The evidence presented so far indicates that the HVM
obtained in this study portray a fairly accurate and complete
picture of the motives behind meal choice mentioned
during the laddering interviews. It is, thus, reasonable to
assume that these findings can constitute a solid basis for
the design of future quantitative studies, aiming to uncover
the relevance of different meal-related ACV chains for individual
consumer segments. Of particular importance is to
determine how the outcome of the trade-offs taking place
between the convenience and health-related aspects of meal
consumption may vary across different settings and consumer
segments. It would be equally interesting to find
out to what extent moral issues related to the use of meal
replacing alternatives are influencing food-related attitudes
and behaviours. Finally, the main outcomes of this study
should be also taken into account when searching for
means of improving the image and intrinsic quality of meal
solutions, as well as in the development of new mealreplacing products.