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Contemporaneity has generated significant changes in food/human relations. The way food is perceived has been modified, and a new concept has emerged: the food modernity. People's needs and goals are represented cognitively through values, understood here as final states that consumers aim for themselves. This qualitative and exploratory research aimed to identify, under the perspective of the means-end theory, the relationships among the attributes, consequences, and values that motivate thedoi:10.48142/2238-68902019v21n1-3p94104 fatcat:ravur5mz5jeopabhgv6fpmver4