Research Subjects and Sampling Design

121 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,