Skip to main content
SpringerLink
Log in

The effect of consumer values on the brand position of green restaurants by means-end chain and laddering interviews

  • Empirical article
  • Published:
Service Business Aims and scope Submit manuscript

Abstract

The rise of environmental awareness has changed consumer demands and values. One of the greatest challenges for green marketing of a restaurant presents in the introduction of green positioning to consumer decision-making. This study uses a means-end chain to investigate consumer awareness, decision-making processes, and consumer values with regard to restaurant attributes. The results of the study show that consumers value the following green attributes in restaurants: taste, using recyclable or biodegradable products, local ingredients, energy conservation, and carbon reduction. In terms of result benefits, consumers value feelings of health benefits, environmental protection, increased consumption frequency, happy mood, and an ability to help the environment. In value terms, consumers hope that their choice of restaurant can improve their relationships with others and lead to a happier life. The findings show that consumers with different awarenesses of the green attributes of restaurants have different decision-making processes. However, they share the same terminal value of a “happier life.” For restaurants, this provides the opportunity for green brand positioning. Restaurant operators can use decoration, menu choices, and services to attract their target customers.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1

Similar content being viewed by others

References

  • Ajzen (2002) Residual effects of past on later behavior. Habituation and reasoned action perspectives. Personal Soc Psychol Rev 6:107–122

    Article  Google Scholar 

  • Albarracín D, Johnson BT, Zanna MP (2005) The handbook of attitudes. Lawrence Erlbaum, Mahwah

    Google Scholar 

  • Armitage CJ, Conner M (2001) Efficacy of the theory of planned behavior: a meta-analytic review. Br J Soc Psychol 40:471–499

    Article  Google Scholar 

  • Bazerman MH (2001) Consumer research for consumer. J Consum Res 27(4):499–504

    Article  Google Scholar 

  • Bodur M, Sarogöllü E (2005) Environmental sensitivity in a developing country. Consumer classification and applications. Environ Behav 37(4):487–510

    Article  Google Scholar 

  • Bohdanowicz P (2006) Environmental awareness and initiatives in the Swedish and Polish hotel industries-survey results. Int J Hosp Manag 25(4):662–682

    Article  Google Scholar 

  • Budd RW, Thorp RK, Donohew L (1967) Content analysis of communications. Macmillan, New York

    Google Scholar 

  • Chiu CM (2005) Applying means-end chain theory to eliciting system requirements and understanding user’s perceptual orientations. Inf Manag 42:455–468

    Article  Google Scholar 

  • Choi G, Parsa HG (2009) Green practice II: measuring restaurant managers’ psychological attributes and their willingness to charge for the “green practices”. J Foodserv Bus Res 9(4):41–63

    Article  Google Scholar 

  • Chou CJ, Chen KS, Wang YY (2012) Green practices in the restaurant industry from an innovation adoption perspective :evidence from Taiwan. Int J Hosp Manag 31:703–711

    Article  Google Scholar 

  • Clemes MD, Gan C, Ren M (2011) Synthesizing the effects of service quality, value and customer satisfaction. On behavioral intentions in the motel industry: an empirical analysis. J Hosp Tour Res 35(4):530–568

    Article  Google Scholar 

  • Costa AIA, Dekker M, Jongen WMF (2004) An overview of means-end theory: potential application in consumer-oriented food product design. Trends Food Sci Technol 15:403–415

    Article  Google Scholar 

  • Dangelico RM, Pontrandolfo P (2010) From green product definitions and classifications to the Green Option Matrix. J Clean Prod 18(16):1608–1628

    Article  Google Scholar 

  • DiPietro RB, Gregory S (2012) A comparative study of customer perceptions regarding green restaurant practices: fast food vs. upscale casual, Florida International University. FIU Rev 30(1):1–23

    Google Scholar 

  • Dutta K, Umashankar V, Choi G, Parsa HG (2008) A comparative study of consumers’ green practice orientation in India and the United States: a study from the restaurant industry. J Foodserv Bus Res 11(3):269–285

    Article  Google Scholar 

  • Fotopoulos C, Krystallis A, Ness C (2003) Wine produced by organic grapes in Greece: using means-end chains analysis to reveal organic buyers’ purchasing motives in comparison to the non-buyers. Food Qual Prefer 14:549–566

