Analysis of personal and cultural values as key determinants of novel food acceptance. Application to an ethnic product.

This paper sets out to analyse whether the complexity and the type of benefits and values pursued in the consumer choice process for a novel food product (couscous) varies with the consumer's ethnic origin (Spanish and Arab). A qualitative study was used to explore these issues in an application of the "means-end chain" theory. The hierarchical value maps obtained point to the presence of an important emotional dimension in the consumption of the selected product, particularly Arab consumers, suggesting that greater familiarity with the product results in a more complex choice process.

An extension of the Theory of Planned Behavior to predict willingness to pay for the conservation of an urban park.

This paper relates the concept of moral obligation and the components of the Theory of Planned Behavior to determine their influence on the willingness to pay of visitors for park conservation. The sample consists of 190 visitors to an urban Spanish park. The mean willingness to pay estimated was 12.