Hello everyone,

I am a Masters student in Marketing and have never done a research project nor any kind of statistic analysis. I have a basic knowledge of regression but nothing else. Please do keep in mind this when answering this question as I am really asking for a step-by-step guide on how to perform the data analysis for my own research idea.

I want to explore the motivations and barriers for customers to purchase sustainable products.

From the literature, I devised a framework and a survey design made up of several Likert-scale questions from 1-5.

I want to use logistic regression to test the impact of each variable on the purchase behaviour, which in my model will be coded 1 for purchase and 0 no purchase.

My problem is that since for example, to measure the construct of Environmental Concern I have four Likert items, how do I test them on the dependent variable?

Should I do a mean of the four questions for each respondent and then use the mean as the figure I use to test the outcome?

I have seen other similar studies use Factor analysis and then multiple regression but I am unclear on how to combine the different items into one to test each factor in the regression!

Please be as specific as you can when you respond as I really don't know where to start with this!

Thank you very much in advance for your help!