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4. Research Results 4.1 Description of Attributes, Consequences, and Values
From the content analysis in Table 1, we obtained eleven attributes A, eight consequences C and six values V. There were seven concrete attributes price, service quality, taste, convenient
location, restaurant appearance, restaurant environment, and restaurant activities; four abstract attributes use of recyclable or biodegradable products, use of local ingredients, use of organic
products, and energy conservation and carbon reduction; five functional consequences good environmental practice, understands the importance of environmental protection, increased
consumption frequency, health benefits, and increased environmental awareness; three psychological consequences happy mood, stress relief, and ability to help the environment;
three functional values source of joy and pleasure, improved quality of life, and better relationships with others; and three terminal values happier life, social recognition and sense of
belonging. Looking at the frequency of responses, from the eleven attributes, use of local ingredients was mentioned most often fifteen times followed by the use of recyclable or
biodegradable products seven times. From the eight consequences, increased consumption frequency was mentioned most often nine times followed by good environmental practice
seven times. From the six values, a happier life was mentioned most often sixteen times followed by better relationships with others eleven times Table 2. Higher frequencies indicate
the factors are more important to consumers.
4.2 Implication Matrix
The implication matrix is used to produce the HVM and is an important tool for integrating the frequencies of association. The chain relationships between attributes, consequences, and values
produced by laddering are represented by numbers in the matrix to indicate the frequency of direct and indirect chain links between attributes and consequences, shown in the matrix
columns, and consequences and values, shown in the matrix rows Reynolds et al., 2001. The values before the symbol indicate the frequency of direct chain links between the factors,
122 while figures after the symbol indicate the frequency of indirect chain links between the factors.
The figures indicate the strength of the chain link between the factors. The restaurant consumption implication matrix is shown in Table 2.
4.3 Hierarchical Value Map
The results show that the twenty respondents constructed seventy-eight value ladders, producing an average of 3.9 ladders for each respondent. In order to ensure that the HVM clearly shows the
important ACV chain relationships, we used Reynolds and Gutman’s 1988 suggested cut-off level of three, including ACV associations with a frequency of three or more links in the HVM
Figure 1. The frequency of the links between factors is indicated with arrows of differing thickness, with thicker lines indicating stronger relationships. Typically, an association with four
or fewer links is considered weak, an association with between five and nine links is considered moderate, and an association of ten or more links is considered strong Fotopoulos et al., 2003.
From the overall analysis, a “happier life” is the terminal value sought by consumers, while “better relationships with others” is a functional value. Looking at the strengths of associations,
in the frequency of links between attributes and consequences, the association between “use of local ingredients” and “health benefits” 5;1 is the strongest, reaching a moderate level, while
the highest frequency of links between consequences and values occurred between “good environmental practice” and “a happier life” 5;0, also reaching a moderate level.