    Article  Google Scholar 

  • Grunert KG, Grunert SC (1995) Measuring subjective meaning structures by the laddering method. Theoretical considerations and methodological problems. Int J Res Mark 12:209–225

    Article  Google Scholar 

  • Ha J, Jang S (2013) Attributes, consequences, and consumer values. Int J Contemp Hosp Manag 25(3):383–409

    Article  Google Scholar 

  • Hinkle DN (1965) The change of personal constructs from the viewpoint of a theory of construct implications. Unpublished doctoral dissertation, Ohio State University, Columbus

  • Hofstede FT, Audenaert A, Steenkamp JEM, Wedel M (1998) An investigation into the association pattern technique as a quantitative approach to means-end chains. Int J Res Mark 15:37–50

    Article  Google Scholar 

  • Hooley G, Saunders J, Piercy N (2004) Marketing strategy and competitive positioning, 3rd edn. Pearson Education Ltd, Harlow

    Google Scholar 

  • Hu H-H, Parsa HG, Self J (2010) The dynamics of green restaurant patronage. Cornell Hosp Q 51(3):344–362

    Article  Google Scholar 

  • Kahle LR, Kennedy P (1989) Using the list of values (LOV) to understand consumers. J Consum Mark 6(3):5–12

    Article  Google Scholar 

  • Kassarjian HH (1997) Content analysis in consumer research. J Consum Res 4(1):8–18

    Article  Google Scholar 

  • Kim C, Lee S (2000) Understanding the cultural differences in tourist motivation between Anglo-American and Japanese tourists. J Travel Tour Mark 9(1–2):153–170

    Article  Google Scholar 

  • Kotler P (2003) Marketing management: analysis planning implementing, 12th edn. Prentice Hall, New Jersey

    Google Scholar 

  • Lin CF, Yeh MY, Chiu CM (1999) Applying means-end chains analysis to establishing marketing research variables and marketing strategies. J Chin Manag Rev 2(6):107–128

    Google Scholar 

  • Lindstrom M (2005) Brand sense: build powerful brands through touch, taste, small, slight, and sound. The Free Press, New York

    Google Scholar 

  • Liu Y, Jang S (2009) Perceptions of Chinese restaurants in the US: what affects customer satisfaction and behavioral intentions? Int J Hosp Manag 28(3):338–348

    Article  Google Scholar 

  • López-Mosquera NL, Sánchez M (2011) The influence of personal values in the economic-use valuation of peri-urban green spaces: an application of the means-end chain theory. Tour Manag 32:875–889

    Article  Google Scholar 

  • Madrigal R (2003) Investigating an evolving leisure experience: antecedents and consequences of spectator affect during a live sporting event. J Leis Res 35(1):23–48

    Google Scholar 

  • Manaktola K, Jauhari V (2007) Exploring consumer attitude and behaviour toward green practices in the lodging industry in India. Int J Contemp Hosp Manag 19(5):364–377

    Article  Google Scholar 

  • Mattila AS (2001) Emotional bonding and restaurant loyalty. Cornell Hotel Restaur Adm Q 42(6):73–79

    Article  Google Scholar 

  • Molina-Azorín JF, Claver-Cortés E, López-Gamero MD, Tarí JJ (2009) Green management and financial performance: a literature review. Manag Decis 47(7):1080–1100

    Article  Google Scholar 

  • Patrick H, Ibáñez VA, Sainz FJF (2005) Green branding effects on attitude: functional versus emotional positioning strategies. Mark Intell Plan 23(1):9–30

    Article  Google Scholar 

  • Perugini M, Bagozzi RP (2001) The role of desires and anticipated emotions in goal-directed behaviours: broadening and deepening the theory of planned behavior. Br J Soc Psychol 40:79–98

    Article  Google Scholar 

  • Peter AP, Olson JC (1999) Consumer behavior and marketing strategy. Irwin, Chicago

    Google Scholar 

  • Pickett GM, Kangun N, Grove SJ (1995) An examination of the conserving consumer: implications for public policy formation in promoting conservation behavior. In: Polonsky MJ, Mintu-Wimsatt AT (eds) Environmental marketing: strategies, practice, theory, and research. The Haworth Press, New York, pp 77–99

    Google Scholar 

  • Pieters R, Baumgartner H, Allen D (1995) A means-end chain approach to consumer goal structures. Int J Res Mark 12:227–244

