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Qualitative Literature Review

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CHAPTER 3
METHODOLOGY

The aim of this dissertation, being quite vast, required the use of several research methods.

All started with exploratory studies in order to clarify the researcher’s understanding of environmental labels.

This step described by Saunders et al (2009), whilst referencing Adams and Schvaneveldt (1991) arose with the literature review leading from a broad focus (green consumer, green companies, green marketing among others) to a progressively narrower one (specific literature and research on ecolabels).

The researcher used techniques of critical reading in order to ensure that the authors’ purpose was recognized and that bias would be minimized (RKC: 2015)

Because the object of research intended to understand the …show more content…
Qualitative approach has been endorsed by many researchers to enable interviewees to narrate their experiences and thus, permit responses to be relatively unconstrained, as opposed to those secured with quantitative research techniques (Butterfield et al.,1996).

Allowing stakeholders to narrate their stories brings to research the unconscious, qualitative phenomena that include details and carry multiple interpretations (Martin et al., 1983).

Qualitative research presents several disadvantages such as potential bias, influence form the researcher and data overload. The quantitative approach was therefore used by the researcher to support, whenever possible, the findings generated and to minimize the negative aspects of qualitative research.

Finally, one last quantitative study was developed with the supermarket study (annex 4). The research intended to understand if the EUE certification impacted on the price of the products. The researcher visited three retailers in the Brussels area:

 Delhaize- Medium size Belgian retailer
 Colruyt- First prize retailer
 CORA- Pan-European …show more content…
The latter ensured visually summarized data from which a pattern matching with the bibliography could be developed hence concluding in a confirmation or information of prior studies’ findings.

Finally, the research results were sent to all interviewees in order to give them the chance to evaluate the research and to ensure that the confidentiality measures were appropriately taken.

The interviews took place between the 1st of December 2014 and the 30th of January 2015.

ANALYZING THE QUANTITATIVE DATA

For each of the EUE product category available, the following steps were taken in order to analyse the quantitative data:

 Insert the prices in an Excel table (Annex 4),
 Reach conclusions on price impact for the end consumer of the EUE certification when compared to other green products and not certified produtcs.

Furthermore, during this quantitative research, a special attention was given to the position of the Eco-products on the retailer’s shelves in order to check the visibility given to such products. The results of the above are available on Chapter

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