Johnson, Emma ORCID: https://orcid.org/0000-0001-8990-9621 (2025) Is Ethical Consumerism an Oxymoron? Investigating the role of Gratitude in Ethical Consumption and how Serendipitous Moments in Consumer Experiences are Perceived through Storytelling. In: YSJ Annual Postgraduate Research School Conference 2025, 8 October 2025, York St John University. (Unpublished)

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Abstract

The research will conduct interviews and diary method data collection. The diary method involves the study participants logging activities in chronological order during a certain period of time (Rieman, 1993). Diaries are predominately used in social sciences for gather ethnographic data (Koriat, Goldsmith and Pansky, 2000; Robinson-Riegler and Robinson-Riegler, 2009). The structure of the diary varies in structure, complexity and layout, which may influence the outcome of the study (Hylegard, 2006). The format of the diaries could be paper or electronic based (Wild et al., 2009).

The diaries will ask participants to describe and reflect on the activities related to ethical consumption, certain emotions included gratification and guilt, and storytelling. Participants can include visual aids of photos within their diaries to allow for creativity and explain its relevance. The diaries will be structure with fixed response categories to facilitate data analysis, include the steps towards decisions, motivations, reflections, conflicts and others.

Analysis of the diary data may be conducted based on the qualitative data analysis approach suggested by Miles and Huberman (1994), which consists of three phases (1) data reduction, (2) display data and (3) conclusion drawing and verification. Phase 1 involves searching for themes, summarising, coding, categorising and registering excepts from the diary data. Phase 2 includes interpreting the emerging meanings based on patterns and by identifying regularities and possible explanation. Phase 3 conclusions are verified by going through the diaries for a final time and searching for corresponding results in other literature in the field (Babapour, Rehammer and Rahe, 2012).

Item Type:	Conference or Workshop Item (Lecture)
Status:	Unpublished
Subjects:	H Social Sciences > H Social Sciences (General)
School/Department:	York Business School
URI:	https://ray.yorksj.ac.uk/id/eprint/14783

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