124 In terms of value goals, consumers would like to attain better relationships with others,
enjoy life, and experience an improved quality of life, a sense of belonging and self-actualization.
These findings confirm those of other studies López-Mosquera Sánchez, 2011.
5. Conclusion
The purpose of this study was to combine a means-end chain with laddering interviews and use a hierarchical value map to provide a structured measurement tool for restaurant marketing and
development, with the aim of creating a basis for goal evaluation in competition with other restaurants. The findings show that consumers value the following green attributes in restaurants:
using recyclable or biodegradable products and using local ingredients. Therefore, restaurants can collaborate with local farmers to provide local specialties and use environmentally friendly
utensils to attract consumers. In terms of result benefits, consumers value feelings of physical and mental health and environmental protection. Therefore, we suggest that green restaurants use
organically grown ingredients as a marketing strategy. In value terms, when selecting green restaurants, consumers hope to achieve better relationships with others,
enjoy life, improve their quality of life, have a sense of belonging, and experience self-actualization. Restaurants can use
green buildings and landscaping to create simple spaces that will give green consumers a sense of belonging. The results show that the awarenesses, consequences, and values associated with
the green attributes of restaurants may vary between consumers; however, they share the same terminal value of “making life happier.” This can provide a basis for green restaurant positioning,
as restaurant operators can use menu choices, decoration, and services to create feelings of happiness and attract their target customers.
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