Planning the Research Design

Running head: PLANNING THE RESEARCH DESIGN
PLANNING THE RESEARCH DESIGN
Name of the Student
Name of the University
Author Note

1PLANNING THE RESEARCH DESIGN
Research Methodology
Project Aim
The project will be aimed towards finding the best ways for promoting ethical
consumerism. The aim is to further evaluate the significance of ethical consumerism and the role
of effective promotion concerning the same. The project aim was formed taking into
consideration the implications of the literatures where consumer behavior was seen to
significantly affect the prospects of ethical consumption1. The best ways have been focused as it
was found through the literatures that most of the times marketing and promotion are responsible
for the lack of awareness2.
Objectives
 To understand the greater significance of ethical consumerism
 To find the best possible methods for promoting ethical consumption among consumers
 To find the best possible ways of influencing the purchasing decisions or behaviors of
consumers
The objectives were formed as these were deemed to be the most significant issues that have
been generated from the analysis of the concerned literatures. The findings from Diddi and
Niehm (2017) and Kirmani and Khan (2018) point towards the role of CSR and willingness
of the consumers towards ethical consumerism. Hence, these factors and other significant
factors that have emerged have been used to formulate the objectives.
1 Palinkas, Lawrence A., Sarah M. Horwitz, Carla A. Green, Jennifer P. Wisdom, Naihua Duan, and Kimberly
Hoagwood. "Purposeful sampling for qualitative data collection and analysis in mixed method implementation
research." Administration and Policy in Mental Health and Mental Health Services Research 42, no. 5 (2015): 533-
544.
2 Diddi, Sonali, and Linda S. Niehm. "Exploring the role of values and norms towards consumers’ intentions to
patronize retail apparel brands engaged in corporate social responsibility (CSR)." Fashion and Textiles 4, no. 1
(2017): 5.

2PLANNING THE RESEARCH DESIGN
Research Questions
 What is the greater significance of ethical consumerism?
 What are the best methods through which ethical consumerism can be promoted among
the consumers?
 What are the best methods through which the buying behaviors of the consumers can be
influenced?
Description of mixed method design
The mixed method design that will be incorporated within the research will be online
survey and interview. Moreover various sources of qualitative information would also be
consulted for the study. Goel and Sharma (2017) conducted a study in regards to green marketing
and used primarily existing and relevant literatures to assess the importance of green marketing.
Arguments were provided that pointed towards the shortcomings of prevalent green marketing
aspects. However, the study was limited in scope as it did not consider the opinion of various
respondents. Mixed methods can help to provide information that can be crucial towards
covering the entirety of the subject matter. Perera et al. (2016) used the interpretative framework
to investigate practices of green consumption among the youth. The study incorporated sampling
and interview processes to collect essential information. Young consumers were considered as
they are essential publics that focus on green consumption3. The value of mixed method is
greater as it can help to provide various perspectives concerning the same issue. Hence, the
literatures that were generally consulted for the project were also considered for insights into the
best possible mixed methods that can be utilized.
3 Shah, Syed Afzal Moshadi, and Shehla Amjad. "Consumer Ethical Decision Making: Linking Moral Intensity,
Self-Consciousness and Neutralization Techniques." Australasian Accounting, Business and Finance Journal 11,
no. 1 (2017): 99-130.

3PLANNING THE RESEARCH DESIGN
The mixed methods as discussed previously considers both qualitative and quantitative
data. Hence, the methods will be significantly utilized and synthesized to provide a solid and
efficient interpretation of data4. The timing will be essential. Firstly, the literatures concerning
the subject will be provided. Secondly, the primary data will be analyzed against the same. The
interview and online survey will help to gather quick data in regards to the study. Friends and
family members have been considered as respondents for gathering primary data. This is mainly
because these are the people that are mostly engaged in buying consumer items. This is the
population that need to be associated with ethical consumerism and promotion of ethical
consumerism. The information gathered from these sources can then be effectively tallied with
the information from the relevant literatures. The combined results can be used to gather better
implication from the study. Palinkas et al. (2015) opined that sampling can be made purposeful
through considering the intended outcomes of research. The same can then be combined with
other qualitative forms of researches to obtain the best results. In short mixed method of research
is bound to provide much more stability to the research. This stability can help it to minimize the
limitations that may arise in conducting the research5.
Research ethics
Ethical consideration is much important when taking up any form of research work. The
topic of the research is concerning the ethical buying behaviors of the consumers. Hence, it
becomes necessary that strong ethical standards of research are maintained. The research will not
be exploiting any of the respondents for bringing out favorable outcomes. There will be no
4 Mayoh, Joanne, and Anthony J. Onwuegbuzie. "Toward a conceptualization of mixed methods phenomenological
research." Journal of mixed methods research 9, no. 1 (2015): 91-107.
5 Mayoh, Joanne, and Anthony J. Onwuegbuzie. "Toward a conceptualization of mixed methods phenomenological
research." Journal of mixed methods research 9, no. 1 (2015): 91-107.