Means-end chain generation with online laddering: A study on vertical farming with consumers in Singapore and Germany

Abstract

Through rapid advances, vertical farming (VF) systems are becoming an addition to conventional agricultural practices that under increasing climate stress can contribute to more sustainable food production. The present research advances extant consumer research on VF by exploring how consumers associate the different characteristics of VF with the technology’s pros and cons, and how these link to their personal values. To this end, consumers’ cognitive structures relating to VF were uncovered through means-end chains (MECs) and laddering methodology. While both soft and hard laddering approaches remain in use, innovation and methodological development are focused on hard laddering. The present research contributes to this expansion by trailing a hybrid-hard laddering approach that is suitable for online surveys and large sample sizes while incorporating some aspects of soft laddering. Participants lived in Singapore (SG) (n = 547) or Germany (DE) (n = 537) and completed the laddering task after reading an information text about VF. Data analysis resulted in hierarchical value maps (HVM) which were compared by country and groups of participants with different attitudes to VF. Both altruistic and self-centred motives were key to acceptance of VF while energy use emerged as a concern. For some consumers positive linkages were established to “pleasure and enjoyment” and this may be harnessed to enhance uptake. The hybrid-hard laddering approach was successful in so far as the results fitted expectations. However, room for improvement exists.