We propose that the distinction between
ethical food choice motives and attitudes is
that the meaningful variance of ethical motives
and values is in importance, not in valence
(positive-negative), whereas the defining
characteristic of an attitude is its valence,
while importance is a secondary characteristic.
There is also a difference in number of beliefs:
there are dozens of global values, hundreds of
domain-specific values and thousands of
attitudes/beliefs in the belief hierarchy
(Vinsonet al., 1977).