A study on addressing the bubbles' purchase intention links with price, knowledge, virtuous traits

APPLYING MIXED METHODS RESEARCH TO BUSINESS APPLYING MIXED METHODS RESEARCH TO BUSINESS 2 A study on addressing the bubbles' purchase intention links with price, knowledge, virtuous traits Executive summary The main aim of this research is to determine the bubbles' purchase intention links with price, knowledge, virtuous traits. RQ2: Does ethical purchasing decision affect consumers' understanding of ethical products? -Research Aim: To determine the scope of this research, focusing on the hypothesis that consumers are ready to pay

Running head: APPLYING MIXED METHODS RESEARCH TO BUSINESS
A study on addressing the bubbles' purchase intention links with price, knowledge,
virtuous traits

APPLYING MIXED METHODS RESEARCH TO BUSINESS 2
Executive summary
The main aim of this research is to determine the bubbles' purchase intention links with price,
knowledge, virtuous traits. This report evaluated that mixed research design is used for
assessing the research data effectively because it contains the feature of both qualitative and
quantitative research design. It is found that both interview and survey through questionnaire
is used for completing the aim and objectives because it aids to gather the depth information
related to investigation concern.
Along with this, statistical data analysis method is used for representing the gathered data
through graphs, charts, and tables. It is also illustrated that thematic data analysis is used for
assessing the gathered data of interview. This research discussed that consumers are willing
to pay for ethical products. It is also found that consumer’s knowledge regarding ethicality
would influence their purchasing decision. It is also identified that consumer virtuous traits
with respect to specific brand image can influence the purchase intention of consumers.

APPLYING MIXED METHODS RESEARCH TO BUSINESS 3
Table of Contents
Introduction...........................................................................................................................................4
Phase 1: Problem discovery and definition............................................................................................4
-Broad topic of the project.................................................................................................................4
-Project brief......................................................................................................................................4
-Discussion on terms and concepts....................................................................................................5
Hypotheses:.......................................................................................................................................5
-Title..................................................................................................................................................6
-Research Aim...................................................................................................................................6
-Research objectives..........................................................................................................................6
-Research questions...........................................................................................................................6
-Scope and direction of research........................................................................................................6
Phase 2: Planning the research design...................................................................................................7
a) Methodology.................................................................................................................................7
Phase 4: Data processing and analysis.................................................................................................14
References...........................................................................................................................................17
Appendices..........................................................................................................................................19
Appendix 1: Phase 2: Planning the research design.........................................................................19
(b) Research tools and associated documentation........................................................................19
Appendix 2: Phase 3: Data gathering...............................................................................................24

APPLYING MIXED METHODS RESEARCH TO BUSINESS 4
Introduction
This report discovers the problem and define it in detail. It also demonstrates the research
methodology for completing the aim and objectives of research in a systematic manner. It
also presents the findings on the basis of data analysis and in the last, it presents the
recommendations.
Problem statement: A study on addressing the bubbles' purchase intention links with price,
knowledge, virtuous traits.
Phase 1: Problem discovery and definition
-Broad topic of the project
The topic of the project is to address the bubbles' purchase intention links with price,
knowledge, virtuous traits.
-Project brief
There are some investors who are questioning the viability of the strategy. They are also
concerned that whether moves to ethical products would have an unfavorable impact on their
investment and whether consumers are discerning. This research is done to get some
strategies regarding bubbles purchasing intentions. This research addresses the target market
regarding ethical products1. In order to justify the intended business approach, investors want
to understand when people say they are concerned regarding ethical consumptions, then it can
actually turn these concerns into buying intentions. They also identify more regarding the
viability and strategies of increasing the target market2.
1 Aschemann‐Witzel, Jessica, and Stephan Zielke. "Can't buy me green? A review of
consumer perceptions of and behavior toward the price of organic food." Journal of
Consumer Affairs 51, no. 1 (2017): 211-251.
2 Castro-González, Sandra, Belén Bande, Pilar Fernández-Ferrín, and Takuma Kimura.
"Corporate social responsibility and consumer advocacy behaviors: the importance of

APPLYING MIXED METHODS RESEARCH TO BUSINESS 5
-Discussion on terms and concepts
The above conceptual framework indicates that there are different independent variables such
as price, knowledge, and virtuous traits as well as, the dependent variable is purchase
intention. It shows that there is a positive relationship between purchase intention and price,
knowledge as well as, virtuous traits.
Hypotheses:
H1: Consumers are ready to pay for ethical products.
H2: A Consumer’s understanding regarding ethical consumption would affect their purchase
decision.
H3: Consumer virtuous traits with respect to a particular brand image can influence consumer
purchase intentions.
-Title
The title of the project is to address the elements that influence the buying decision of ethical
consumers.
-Research Aim
The aim of this research is to assess the components that can influence the buying judgment
of ethical consumers and executing significant strategies for supporting the company in
targeting its existing issue.
emotions and moral virtues." Journal of cleaner production 231 (2019): 846-855.
DV: Purchase
intention
IV3: Virtuous traits
IV2: Knowledge
IV1: Price

