Research Finding

This study aims in providing adequate descriptive research methods with the combination of exploratory interventions to measure the antecedents and its impact on consumer ethical behaviours, relating to ethical product consumption which facilitates strategic and decision making implementations for ShopHere. This study too, studies the viability of the ‘ethical consumers’ segment.

ShopHere prides themselves in selling quality products, having a unique proposition of being ethical traded and produced. ShopHere has this consistent value throughout all their various product offerings in a multi-channel, and e-commerce distribution channel across Australia.

Ethical products are referred to as products that exhibit one or more social or environmental principles which can affect a consumer purchase decision, or attributes that are positively perceived (Bezencon and Bilili 2015). The purchase intention towards ethical products will be the focus of this research.

In this research, we also investigate consumer ethics. Which is defined as the moral principles and standards that direct behaviours of individuals of the obtains, usage and disposal of goods and services (Vitell 2015). The overall aims are to identify ethical consumers and their motivations and attitudes toward ethical products. Attitudes and motivations, coupling up with demographic variables converge into the notion of involvement (Bezencon and Bilili 2015).

The three main themes identified in this study on consumer’s Purchase Intentions towards ethical products are based on the emerging themes from the systematic literature review, referring to Cost, Social-Cultural, and Ease of Purchasing factors.

Research for this study looks into the assessment of workability, and to justify the investor’s decisions in ShopHere’s business strategy by determining what are the driving factors towards the purchase intention of ethical products.

Ethical Consumers - What are motivating factor(s) driving the purchase of ethical products?

Chart 1A

Research Framework

With the following variables, the following hypothesis was derived:

H1: Cost is a driving factor towards the purchase intention of ethical products.

H2: Social-Cultural Factors are driving factors towards the purchase intention of ethical products.

H3: The ease of Purchasing is a driving factor towards the purchase intention of ethical products.

This study is dominant by the descriptive nature and will be conducted using mixed research methods. Mixed research study helps to increase the validity of the results and strengthen on the overall data and interpretations.

Quantitative research methods are used to analyze consumers’ ethical purchasing behaviors, aligning with the study done by (Shah and Amjad 2017).

In this study, we have chosen quantitative research conducted through an online survey. Online surveys is cost-effective, less time-consuming and enables a wider reach (Wright 2005). With online surveys, it is easier to get more responses from a large number of people, and the data gathered may be able to generate findings that are more generalizable (Rowley 2012). The online survey is then shared by communication channels like Whatsapp, Social Media pages and through word of mouth.

The answers gathered from the survey questionnaire were designed mainly in the form of a five-point Likert scale to determine the attitudes and influences of moral intuition towards ethical consumption. (Zollo et al 2018) In addition, it helps to test the relationship between consumers’ ethical concerns of corporate social responsibility and consumer-company identification (Fatma, Rhaman and Khan 2015). The list survey questions are derived from various studies of similar context, by making some minor alterations in question format. Refer to Appendix 4.

The five-point Likert scale follows a sequential flow from 0 to 5. The 0 represents “strongly disagree”. 1 and 2 represents “disagree” and “neutral” respectively. Whereas, 3 and 4 represent “agree” and “strongly agree.” The survey questions are rephrased and modified; derived from other relevant studies related to the purchase intention of ethical products such as the study of (Dowd and Burg 2013), and (Oliver and Lee 2010). Our research mainly looking at three independent variables (i.e. cost, social-cultural factors and ease of purchase) (Chart 1A). Survey questionaire can be referred in Appendix 1.

To attain a well-rounded and deeper understanding, qualitative research method is applied on top of quantitative methods. This research combination is prevalent in the research from (Carrington, Neville and Whitwell 2010), which assess the variances between consumers’ ethical thoughts and attitudes to actual purchase intentions. The method of the semi-structured interview used in the above case will be adopted in this study.

Face to face interviews were selected in our research. Theoretically, the semi-structured interviews are most frequently conducted. It enables the coverage of a wide range of questions and highly capable to accommodate participants (Rowley 2012). For researchers who are less experienced, the ideal number of well-formed interview questions should be kept between 6 to 12 (Rowley 2012). The interviewee may be assessed to talk about their attitudes, beliefs, behaviors or experiences towards the intended subject (Rowley 2012). Responses tend to be more in-depth as their views can be expressed at ease, and without restrictions (Gill et. al 2008).

A face to face interview will also factor in the fact that body language, tone, or other non-verbal expressions may be observed. For the planning of interview schedule and to look into obserable cues, we will be using a table to keep a log (Appendix 2).

For quantitative research, our targeted sample size will be (N=200).

This study is conducted in Singapore’s context, conducted in convenience non-probability sampling. Quantitative research usually requires a large sample size; which aims to minimize errors and gather generalizable findings (Creswell and Clark 2018).

For quantitative research methods of online surveys, the following sampling error formula may be considered in ensuring the adequacy of sample sizes (Creswell and Clark 2018). As adopted by (Taherdoost 2017), the following formula may be applied.

Formula to determine Sample Size

n represents sample size

P refers to the percentage of occurrence for particular phenomenon or situations.

