“…A value system can guide consumer's food behavior. A literature review 72 on food values and their potential implications for consumers’ food decision processes revealed three distinct clusters: (1) credence (environmental impact, origin, and fairness), experience (taste, appearance, convenience, and novelty), and price paid (price), (2) beneficial value (taste, price, nutrition, and appearance), social value (restauration, employment creation, origin, and environment), safety value (food inspection methods), (3) product value (texture, color, and freshness), process value (production and processing practices, environmental impact, naturalness, and animal welfare), location value (setting of food purchase or consumption), and emotional value (feel-good factor, experience, entertainment, indulgence, and consumption of specific foods or brands). Process values are particularly relevant in shaping consumer behavior as they include consumers’ ethical concerns about the production processes, fast-changing technological innovations, animal welfare and environmental pollution.…”