APPLYING MIXED METHODS RESEARCH TO BUSINESS 6
-Research objectives
Following are the objectives of the research:
RO1: To address the readiness of consumers to compensate higher for organic products as
compared to non-organic products
RO2: To identify the role of brand loyalty in consumer purchasing decision while focusing on
ethical consumption
RO3: To determine the consumers understanding regarding role of ethical consumption in
their buying decision
-Research questions
RQ1: Are customers ready to compensate higher for organic products as compared to non-
organic products?
RQ2: Does brand loyalty affects buying decision of consumers in the context of ethical
products?
RQ3: Does knowledge of consumers regarding ethical consumptions would affect their
buying decision?
-Scope and direction of research
This research has a wider scope for investors to understand the links between bubble
purchasing intentions and price, knowledge, and virtuous traits. This research has also scope
for customers to understand ethical consumptions. This research would provide direction for
conducting further research on the topic of ethical consumption.
Phase 2: Planning the research design
a) Methodology
-Research philosophy
In the context of this research, positivism research philosophy is executed by an investigator
for obtaining in-depth information related to bubbles purchase intentions link to price,

APPLYING MIXED METHODS RESEARCH TO BUSINESS 7
knowledge, and virtuous traits. Therefore, an investigator could arrive at a valid conclusion
about the investigation issue. On the other side, realism and interpretivism philosophies are
not implemented by the investigator because it is based on subjective nature. Positivism
philosophy is also used for proving the hypothesis and evaluating the results according to
simplification3.
-Research Approach
In order to conduct this investigation, the deductive approach is implemented as compared to
the inductive approach because it helps to develop the hypothesis with respect to the research
issue. This approach also makes it competent for an investigator to arrive at a reliable result.
On the other side, the inductive approach is not feasible for this investigation since there is no
requirement for developing the hypothesis about the research question4.
-Research design
Under this investigation, a mixed research design is executed by researcher with the purpose
of research because it considers the characteristics of both research design i.e. qualitative and
quantitative research design. In this context, theoretical data regarding bubbles purchase
intention links with price, knowledge, virtuous traits are developed by considering qualitative
research design5.
3 Quinlan, Christina, Barry Babin, Jon Carr, and Mitch Griffin. Business research methods.
South Western Cengage, 2019.
4 Gray, David E. Doing research in the business world. Sage Publications Limited, 2019.
Snyder, Hannah. "Literature review as a research methodology: An overview and
guidelines." Journal of Business Research 104 (2019): 333-339.
5 Taherdoost, Hamed. "Sampling methods in research methodology; how to choose a
sampling technique for research." How to Choose a Sampling Technique for Research (April
10, 2016) (2016).

APPLYING MIXED METHODS RESEARCH TO BUSINESS 8
Moreover, interview tool is applied by the researcher in terms of capturing the qualitative
data. Along with this, belief and perception regarding research respondents are evaluated by
quantitative research design. Moreover, survey through questionnaire is used by an
investigator in terms of pooling the quantitative data6.
In terms of conducting this investigation, descriptive research design is chosen by an
investigator for doing an investigation. This kind of research design is advantageous for
investigators in terms of evaluating the association between purchase intention and price,
knowledge, virtuous traits7. It is also significant for creating cause and effect association
among several variables. On the other side, explanatory and exploratory research design is
not chosen through investigator since it is not primary research and there is no requirement
for capturing the depth information related to purchase intention links to price, knowledge,
and virtuous traits8.
-Research strategy
6 Reilly, Timothy M., and Raymond Jones III. "Mixed methodology in family business
research: Past accomplishments and perspectives for the future." Journal of Family Business
Strategy 8, no. 3 (2017): 185-195.
7 Basias, Nikolaos, and Yannis Pollalis. "Quantitative and qualitative research in business &
technology: Justifying a suitable research methodology." Review of Integrative Business and
Economics Research 7 (2018): 91-105.
8 Taherdoost, Hamed. "Measurement and Scaling Techniques in Research Methodology;
Survey/Questionnaire Development." International Journal of Academic Research in
Management. 6, no. 1 (2017): 1-5.

APPLYING MIXED METHODS RESEARCH TO BUSINESS 9
With the intention of this investigation, both surveys through questionnaires and interviews
would be executed by an investigator because these methods enable an investigator to collect
the depth facts related to bubbles purchase intentions link to price, knowledge, and virtuous
ethics9.
Under the survey through questionnaires, a close-ended questionnaire framework is
implemented in terms of conducting the investigation whereas, in an interview, an open-
ended questionnaire structure would be implemented for doing the investigation. By
implementing the survey through a questionnaire, an investigator has collected data in
minimum time and effort. It also enhances the investigation quality. Along with this, the
interview method is implemented by an investigator for capturing detailed information
related to bubbles' pricing intention and price, knowledge, and virtuous traits10.
It also helps an investigator in terms of developing liaison with participants. As a result, it
supports achieving the aim and objectives of investigation in a specific duration. Moreover,
the use of the interview method is supportive for investigators in terms of developing the
liaison with specified participants and consequently, it helps to achieve reliable facts
regarding research concern11.
9 Cuervo‐Cazurra, Alvaro, Ram Mudambi, Torben Pedersen, and Lucia Piscitello. "Research
methodology in global strategy research." Global Strategy Journal 7, no. 3 (2017): 233-240.
10 Basias, Nikolaos, and Yannis Pollalis. "Quantitative and qualitative research in business &
technology: Justifying a suitable research methodology." Review of Integrative Business and
Economics Research 7 (2018): 91-105.
11 Aithal, P. S. "ABCD Analysis as Research Methodology in Company Case
Studies." International Journal of Management, Technology, and Social Sciences (IJMTS) 2,
no. 2 (2017): 40-54.

