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Table of contents
1 INTRODUCTION
1.1 PROBLEM BACKGROUND
1.2 RESEARCH PURPOSE
1.3 DELIMITATIONS
1.4 DEFINITIONS
1.4.1 Defining sustainability
1.4.2 Defining sustainable food products
1.4.3 Defining sustainable purchasing behaviour
1.4.4 Defining the green consumer profile
1.5 THESIS DISPOSITION
2 THEORETICAL FRAMEWORK
2.1 THE CONSUMER DECISION-MAKING PROCESS
2.2 THE VALUE-ATTITUDE-BEHAVIOUR MODEL
2.3 VALUES
2.3.1 Egoistic values
2.3.2 Biospheric values
2.3.3 Altruistic values
2.4 ATTITUDES
2.5 BEHAVIOUR
2.5.1 Heuristics and bounded rationality
2.5.2 The attitude-behaviour gap
2.6 LITERATURE CRITICISM
2.7 THEORETICAL DISCUSSION AND INTEGRATIVE MODEL
3 METHODOLOGY
3.1 LITERATURE SEARCH
3.2 RESEARCH PHILOSOPHY
3.3 RESEARCH APPROACH
3.4 RESEARCH METHOD
3.5 RESEARCH DESIGN
3.6 DATA COLLECTION METHODS
3.7 SAMPLING METHODS
3.8 PRACTICAL METHODOLOGY
3.8.1 Operationalization
3.8.2 Interview guide
3.9 ETHICAL CONSIDERATIONS
3.10 METHOD OF ANALYSIS
3.11 DATA QUALITY
3.12 METHODOLOGICAL SUMMARY
4 EMPIRICAL MATERIAL
4.1 CONVENIENCE SAMPLING IMPLEMENTATION AND IMPLICATIONS
4.2 FOCUS GROUP DESCRIPTION AND EMPIRICAL CONSIDERATIONS
4.3 EMPIRICAL SUMMARY
5 ANALYSIS
5.1 KNOWLEDGE
5.2 VALUES
5.3 ATTITUDES AND PERCEPTIONS
5.4 THE ATTITUDE-BEHAVIOUR GAP
5.5 HEURISTICS
5.6 BEHAVIOUR
5.7 MARKETING INSIGHTS
5.8 ANALYTICAL SUMMARY
6 CONCLUSIONS
6.1 PURPOSE AND RESEARCH QUESTIONS
6.2 DATA QUALITY, TRUTH CRITERIA AND ETHICAL CONSIDERATIONS
6.3 PRACTICAL IMPLICATIONS
6.4 SOCIETAL IMPLICATIONS
6.5 THEORETICAL IMPLICATIONS AND FUTURE RESEARCH
6.6 CONCLUDING REMARKS
REFERENCE LIST
APPENDICES
APPENDIX 1, INTERVIEW GUIDE
