123
4.4 Research Results
The purpose of this study is to use a hierarchical value map HMV produced by a means-end chain and laddering interviews to explore the personal values of restaurant consumers and
identify the importance of concrete and abstract attributes of green restaurants to consumers. The results of this study can be used as a basis for the green positioning of restaurants.
In terms of green restaurant attributes, customers valued the use of local ingredients and the use of recyclable or biodegradable products, energy conservation and carbon reduction, and taste. Of
these, the use of recyclable or biodegradable products and the use of local ingredients were most valued by consumers. This result confirms the findings of Schubert et al. 2010 and coincides
with the principles advocated by the Green Restaurant Association GRA, 2011. From the above, we find that consumer spending in restaurants is not solely motivated by basic
physiological needs, such as having a full stomach, but consumers also value attributes such as health and the environmental image of restaurants.
In terms of result benefits, consumers believe that after eating in a restaurant, health benefits, happiness, ability to help the environment, increased consumption frequency, and good
environmental practice consequences are the most important. At the same time, based on Reynold and Whitlark’s 1983 classification, this result is in line with functional consequences
increased consumption frequency, good environmental practice, and health benefits and psychological consequences happiness and ability to help the environment. This result confirms
the findings of Schubert et al. 2010 and López-Mosquera Sánchez 2011 that experience of a green environment can increase happiness and relieve stress.
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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