APPLYING MIXED METHODS RESEARCH TO BUSINESS 10
-Sampling
In this research, both probability (simple random sampling) and non-probability (convenience
sampling) sampling methods had been used. In this way, a simple random sampling
technique has been applied for selecting the participants for interview purposes. This method
is selected because it helps to choose participants on a random basis and declines the chances
of biasness from research. In this way, 5 customers have selected on a random basis for the
interview12. Along with this, convenience sampling is used for selecting respondents for
surveys through questionnaires. Because this method helps to choose a large number of
participants at their convenience. For this, the researcher has selected 50 participants from
their family and friends. Both surveys and interviews are conducted in different geographical
areas of Singapore13.
-Data collection
This research focuses on bubbles' purchase intention links with price, knowledge, virtuous
traits. Hence, an investigator has chosen both primary and secondary data collection tools.
Since primary data sources are effective for developing direct relation with respondents in
order to capture the view about the investigation issue. Furthermore, secondary data sources
are significant for developing theoretical understanding regarding research issues. Since, it
makes competent an investigator for acquiring the information via several sources like
12 Bell, Emma, Alan Bryman, and Bill Harley. Business research methods. Oxford university
press, 2018.
13 Kao, Hao-Yun, Min-Chun Yu, Mehedi Masud, Wen-Hsiung Wu, Li-Ju Chen, and Yen-
Chun Jim Wu. "Design and evaluation of hospital-based business intelligence system (HBIS):
A foundation for design science research methodology." Computers in Human Behavior 62
(2016): 495-505.

APPLYING MIXED METHODS RESEARCH TO BUSINESS 11
journal articles, textbooks, websites, and articles to enhance the appropriateness of research
results14.
In the context of investigation, both surveys through questionnaires and interviews are
implemented for gathering reliable outcomes with respect to investigation concerns. This
method is beneficial for an investigator for identifying the fresh and first-hand information
about the identification of bubbles purchase intentions links to price, knowledge, and virtuous
traits15.
-Data analysis
After gathering data, it is significant for an investigator in terms of assessing the collected
information. Therefore, different sorts of data analysis techniques are implemented by an
investigator such as disclosure analysis, content analysis, statistical, and conversational
evaluation16.
In the context of this research, both statistical and thematic data analysis techniques are used
for assessing the data regarding research concerns. The statistical data analysis technique is
implemented by an investigator for the completion of the research. This technique is
14 Daniel, Ben Kei. "Improving the Pedagogy of Research Methodology through Learning
Analytics." Electronic Journal of Business Research Methods 17, no. 1 (2019).
15 Aziz, Ainul Mardhiyah Binti Nor, Noraini Binti Abu Talib, Wan Md Ali, Syukri Bin Wan
Mohd, and Fadillah Ismail. "Research Methodology in Adapting Service Innovation and
Competitive Advantage in Malaysian Telecommunications Industry." Advanced Science
Letters 23, no. 9 (2017): 8898-8902.
16 Buallay1&2, Aminaa, and Allam Hamdan. "Measuring the Perception of Knowledge
Gained from Business Research Method Course." In 18th European Conference on Research
Methodology for Business and Management Studies, p. 361. 2019.

APPLYING MIXED METHODS RESEARCH TO BUSINESS 12
significant for depicting gathered survey data by using several types of tables and charts17. It
is also positive for interpreting the meaning behind belief and perceptions of targeted
participants. Moreover, Ms-excel software is used for depicting the information through
graphs, charts, and tables. Therefore, it makes competent to reader for understanding the
bubbles' purchase intention links with price, knowledge, virtuous traits18. Along with this,
thematic data analysis is used for depicting interview data on theme basis.
-Research ethics
Under this research, the meaning of ethics is associated with the achievement of distinct
chapters of investigation in an ethical manner. In the context of this research, a researcher
would practice university guidelines and keeping the confidentiality of respondents. It also
provides an investigator for emphasizing on research activities in a mechanical way.
There are some ethical concerns related to investigation like GDPR act, anonymity,
confidentiality, privacy, and plagiarism. These concerns can be avoided by an investigator by
providing credit to a large number of authors and investigators with respect to proper
references and in-text in each paragraph19.
17 Daniel, Ben Kei, and Tony Harland. Higher education research methodology: A step-by-
step guide to the research process. Routledge, 2017.
18 Aziz, Ainul Mardhiyah Binti Nor, Noraini Binti Abu Talib, Wan Md Ali, Syukri Bin Wan
Mohd, and Fadillah Ismail. "Research Methodology in Adapting Service Innovation and
Competitive Advantage in Malaysian Telecommunications Industry." Advanced Science
Letters 23, no. 9 (2017): 8898-8902.
19 Kao, Hao-Yun, Min-Chun Yu, Mehedi Masud, Wen-Hsiung Wu, Li-Ju Chen, and Yen-
Chun Jim Wu. "Design and evaluation of hospital-based business intelligence system (HBIS):
A foundation for design science research methodology." Computers in Human Behavior 62
(2016): 495-505.

