations, the least abstract levels of the MEC appeared to be the most predictive. A critical examination of the data suggested a need to reconsider the means-end-chain theory since it appears to take the respondents beyond their own awareness of their behaviours.