Income effects on visitors' decision structure in a suburban natural area: An application of means-end chain theory

In view of the increasingly acknowledged importance of the role played by personal values in the value on natural areas, this paper examines the decision structure of suburban natural area users as a function of personal values and income level. The means-end chain technique is used to examine whether green space users reflect their own personal values through the benefits and attributes they perceive in this type of good. The results show key factors to be opportunities for sport and health benefits, improvement of physical and mental well-being and enjoyment of landscape beauty. Other individual values (personal enjoyment, quality of life and a sense of fulfilment) also emerge.

► Application of Means-end-chain technique in the environmental context.
► Relationships between attributes of suburban natural area, benefits and personal values.
► Differences in structure decision across visitor’s personal income levels.