Mixed Methods Research to Business

Question: Discuss about the Mixed Methods Research to Business. Answer: Introduction Ethical consumers are motivating the production of ethical products that will be organic, cruelty free and contains fair trade. According to Hughes et al., (2015), this is also called as positive buying which is very important as it directly supports progressive companies. On the other hand, negative buying means neglecting products those customers condemn such as battery eggs or polluting vehicles. Nowadays, customers are eager to think the authority of their private utilization behaviours on problems related to social ethics and thereby effort to bring about communal changes by their purchasing behaviour. Biggest example of such behaviour can be seem in China where customers are boycotting pirated goods and supporting companies that have acted ethically and are following sustainable manufacturing processes (Tilikidou et al., 2014). Literature review Slowly but steadily issues associated to ethical utilization is increasing in the society and among the customers. Therefore, the business organizations are putting more emphasis on manufacturing eco-friendly commodities without giving away aesthetic attributes and sensible price. In order to recognize ethical consumption-related behaviour, a number of studies are conducted. Theory of Planned Behaviour (TPB) and Value-Belief-Attitude logic are the most important frameworks for describing ethical consumption (Hwang Kim, 2016). In case of TPB, there is still lack of theoretical understanding that can describe the presence of ethical customers and their buying behaviour. That is why; this study will explore ethical utilization starting the viewpoint of Value-Belief-Attitude judgment. Value-Belief-Attitude (VBA) logic According to Jung et al., (2016), VBN conjecture describes how the attitudes concerning ecological concerns and problems are collectively developed. This theory states that encouragement for customer eco friendly practices lies in a combination of principles, viewpoint and individual norms that impels customers operating in customs following the moral utilization movement. Besides, new ethical choices are entering customer consciousness and as a result, it has become for the companies to understand those choices. As mentioned by Deng et al., (2015), customers are gaining more knowledge about eco-friendly products which is actually influencing their buying behaviour. Besides, customers are also aware to the behavioural support for a regulatory norm in selecting environmental goods. Green Purchasing: Green purchasing is a concept that influences customers to buy eco-friendly products. It refers to the procurement of environment friendly goods while neglecting goods that can damage the environment (Cherian Jacob, 2012). Green purchase behaviour of the customers represents a multifaceted form of ethical decision-making activities which is known as a type of socially responsible performance. These types of merchandise are environmentally greater and have low ecological impact (Arli et al., 2016). These types of products are manufactured using materials that are harmless to the environment and are recyclable. Some examples of such products are organic products, herbal products and energy efficient light bulbs. Pro-ecologicalbelief: This conviction is oriented toward the surroundings and combined good which is well-known from an entirely self-interested attitude. According to Carrington et al., (2016), when customers are alarmed regarding the environment, they vocally support maximum goods that seek to enhance it. However, there is problem with this concept. Until customers are sure that a company has successfully put this pro-environmental belief into practice and it will make a different to the environment, they will not buy products of that organization. That is why; sometimes it is seen that organizations are not gaining any profits in spite of selling eco-friendly products (Sudbury-Riley Kohlbacher, 2016). Ethical consumer concept: The expression ethical consumer was first introduced by the UK publication Ethical Consumer that was first released in the year of 1989 (Sudbury-Riley Kohlbacher, 2016). It innovated rating tables that was enthused by the criteria-based approach of the then promising ethical investment movement. Ethical customers ratings tables were used to provide negative or positive marks to the organizations based on some ecological categories such as animal rights, pollution and individual rights (Ghvanidze et al., 2016). Consumers who buy products based on these facts are known as ethical consumers. Another side of this concept which is known as ethical consumerism has become the broad level for the companies that provide goods that plea to peoples best selves such as fair trade coffee or a buy that contains a contribution to generous cause. Conclusion In the end, it can be concluded that the concept of ethical consumers do exist in the market; however, no theory or concept can describe it perfectly. However, it is also true that high price, minimum accessibility and lack of customer faith in green products has emerged as a major barrier toward purchase of green products. This the only reason that currently ShopHere is facing issues and their profit margin is going down. It is the high time for them to conduct a research in order to find out how they can convince customers about their eco-friendly approach and can gain more profit. References Arli, D., Leo, C., Tjiptono, F. (2016). Investigating the impact of guilt and shame proneness on consumer ethics: a cross national study.International Journal of Consumer Studies,40(1), 2-13. Carrington, M. J., Zwick, D., Neville, B. (2016). The ideology of the ethical consumption gap.Marketing Theory,16(1), 21-38. Cherian, J., Jacob, J. (2012). Green marketing: A study of consumers' attitude towards environment friendly products.Asian Social Science,8(12), 117. Deng, X. (2015). Understanding Chinese consumers ethical purchasing decision-making process: A combination of qualitative and quantitative study.Geoforum,67, 204-213. Ghvanidze, S., Velikova, N., Dodd, T. H., Oldewage-Theron, W. (2016). Consumers' environmental and ethical consciousness and the use of the related food products information: The role of perceived consumer effectiveness.Appetite,107, 311-322. Hughes, A., McEwan, C., Bek, D. (2015). Mobilizing the ethical consumer in South Africa.Geoforum,67, 148-157. Hwang, K., Kim, H. (2016). Are Ethical Consumers Happy? Effects of Ethical Consumers' Motivations Based on Empathy Versus Self-orientation on Their Happiness.Journal of Business Ethics, 1-20. Jung, H. J., Kim, H., Oh, K. W. (2016). Green Leather for Ethical Consumers in China and Korea: Facilitating Ethical Consumption with ValueBeliefAttitude Logic.Journal of Business Ethics, 1-20. Sudbury-Riley, L., Kohlbacher, F. (2016). Ethically minded consumer behavior: Scale review, development, and validation.Journal of Business Research,69(8), 2697-2710. Tilikidou, I., Delistavrou, A., Sapountzis, N. (2014). Customers ethical behaviour towards hotels.Procedia Economics and Finance,9, 425-432.