Edited by Robin Nunkoo
Chapter 23: Social desirability bias in ethical decision making research: an application of conjoint analysis
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
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