APPLYING MIXED METHODS RESEARCH TO BUSINESS 13
On the other side, an investigator has executed inclusive language for interpreting the
collected data regarding the research issue. Moreover, earlier approval is done by the
researcher through targeted consumers in terms of gathering the fresh information associated
with research concern. This ethical approach is significant for developing information from
targeted respondents in detail20. It is supportive for investigators in terms of keeping the
validity and reliability of data in an investigation. It also supports in terms of arriving at a
feasible conclusion. An investigator has created rules and regulations with respect to
maintaining the privacy of personnel information at the time of research21.
- Limitations
There is a wider category of research limitations that creates complexities in terms of
performing the investigation in a significant manner. There were some customers who have
resisted as well as, have not demonstrated their curiosity for participating in a survey through
questionnaires and interviews. A researcher faces difficulties because of insufficient sample
size and gathering adequate data. The insufficient questionnaire was developed because of
the time limit of conducting the investigation22.
20 Bell, Emma, Alan Bryman, and Bill Harley. Business research methods. Oxford university
press, 2018.
21 Basias, Nikolaos, and Yannis Pollalis. "Quantitative and qualitative research in business &
technology: Justifying a suitable research methodology." Review of Integrative Business and
Economics Research 7 (2018): 91-105.
22 Taherdoost, Hamed. "Measurement and Scaling Techniques in Research Methodology;
Survey/Questionnaire Development." International Journal of Academic Research in
Management. 6, no. 1 (2017): 1-5.

APPLYING MIXED METHODS RESEARCH TO BUSINESS 14
Phase 4: Data processing and analysis
H1: Consumers are ready to pay for ethical products.
From the survey through questionnaires and interviews, it can be stated that consumers are
willing to pay for ethical products. Because most customers only focus on the quality of the
products. There are a number of consumers who are willing to switch to a brand that is
ethical. There are a large number of consumers who think that discount encourages me to
choose ethical products. Most consumers think that they are willing to spend more money to
purchase ethical products. They also think that the price of ethical products is economical in
the target market. It proves the hypothesis that consumers are willing for paying ethical
products.
H2: A Consumer’s understanding regarding ethical consumption would affect their
purchase decision.
From the survey through questionnaires and interviews, it is evaluated that most consumers
think that having the characteristics of purchasing ethical products is important to them.
Along with this, most consumers have a good knowledge of ethical products.
H3: Consumer virtuous traits with respect to a particular brand image can influence
consumer purchase intentions.
From the survey through questionnaires and interviews, it is assessed that I enjoy making
ethical decisions, and like doing so. Most consumers also think that they feel bad if they do
not make ethical decisions when making a purchase. This proves the hypothesis that
consumer virtuous traits with respect to specific brand image can affect a consumer’s
purchase intention.
Phase 5: Conclusions and recommendations
From the above interpretation, it can be concluded that consumers are willing to pay for
ethical products. It can be also summarized that a consumer’s knowledge of ethicality will

APPLYING MIXED METHODS RESEARCH TO BUSINESS 15
affect their purchase decision. It can be concluded that consumer virtuous traits towards a
particular brand image can affect a consumer’s purchase intention. It can be recommended
that Investors can purchase the stocks, buy funds that own stocks and can purchase call
options on major market indexes. Investors can also stay in the target market, ride out a
downturn by shifting into higher quality and more value-oriented stocks that are not being
chased through the crowd23.
23 Basias, Nikolaos, and Yannis Pollalis. "Quantitative and qualitative research in business &
technology: Justifying a suitable research methodology." Review of Integrative Business and
Economics Research 7 (2018): 91-105.

