The aim of the overall project is to understand in depth the behavioural process of parents with respect to organic food. Its main objectives are to identify: beliefs, with respect to organic food, of parents who buy and do not buy organic food; the positive as well as negative attitudes towards organic food of those who buy and do not buy organic food; the impact of those attitudes on food choice for parents who buy and do not buy organic food; and to model the food choice behaviour of parents with respect to organic food. Employs both qualitative and quantitative methods. Reports the results of the second qualitative phase of the project which involved 40 laddering interviews, which were conducted in Reading, UK. The meansend chain approach was used. The key idea is that product attributes are a means for consumers to obtain desired ends. Participants were parents with children aged 4-12 years old, who were responsible for food purchases in their families and belonged to ABC1 class. The life values which were revealed mainly fall into three main broad categories. Consumers' human, animal and environment centred values form the key motivating factors for organic food purchase. Both laddering and focus group interviews have generated certain hypotheses that are tested through the quantitative phase of the project, which uses a sample survey.