Application of means-end chain theory in exploring consumers’ motivation towards organic food

The study aims to explore the motivation of organic food consumption among consumers in Hue city. The authors applied means-end chain theory in 77 samples. The results showed health and happiness are drivers for organic food purchase. The organic product attributes as means to achieve consumption goals are “no chemicals”, “food safety”, “better sensory”, “nutritious value”, and “producers/ origin”. Basing on the results, the research figured out some implications for organic food stores to motivate organic food purchase.