Applying Mixed Methods Research to Business: Singapore Case Study

This report presents a mixed methods research analysis focused on ethical consumption within the context of CFOODSTORE, a Singapore-based business. The research aims to guide CFOODSTORE towards ethically sourced seafood production and improve shareholder returns by understanding consumer preferences and behaviors. The report investigates the importance of managing ethical consumers, evaluates approaches to ethically sourced seafood production, and assesses the impact of consumer demand on investments. It also provides recommendations for enhancing market acquisition and ensuring consistent ethical sourcing. The literature review examines various factors influencing consumer interest in ethical consumption, including motivations, purchasing habits, and the impact of social media and personal values. The results, derived from a review of 15 journal articles, highlight the growing consumer demand for ethically sourced products, the role of ethical communities, and the importance of sustainability certifications. The critical analysis explores ethical consumption drivers, the characteristics of ethically sourced products, and their impact on consumer behavior and business strategies. The report concludes with implications and recommendations for CFOODSTORE to succeed in the ethical consumption market.