An investigation of Swedish consumers' attitudes towards differently labelled cut and processed pork. The Means-End Chain approach was used to investigate what underlie consumer decision-making process and to identify key factors that influence buying motives. The Means-End Chain model derives the connection between the product and the meaning it plays for the consumer's life. This gives an understanding about the underlying values and objectives, which is the basis for consumers' perception of different products, in this case pork. The model suggests a hierarchical illustration of how consumers view products and services. Three levels are used: Attributes, Consequences and Values. The approach is applied to analysis the marketing area, to understand consumers and to provide inspiration and help to managers in their decision-making. Soft laddering interviews have been carried out which makes it possible to go deep into the consumers' mind and try to catch aspects that can only be visible when deeply thought about. This study indicates that consumers start to value the whole process of the meat and want the pork to be environmental and animal friendly.