Where is means-end chain theory most usefully applied in food choice research? A systematic literature review

Purpose The means–end chain (MEC) framework (Gutman, 1982) links product attributes to personal values, helping explain consumers' underlying motivations. This study reviews the state-of-the-art of MEC applications in agri-food research within global food markets shaped by rapid innovation and increasingly complex choice architectures, and identifies the contexts in which the approach remains most useful. Design/methodology/approach We performed a systematic PRISMA literature review of 124 peer-reviewed MEC studies in agri-food contexts (2000–2024). Bibliometric analyses map research patterns and time trends, and a qualitative content analysis examines how MEC is applied to explain consumer decision-making and producer adoption. Findings MEC studies in agri-food research increased over time but have fluctuated considerably since their peak. The focus of MEC studies has also shifted from individual-level concerns to wider global and ethical issues. We find that recent applications of MEC are most useful when involving products or processes that are (1) unfamiliar or new, (2) politically controversial and/or (3) understood differently across regions. MEC also helps uncover hidden producer motivations behind economically irrational behaviour. Overall, we find MEC most useful as a complementary framework that adds interpretive depth to food choice research. Originality/value We review 24 applications of MEC to food research questions over a 24-year period and provide a novel chronological analysis of previously unobserved trends in MEC applications over the course of the past 2 decades. We synthesise our findings with an original assessment of the usefulness of MEC (or lack thereof) across a wide variety of agri-food research applications.