APPLYING MIXED METHODS RESEARCH TO BUSINESS 16
References
Aithal, P. S. "ABCD Analysis as Research Methodology in Company Case
Studies." International Journal of Management, Technology, and Social Sciences (IJMTS) 2,
no. 2 (2017): 40-54.
Aschemann‐Witzel, Jessica, and Stephan Zielke. "Can't buy me green? A review of consumer
perceptions of and behavior toward the price of organic food." Journal of Consumer
Affairs 51, no. 1 (2017): 211-251.
Aziz, Ainul Mardhiyah Binti Nor, Noraini Binti Abu Talib, Wan Md Ali, Syukri Bin Wan
Mohd, and Fadillah Ismail. "Research Methodology in Adapting Service Innovation and
Competitive Advantage in Malaysian Telecommunications Industry." Advanced Science
Letters 23, no. 9 (2017): 8898-8902.
Basias, Nikolaos, and Yannis Pollalis. "Quantitative and qualitative research in business &
technology: Justifying a suitable research methodology." Review of Integrative Business and
Economics Research 7 (2018): 91-105.
Bell, Emma, Alan Bryman, and Bill Harley. Business research methods. Oxford university
press, 2018.
Buallay1&2, Aminaa, and Allam Hamdan. "Measuring the Perception of Knowledge Gained
from Business Research Method Course." In 18th European Conference on Research
Methodology for Business and Management Studies, p. 361. 2019.
Castro-González, Sandra, Belén Bande, Pilar Fernández-Ferrín, and Takuma Kimura.
"Corporate social responsibility and consumer advocacy behaviors: the importance of
emotions and moral virtues." Journal of cleaner production 231 (2019): 846-855.
Cuervo‐Cazurra, Alvaro, Ram Mudambi, Torben Pedersen, and Lucia Piscitello. "Research
methodology in global strategy research." Global Strategy Journal 7, no. 3 (2017): 233-240.

APPLYING MIXED METHODS RESEARCH TO BUSINESS 17
Daniel, Ben Kei, and Tony Harland. Higher education research methodology: A step-by-step
guide to the research process. Routledge, 2017.
Daniel, Ben Kei. "Improving the Pedagogy of Research Methodology through Learning
Analytics." Electronic Journal of Business Research Methods 17, no. 1 (2019).
Gray, David E. Doing research in the business world. Sage Publications Limited, 2019.
Kao, Hao-Yun, Min-Chun Yu, Mehedi Masud, Wen-Hsiung Wu, Li-Ju Chen, and Yen-Chun
Jim Wu. "Design and evaluation of a hospital-based business intelligence system (HBIS): A
foundation for design science research methodology." Computers in Human Behavior 62
(2016): 495-505.
Quinlan, Christina, Barry Babin, Jon Carr, and Mitch Griffin. Business research methods.
South-Western Cengage, 2019.
Reilly, Timothy M., and Raymond Jones III. "Mixed methodology in family business
research: Past accomplishments and perspectives for the future." Journal of Family Business
Strategy 8, no. 3 (2017): 185-195.
Snyder, Hannah. "Literature review as a research methodology: An overview and
guidelines." Journal of Business Research 104 (2019): 333-339.
Taherdoost, Hamed. "Measurement and Scaling Techniques in Research Methodology;
Survey/Questionnaire Development." International Journal of Academic Research in
Management. 6, no. 1 (2017): 1-5.
Taherdoost, Hamed. "Sampling methods in research methodology; how to choose a sampling
technique for research." How to Choose a Sampling Technique for Research (April 10,
2016) (2016).

APPLYING MIXED METHODS RESEARCH TO BUSINESS 18
Appendices
Appendix 1: Phase 2: Planning the research design
(b) Research tools and associated documentation
Survey through questionnaire
Q1. I understand the above terms and agree to participate in this survey
Agree
Disagree
Agree; Disagree
Q2. Gender
Female
Male
Q3. Age Group
Below 18 years old
18-25 years old
26-32 years old
33-39 years old
40-46 years old
47 years old and above
Q4. Employment Status
Casual / Part-Time Worker
Employed Full Time
Homemaker
Retired
Student
Unemployed

APPLYING MIXED METHODS RESEARCH TO BUSINESS 19
Q5. Education Level
Bachelor's Degree
Diploma Graduate
Master's Degree and above
Secondary School Graduate or equivalent
Q6. I am willing to purchase ethical products (1 = Strongly Disagree, 5 = Strongly
Agree)
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Q7. Having the characteristics of purchasing ethical products is important to me. (1 =
Strongly Disagree, 5 = Strongly Agree)
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Q8. I am willing to make a special effort to purchase ethical products. (1 = Strongly
Disagree, 5 = Strongly Agree)
Strongly disagree
Disagree
Neutral
Agree

APPLYING MIXED METHODS RESEARCH TO BUSINESS 20
Strongly agree
Q9. The price of ethical products is economical. (1 = Strongly Disagree, 5 = Strongly
Agree)
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Q10. I am willing to spend more money to purchase ethical products. (1 = Strongly
Disagree, 5 = Strongly Agree)
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Q11. Discounts encourage me to choose ethical products. (1 = Strongly Disagree, 5 =
Strongly Agree)
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Q12. I feel bad if I do not make ethical decisions when making a purchase. (1 = Strongly
Disagree, 5 = Strongly Agree)
Strongly disagree

APPLYING MIXED METHODS RESEARCH TO BUSINESS 21
Disagree
Neutral
Agree
Strongly agree
Q13. I am willing to switch to a brand that is ethical. (1 = Strongly Disagree, 5 =
Strongly Agree)
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Q14. I enjoy making an ethical decision, and like doing so. (1 = Strongly Disagree, 5 =
Strongly Agree) Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Q15. I have good knowledge of ethical products. (1 = Strongly Disagree, 5 = Strongly
Agree)
Strongly disagree
Disagree
Neutral
Agree
Strongly agree

APPLYING MIXED METHODS RESEARCH TO BUSINESS 22
Q16. I am able to distinguish between ethical and unethical products. (1 = Strongly
Disagree, 5 = Strongly Agree)
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Q17. I gather information on ethical products through the internet. (1 = Strongly
Disagree, 5 = Strongly Agree)
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Interview Questions
1. How does price affect your product purchasing decisions.
2. If other brands feature ethical products, will you still pay for your favorite brand?
3. Have you switched products for ethical reasons?
4. Are quality and sustainability factors the most important for a brand?