    Article  Google Scholar 

  • Pike S (2012) Destination positioning opportunities using personal values: elicited through the repertory test with laddering analysis. Tour Manag 33:100–107

    Article  Google Scholar 

  • Pitts RE, Wong JK, Whalen DJ (1991) Consumers’ evaluative structures in two ethical situations: a means-end approach. J Bus Res 22:119–130

    Article  Google Scholar 

  • Prakash A (2002) Green marketing, public policy and managerial strategies. Bus Strateg Environ Bus Strateg 11:285–297

    Article  Google Scholar 

  • Reynolds TJ, Gutman J (1988) Laddering theory, method, analysis and interpretation. J Advert Res 28:11–31

    Google Scholar 

  • Reynolds TJ, Olson JC (2001) Understanding consumer decision marking: the means-end approach to marketing and advertising strategy. Lawrence Erlbaum, Mahwah

    Google Scholar 

  • Reynolds TJ, Whitlark DB (1995) Applying laddering data to communications strategy and advertising practice. J Advert Res 35:9–17

    Google Scholar 

  • Reynolds TJ, Dethloff C, Westberg SJ (2001) Advancements in laddering. In: Reynolds TJ, Olson JC (eds) Understanding consumer decision making: the means-end approach to marketing and advertising strategy. Lawrence Erlbaum Associates, publishers, Mahwah, pp 92–118

    Google Scholar 

  • Ries A, Trout J (1986) Positioning: the battle for your mind. McGraw-Hill, New York

    Google Scholar 

  • Rokeach M (1968) Beliefs, attitudes, and values: a theory of organization and change. Jossey-Bass, San Francisco

    Google Scholar 

  • Russell CG, Flight I, Leppard P, Van Lawick VP, Syrette JA, Cox DN (2004) A comparison of paper-and-pencil and computerized methods of hard laddering. Food Qual Prefer 15:279–291

    Article  Google Scholar 

  • Ryu K, Lee HR, Kim WG (2012) The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. Int J Contemp Hosp Manag 24(2):200–223

    Article  Google Scholar 

  • Schubert F, Kandampully J, Solnet D, Kralj A (2010) Exploring consumer perceptions of green restaurants in the US. Tour Hosp Res 10(4):286–300

    Article  Google Scholar 

  • Sengupta S (1990) Brand positioning. Tata McGraw-Hill publishing Company, New Delhi

    Google Scholar 

  • Sun PC, Cheng HK, Finger G (2009) Critical functionalities of a successful e-learning system–an analysis from instructors’ cognitive structure toward system usage. Decis Support Syst 48:293–302

    Article  Google Scholar 

  • Thompson CT, Rindfleisch A, Arsel Z (2006) Emotional branding and the strategic value of the doppelganger brand image. J Mark 70:50–64

    Article  Google Scholar 

  • Vieregge M, Scanlon N, Huss J (2007) Marketing locally grown food products in globally branded restaurants: do customers care? J Food Serv Bus Res 10(2):67–82

    Article  Google Scholar 

  • Walker A, Olson C (1991) Means-end chains: connecting products with self. J Bus Res 22:111–118

    Article  Google Scholar 

  • Winter SJ, Prozesky H, Esler KJ (2007) A case study of landholder attitudes and behavior toward the conservation of renosterveld, a critically endangered vegetation type in Cape Floral Kingdom, South Africa. Environ Manag 40:46–61

    Article  Google Scholar 

  • Woodruff RB (1997) Customer value: the next source for competitive advantage. J Acad Mark Sci 25(2):139–153

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. College of Management, Da-Yeh University, Dacun, Changhua, Taiwan, ROC

    Mei-Yuan Jeng

  2. Department of Leisure Recreation and Management, Da-Yeh University, Dacun, Changhua, Taiwan, ROC

    Tsu-Ming Yeh

Authors
  1. Mei-Yuan Jeng
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Tsu-Ming Yeh
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Tsu-Ming Yeh.

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Jeng, MY., Yeh, TM. The effect of consumer values on the brand position of green restaurants by means-end chain and laddering interviews. Serv Bus 10, 223–238 (2016). https://doi.org/10.1007/s11628-015-0266-1

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s11628-015-0266-1

Keywords

Search

Navigation