Journal of Business Ethics

Running head: APPLYING MIXED METHODS RESEARCH TO BUSINESS
APPLYING MIXED METHODS RESEARCH TO BUSINESS
Name of the Student:
Name of the University:
Author note:

APPLYING MIXED METHODS RESEARCH TO BUSINESS
1
Introduction
Ethics is explained as principles or values which direct behaviour. It is at certain
points claimed that businesses and beliefs do not amalgamate. However, for few the incomes
which are the basis of business’s existence are considered to take primacy over ethical
standards. But the disregard of ethics tends to ignore the role of a business as part of the
social milieu and thereby tends to be subjected to moral dilemmas1. Nevertheless, several
types of ethics-oriented corporate organizations as well as activities have turn out to be
common in western business establishments since the past two decades.
Research aim- To evaluate the influence of ethical considerations on customer purchase
behaviour
Research Objective-
 To explore ethical motivations and its related considerations and its influence on
client purchase behaviour
 To analyse Community-Based approach towards sustainable purchase
 To evaluate improved communication for ethical purchase
Research Question- What is the influence of ethical considerations on customer purchase
behaviour?
Search Strategy
The principal step of the research method included development of the research question that
is stated below.
1 Demirgüneş, B. K. "Ethical behavior of salesperson: the impact of consumer’s perception on trust, satisfaction
and repeat purchasing behavior." Turkish Journal of Business Ethics 8, no. 1 (2015): 26-46.

APPLYING MIXED METHODS RESEARCH TO BUSINESS
2
Research Question- What is the influence of ethical considerations on customer purchase
behaviour?
The subsequent step involved systematic review of literature by probing terms in significance
to the discussions as well as additionally generating scopes of research within the expanse of
study2. The development of suitable search terms has allowed the withdrawal of relevant
literature which has great relevance to the research question. Furthermore, Google Scholar as
an electronic database has been used to methodically search and excerpt evidence.
The reference lists comprises of evidence from scholarly and peer reviewed papers
which have been studied in manual method. The reference list containing scholarly with
framing discussion of reference research has allowed effective finding of important articles
apt for the advanced research problem. Terms used to extract articles have been used to
retrieve academic articles are ‘ethical motivations’, ‘ethical considerations’, “consumer
purchase’, ‘communication’, sustainability’, ‘social accountability’, ‘ethical consumer’,
‘Food Purchase’ which have been provided in combination with Boolean operators such as
AND, OR.
The final step includes selection criteria of inclusion and exclusion for guiding
evaluation of literature and contains certain resource limitations.
Inclusion criteria Exclusion criteria
Articles written in English language Articles written in other languages
Articles only available on or after 2015 Articles available before 2015
Articles spoken on ethical motivations’,
‘ethical considerations’, “consumer
purchase’, ‘communication’, sustainability’,
Articles focusing on employee performance,
‘’marketing strategies’
2 Ali, Nauman Bin, and Muhammad Usman. "Reliability of search in systematic reviews: Towards a quality
assessment framework for the automated-search strategy." Information and Software Technology 99 (2018):
133-147.

APPLYING MIXED METHODS RESEARCH TO BUSINESS
3
‘social accountability
Articles which has information on ethical
considerations’, “consumer purchase’,
‘communication
Articles which has been restricted on
information on marketing strategies.
Peer reviewed ethical considerations’,
“consumer purchase
Books
Literature Review
Ethical Considerations and social sustainability on Food Purchase Choices
In recent times several consumers have given strong commons over food production process,
delivery distribution as well as guarantee models. The concern which consumers are showing
regarding environmental and social sustainability is showing major effects on food demand
and strategies. Consumer choice towards an advantage could regulate the direction of the
markets to focus on new, innovative social movements which are practicing substitutes to the
ordinary models of product manufacturing, delivery as well as procurement3. Meanwhile, it
has been noted that, ethical considerations on decision-making take into account exchanges
between beliefs and less noble aims which aligns with conventional marketplace utility
approach of achieving individual interests. Moreover, buyers show greater inclination on
companies which involve in social and ecological practices with an agenda of being highly
benevolent4. However, such compassion and benevolence will attain higher productivity and
potential of losing the functional performance of characteristics in return of sustainability
3 Sacchi, Giovanna. "The ethics and politics of food purchasing choices in Italian consumers’ collective
action." Journal of Agricultural and Environmental Ethics 31, no. 1 (2018): 73-91.
4 Herédia-Colaço, Vera, and Rita Coelho do Vale. "Seize the day or save the world? The importance of ethical
claims and product nature congruity." Journal of Business Ethics 152, no. 3 (2018): 783-801.