AbstractThe study presented in this chapter investigates consumer expectations, attitudes, and behavioural intentions with regard to organic food in France, with particular emphasis on quality, distribution channels, environmental and health aspects. Additionally, the research identifies specific needs and wants that can be met by organic products, as well as barriers to purchase. Based on means-end chain analysis (or laddering interviews), maps of consumer motivation are presented. The data were collected through qualitative interviews with 100 regular and occasional consumers of organic food in four regions of France. The means-end chain study demonstrates that for organic consumers in France, the importance of egocentric values in the purchase of organic food is attenuated by respect for tradition, family health and well-being, specifically that of children, and a sense of wanting to sustain or protect the environment. In the final analysis, the difference between consumer concerns is depicted not as a polarized debate in terms of egocentric vs. universal values but rather as a series of concentric spheres of influence ranging from the individual to the familial to the societal/global.