The study of ethical consumer behaviour decision making (CBDM) is difficult to research, due to social desirability response bias (SDRB) when respondents give responses they consider as socially acceptable, rather than realistic responses. This chapter discusses conjoint analysis (CA) as a method which may overcome these challenges
Sheree-Ann Adams, Davina Stanford and Xavier Font
Handbook Chapter
In Handbook of Research Methods for Tourism and Hospitality Management
Edited by Robin Nunkoo
- Published:
- 27 July 2018
Collection:
Business 2018