APPLYING MIXED METHODS RESEARCH TO BUSINESS 23
Appendix 2: Phase 3: Data gathering
Survey through questionnaire
Q1. I understand the
above terms and agree to
participate in this survey
Count of Q1. I
understand the above
terms and agree to
participate in this
survey
Agree 48
Disagree 2
Agree Disagree
0
10
20
30
40
50
60
48
2
Count of Q1. I understand the above terms and agree
to participate this survey
Q2. Gender
Count of Q2.
Gender
Female 22
Male 28

APPLYING MIXED METHODS RESEARCH TO BUSINESS 24
Female Male
0
5
10
15
20
25
30
22
28
Count of Q2. Gender
Q3. Age Group Count of Q3. Age Group
18 to 25 Years Old 24
26 to 32 Years Old 8
33 to 39 Years Old 6
40 to 46 Years Old 4
47 Years old and above 8
18 to 25 Years Old
26 to 32 Years Old
33 to 39 Years Old
40 to 46 Years Old
47 Years old and
above
0 5 10 15 20 25 30
24
8
6
4
8
Count of Q3. Age Group
Q4. Employment Status Count of Q4. Employment Status

APPLYING MIXED METHODS RESEARCH TO BUSINESS 25
Casual / Part-Time Worker 1
Employed Full Time 37
Homemaker 1
Retired 1
Student 10
Casual / Part-Time Worker
Employed Full Time
Homemaker
Retired
Student
0 5 10 15 20 25 30 35 40
1
37
1
1
10
Count of Q4. Employment Status
Q5. Education Level
Count of Q5. Education
Level
Bachelor's Degree 12
Diploma Graduate 32
Master's Degree and above 2
Secondary School Graduate or
equivalent 4

APPLYING MIXED METHODS RESEARCH TO BUSINESS 26
Bachelor's Degree
Diploma Graduate
Master's Degree and above
Secondary School Graduate or
equivalent
0 5 10 15 20 25 30 35
12
32
2
4
Count of Q5. Education Level
Q6. I am willing to purchase ethical
products (1 = Strongly Disagree, 5 =
Strongly Agree)
Count of Q6. I am willing to purchase ethical
products (1 = Strongly Disagree, 5 = Strongly
Agree)
Agree 21
Disagree 2
Neutral 14
Strongly agree 11
Strongly Disagree 2
Agree
Disagree
Neutral
Strongly
agree
Strongly
Disagree
0 5 10 15 20 25
21
2
14
11
2
Count of Q6. I am willing to purchase ethical products (1 =
Strongly Disagree, 5 = Strongly Agree)
Q7. Having the characteristics of Count of Q7. Having the

APPLYING MIXED METHODS RESEARCH TO BUSINESS 27
purchasing ethical products is important
to me. (1 = Strongly Disagree, 5 = Strongly
Agree)
characteristics of purchasing
ethical products is important
to me. (1 = Strongly Disagree,
5 = Strongly Agree)
Agree 14
Disagree 6
Neutral 20
Strongly agree 8
Strongly Disagree 2
Agree
Neutral
Strongly
Disagree
0 5 10 15 20 25
14
6
20
8
2
Count of Q7. Having the characteristics of purchasing ethical
products is important to me. (1 = Strongly Disagree, 5 =
Strongly Agree)
Q8. I am willing to make a
special effort to purchase
ethical products. (1 =
Strongly Disagree, 5 =
Strongly Agree)
Count of Q8. I am willing to make a special
effort to purchase ethical products. (1 =
Strongly Disagree, 5 = Strongly Agree)
Agree 11
Disagree 6
Neutral 22
Strongly agree 8

APPLYING MIXED METHODS RESEARCH TO BUSINESS 28
Strongly Disagree 3
Agree
Neutral
Strongly
Disagree
0 5 10 15 20 25
11
6
22
8
3
Count of Q8. I am willing to make a special effort to purchase
ethical products. (1 = Strongly Disagree, 5 = Strongly Agree)
Q9. The price of ethical products are
economical. (1 = Strongly Disagree, 5 =
Strongly Agree)
Count of Q9. The price of ethical
products are economical. (1 = Strongly
Disagree, 5 = Strongly Agree)
Agree 4
Disagree 14
Neutral 21
Strongly agree 7
Strongly Disagree 4
Agree
Neutral
Strongly
Disagree
0 5 10 15 20 25
4
14
21
7
4
Count of Q9. The price of ethical products are economical. (1
= Strongly Disagree, 5 = Strongly Agree)
Q10. I am willing to spend more money to
purchase ethical products. (1 = Strongly
Disagree, 5 = Strongly Agree)
Count of Q10. I am willing to
spend more money to purchase
ethical products. (1 = Strongly