E is the percentage for the margin of error.

Z refers to the level of confidence.

In research, the level of significance is at 0.05 (5%), and the level of confidence is at 1.96 considering the accuracy percentage of 95%. It complements the estimation of Pto to be at 50% (Taherdoost 2017).

For our qualitative research, we target a sample size of (N = 5) participants on one to one, face to face interviews that is logged with a voice recorder.

A smaller sample size is preferred for qualitative research where more detailed information can be revealed and discussed with the participants (Creswell and Clark 2018). Ideally, the sample size may range from 4 to 10 for case studies conducted on the qualitative basis (Creswell and Clark 2018, 176).

The quantitative research makes use of convenience sampling, which is a non-probability method. Participants are recruited based on the most convenient availability and also the factor of reachability (Creswell and Clark 2018). However, non-probability sampling may challenge the representativeness of findings; as samples are not gathered on a random basis (Creswell and Clark 2018). This leads to possible variances and bias (Acharya 2013).

Aligning with the study done by (Hasanzade, Osburg, and Toporowski 2018), they have used their convenient social networks to gather participants. Hence, we utilize our social networks to recruit participants. They will include family members, friends, schoolmates and colleagues.

Participants for the qualitative research are chosen with the purposive sampling method. Adopting the research methods by (Oberseder, Schlegelmilch, and Gruber (2011); which uses purposive sampling to examine consumers’ concerns towards corporate social responsibility and relevant purchasing decisions. Consequently, the qualitative approach employs the maximal variation sampling under the purposive methods; through the gathering of participants with diversity; especially those have exposed or encountered the research topics (Creswell and Clark 2018, 176). The diversity does not limit to demographic backgrounds (e.g. gender, ethnicity, educational levels or occupations etc) but also other factors which may differentiate them (Creswell and Clark 2018, 176).

With the emphasis on human rights and the protection of personal data, it is mandatory to consider ethical issues when conducting interviews and surveys. These principles relate mainly to the dignity and privacy of the participants, prevention of harm and the confidentiality of research findings (Qu and John 2011). Participants have to freely volunteer on their own accord, not being coerced into participating in the research (Qu and John 2011). Following up, interviewers have to share about the interview process, and how the data will be used (Qu and John 2011).

A research consent form will be distributed to the participants (Appendix 3) This is to make it clear that anything related to the research will be fully kept confidential. The participants have the right to be informed that they are being researched and also about the nature of the research (Qu and John 2011).It also serves as a reassurance that any information provided will not reveal the respondents’ identity to safeguard their anonymity.

The interviewers have to pay attention to the integrity, sensitivity and well-being of the participants, and also set boundaries on what questions are suitable to be asked (Haahr, Norlyk and Hall 2014). Participants have to be informed of their basic rights, and are entitled to withdraw their consent, or refuse to answer questions involved deemed uncomfortable to them (Qu and John 2011).

Information collected is divided into coding preparation and actual coding; which are two critical parts of Qualitative Analysis Guide of Leuven (QUAGOL) (Appendix 5). The oral interviews are transcribed, and the script passed to other members of the group to ensure that it is free of errors (de Casterle et al. 2012). Besides, any possible correction on the same can be made, and essential aspects of the interview will be highlighted. The investigator will later go through the transcripts, compare the information collected and its relevance to the research questions. The researcher will go ahead, analyze, and present the data that has been collected and analyzed.

After collecting the raw data from the survey questionnaire, the Statistical Package for Social Sciences (SPSS) software will be used to analyze the quantity (Ozgur et al. 2017). This software has the capability of analyzing how dependent and independent variables relate to one another. The software is also capable of designing graphs while preserving the original data.

Availability of a limited sample, impacting the credibility and reliability of the information being shared. It is a challenge as it can result in the high-risk rates and thus increase the error margins (VanVoorhis, Wilson, and Morgan 2007). Difficulties in analyzing the quantitative data can result in errors in conclusion made. The SPSS software requires intensive care while using it. Statistics lie on scientific discipline; social scientists might find it challenging to develop scientific concepts.

Secondly, the employment of online techniques while collecting data from geographically disadvantaged individuals carries several challenges as compared to when the information is collected face to face. It can partially paint the face of what is expected.

Poor control over the environment that the research is being carried out. Some places might be inaccessible, thus physically accessing the respondent’s remains a problem. Such places again might be prone to the poor network connection. Thus, individuals from such places whom might be crucial, this might end up not taking place in the data collection — thus leading to the collection of incomplete data and information. Besides, replies that respondents give on the situation that they are subjected to at the time of the activities. Collection of data that might interfere with the perceptions of the respondents, they can easily give back false information.

Lastly, the sampling method of this research uses mainly non-probability (convenience) sampling. It might skew the results and may not be generalized across for other sample groups. The research results might not represent the global perceived value of ethical products.The sample results based on Singapore’s context might not be able to constitute the country as a whole nor can it determine completely with the Australian market.

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Quantitative survey questionnaire

Qualitative Interview Schedule and Observation Form

Stages of QUAGOL

(de Casterle et al. 2012).

1