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.