Using a means-end chain to investigate the effect of personal values on brand positioning of green restaurants

This study uses a means-end chain to investigate consumer awareness, decision-making processes and personal values concerning restaurant attributes. The results of the study show that consumers value restaurants that use recyclable or biodegradable products and local ingredients. In terms of resulting benefits, consumers value feelings of physical and mental health and environmental protection. In value terms, consumers hope that their choice of restaurant will improve their relationships with others, enable them to enjoy life and increase their quality of life, sense of belonging and self-actualisation. In addition, the findings show that consumers with different awarenesses of restaurants' green attributes have different decision-making processes. However, they share the same terminal value of 'making life happier'. For restaurant operators, this provides an opportunity for not only green brand positioning but also attracting target customers through decor, menu choices and services.