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The determinants of green consumption: a study of socio-demographics factors as determinants

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par Marine ETIEVENT
ESC Rennes - Master of science in International Marketing 2011
  

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2.7 Constraints and limitations

2.7.1 Time, money and workforce

As it was briefly explained in the previous section, the most important constraints were time and the cost. As this study was conducted during a limited period of time, the researcher couldn't gather as much information as she wanted for this research; the study was conducted with tools and methods that were feasible during this period.

Due to the different constraints, the methodology is certainly not the most accurate according to the topic but the researcher has tried to overcome them by using a methodology which would allow getting the most representative information in a limited period of time.

For this study, the researcher opted to use this research method considering the objective to obtain first hand data from the respondents.

2.7.2 Sampling

As the researcher used a non probability sampling in order to gather information, a proportion of the population was not sampled. As a result, the sampled used in this research may not represent the entire population accurately.

2.7.3 Online questionnaire

In addition, as the researcher has decided to do an online questionnaire, there were various disadvantages, mostly technology bias. In fact, firstly the potential respondents must have an email address or internet access and know how to use it in order to answer the questionnaire. Secondly there can be an age / gender bias due to varying experience with internet. Lastly, with online questionnaire we may not include non-internet users.

Therefore, the results of this research can't be generalized to the entire population. As a consequence, the researcher wants this research to be seen more like a guidance / overview for the reader, in order to give information about the determinants and those variables.

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