APPLYING MIXED METHODS RESEARCH TO BUSINESS 29
Disagree, 5 = Strongly Agree)
Agree 11
Disagree 9
Neutral 20
Strongly agree 7
Strongly Disagree 3
Agree
Neutral
Strongly
Disagree
0 5 10 15 20 25
11
9
20
7
3
Count of Q10. I am willing to spend more money to purchase
ethical products. (1 = Strongly Disagree, 5 = Strongly Agree)
Q11. Discounts encourage me to choose
ethical products. (1 = Strongly
Disagree, 5 = Strongly Agree)
Count of Q11. Discounts encourage me to
choose ethical products. (1 = Strongly
Disagree, 5 = Strongly Agree)
Agree 23
Disagree 2
Neutral 11
Strongly agree 13
Strongly Disagree 1

APPLYING MIXED METHODS RESEARCH TO BUSINESS 30
Agree
Neutral
Strongly
Disagree
0 5 10 15 20 25
23
2
11
13
1
Count of Q11. Discounts encourage me to choose ethical
products. (1 = Strongly Disagree, 5 = Strongly Agree)
Q12. I feel bad if I do not make ethical decisions when
making a purchase. (1 = Strongly Disagree, 5 =
Strongly Agree)
Count of Q12. I feel bad
if I do not make ethical
decisions when making a
purchase. (1 = Strongly
Disagree, 5 = Strongly
Agree)
Agree 9
Disagree 10
Neutral 25
Strongly agree 2
Strongly Disagree 4
Agree
Neutral
Strongly
Disagree
0 5 10 15 20 25 30
9
10
25
2
4
Count of Q12. I feel bad if I do not make ethical decisions
when making a purchase. (1 = Strongly Disagree, 5 = Strongly
Agree)
Q13. I am willing to switch to a brand that is
ethical. (1 = Strongly Disagree, 5 = Strongly
Count of Q13. I am willing to
switch to a brand that is ethical.

APPLYING MIXED METHODS RESEARCH TO BUSINESS 31
Agree)
(1 = Strongly Disagree, 5 =
Strongly Agree)
Agree 21
Disagree 3
Neutral 16
Strongly agree 9
Strongly Disagree 1
Agree
Neutral
Strongly
Disagree
0 5 10 15 20 25
21
3
16
9
1
Count of Q13. I am willing to switch to a brand that is ethical.
(1 = Strongly Disagree, 5 = Strongly Agree)
Q14. I enjoy making an ethical decision, and like
doing so. (1 = Strongly Disagree, 5 = Strongly
Agree)
Count of Q14. I enjoy
making an ethical
decision, and like doing
so. (1 = Strongly
Disagree, 5 = Strongly
Agree)
Agree 14
Disagree 4
Neutral 21
Strongly agree 11

APPLYING MIXED METHODS RESEARCH TO BUSINESS 32
Agree Disagree Neutral Strongly agree
0
5
10
15
20
25
14
4
21
11
Count of Q14. I enjoy making ethical decision, and like
doing so. (1 = Strongly Disagree, 5 = Strongly Agree)
Q15. I have good knowledge of ethical
products. (1 = Strongly Disagree, 5 =
Strongly Agree)
Count of Q15. I have good
knowledge of ethical
products. (1 = Strongly
Disagree, 5 = Strongly
Agree)
Agree 9
Disagree 11
Neutral 23
Strongly agree 4
Strongly Disagree 3
Agree
Neutral
Strongly
Disagree
0 5 10 15 20 25
9
11
23
4
3
Count of Q15. I have good knowledge of ethical products. (1 =
Strongly Disagree, 5 = Strongly Agree)

APPLYING MIXED METHODS RESEARCH TO BUSINESS 33
Q16. I am able to distinguish between
ethical and unethical products. (1 =
Strongly Disagree, 5 = Strongly Agree)
Count of Q16. I am able to
distinguish between ethical and
unethical products. (1 = Strongly
Disagree, 5 = Strongly Agree)
Agree 13
Disagree 7
Neutral 22
Strongly agree 4
Strongly Disagree 4
Agree
Disagree
Neutral
Strongly
agree
Strongly
Disagree
0 5 10 15 20 25
13
7
22
4
4
Count of Q16. I am able to distinguish between ethical and
unethical products. (1 = Strongly Disagree, 5 = Strongly Agree)
Q17. I gather information on ethical products through
the internet. (1 = Strongly Disagree, 5 = Strongly Agree)
Count of Q17. I gather
information on ethical products
through the internet. (1 =
Strongly Disagree, 5 = Strongly
Agree)
Agree 12
Disagree 10
Neutral 19

