| Supply chain management refers to the efficient integration of various processes involved in turning resources into consumer products. Effectiveness of the supply chain is more easily understood in terms of Value Chain Management, and the integration of processes that turn resources into consumer value. The current paper reports two studies into the value chain of organic produce in The Netherlands. The paper combines two different research approaches to study which consumer motives and values are the main drivers of organic consumption. In a qualitative laddering (N=72) study, three distinct groups of motives were identified. These motives are centred around hedonic, benevolent, and universalist values. In a quantitative survey (N=1453), the... |
