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.
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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.