APPLYING MIXED METHODS RESEARCH TO BUSINESS 34
Strongly agree 8
Strongly Disagree 1
Agree
Disagree
Neutral
Strongly
agree
Strongly
Disagree
0 2 4 6 8 10 12 14 16 18 20
12
10
19
8
1
Count of Q17. I gather information on ethical products
through the internet. (1 = Strongly Disagree, 5 = Strongly
Agree)
Interview transcript
Interview 1
Hi, today, we will conduct a short interview about bubbles' purchase intentions in your work
and daily life. Firstly, I would like to thank you for participating in my interview.
Interviewer: Please let me know about your simple self-introduction?
Robert: My age is 26, my current job is investing in the stock market.
Interviewer: Do you understand what is ethical consumption?
Robert: Of course, Ethical consumption is behavior about being moral in buying products.
Interviewer: Do you think you are ethical in selling the products?
Robert: Yes, I have a severe selection of food suppliers.
Interviewer: Please share your experience related to ethical consumption in your work.
Robert: My major product is a healthy organic product, so I am willing to provide fresh and
healthy products to consumers.

APPLYING MIXED METHODS RESEARCH TO BUSINESS 35
Interviewer: If other brands feature ethical products, will you still pay for your favorite
brand?
Robert: No, I want a healthy lifestyle and if I would get an ethical products like more organic
quality products then, I can’t pay for my favorite brand.
Interviewer: What are you most concerned about when you are purchasing?
Robert: It must be quality. But the most important concern is health to myself.
Interviewer: Do you think are quality and sustainability factors the most important for a
brand?
Robert: Yes, because it helps to retain the customers at longer terms.
Interviewer: Have you switched products for ethical reasons?
Robert: Yes. Because I can’t compromise the quality of the products.
Interviewer: Thank you for your attention!
Robert: You are welcomed!
Interview 2
Hello, Anjina. Thank you for joining this interview.
Interviewer May you ask me your age and your job before the beginning?
Anjina: My age is 34 years old and I’m a homemaker.
Interviewer: If other brands feature ethical products, will you still pay for your favorite
brand?
Anjina: Yes, because I always give preference to my favorite brand.
Interviewer: Have you switched products for ethical reasons?
Anjina: Yeah, because I want to get organic products.
Interviewer: Good. So, how does price affect your purchasing decisions?
Anjina: As a homemaker, I always prefer to get quality products so, price does not affect my
decision.

APPLYING MIXED METHODS RESEARCH TO BUSINESS 36
Interviewer: Nice, Thank you so much for your assistance.
Anjina: You're welcome!!!
Interviewer 3
Today we will do a short interview for our survey. Thank you for your cooperation.
Interviewer, Are you willing to do a simple introduction?
Rejoice: I’m Rejoice and I’m 24 years old and manager in a logistics company.
Interviewer: So, do you know think you are an ethical customer?
Rejoice: Yes
Interviewer: What do you have a concern about most when you purchase?
Rejoice: I always purchase the same brand so, I consider labeling.
Interviewer: How does price affect your purchasing decisions?
Rejoice: I think is the price. Because I like to purchase fresh and organic products.
Interviewer: Even the product price is higher than another brand. Will you still purchase it?
Rejoice: Of course. Since I always focus on purchasing organic products so, I can choose
them over other stores.
Interviewer: Thank you for your help.
Rejoice: ok, thanks.
Interviewer 4
Hello, today we will do a short interview for our survey. Thank you for your cooperation.
Interviewer: Can you give a simple brief? It is only about your age and occupation.
John: I'm 22 and I’m currently studying.
Interviewer: Ok, John. So, do you understand what is ethical consumption?
John: Yes, ethical use is ethics in the purchase of goods. For example, organic food and
environmental protection.
Interviewer: Great, do you buy any products that are ethical?

APPLYING MIXED METHODS RESEARCH TO BUSINESS 37
John: I always purchase organic food for us because it is good for my health.
Interviewer: But according to research, ethical products are higher than others. So, will you
still consider it?
John: Maybe. If the price of organic produce is much higher than other products, I would
consider it due to its added-value features.
Interviewer: Yes, I think you have ideas about ethical products.
John: Oh, really? Thanks.
Interviewer: Thank you for your help.
John: You are welcome.
Interviewer 5
Hi, in your jobs and daily life, we will do a short interview about the actions of ethical
consumption. Thank you very much for meeting us first.
Interviewer: Please tell me about a brief introduction only your age and occupation?
Oprah: I'm 28 and my current job is the marketing manager.
Interviewer: Ok. Do you have any idea about the ethical consumption concept?
Oprah: In my understanding, in product production, moral use is morality.
Interviewer: Ok, how does price affect your purchasing decisions?
Oprah: I do not care about it.
Interviewer: So, what are you most concerned about when you are purchasing?
Oprah: I only care about the quality and freshness of food products.
Interviewer: If other brands also feature ethical products, will you still pay for your favorite
brands?
Oprah: Maybe.
Interviewer: Have you switched products for ethical reasons?
Oprah: yes, I prefer to ethical consumption.

APPLYING MIXED METHODS RESEARCH TO BUSINESS 38
Interviewer: Great, I think you know about the ethical product and you doing the right things
now. Please move on to it.
Oprah: Oh, Thanks.
Interviewer: Anyway, thank you for your attention and spent time with us!
Oprah: It is alright.