In the marketing litterature, involvement has been linked to choices, products, categories and also activities (e.g. gorcery shopping). There are a myriad of different conceptualizations and operationalizations of involvement. However many agree to measure the conecpt by using a multidimensional involvement profile.
I am going to conduct a qualtiative research, exploring how norwegian consumers make decisions while buying eco-labeled products. I am planning to collect the data by verbal protocol analysis. I am also interested in capturing their involvement in sustainable consumption during the shopping trips. Since this is a qualitative study, i am wondering what your thoughts are on measuring involvement through observations of behavior that previously has been linked to high involvement?
For example determening involvement in sustainable consumption through observations of:
(1) consumers who show that they find it relevant to buy products that are consistent with their environmental values, (2) those who pay attention to marketing measures related to environmental information, such as eco-labels, (3) those who show that they do more comprehensive evaluations related to environmental or ethical aspects of consumption, and (4) those that show that they are willing to pay higher prices for more environmentally friendly alternatives.
This is an interesting topic.
However, Verbal Protocol Analysis can be used to understand how the operator perceives, operates, or uses a system, product, or space. Also known as the “think aloud” method, the researcher asks an individual to say all thoughts and perceptions that occur while performing a task.
Observation research is a qualitative research technique where researchers observe participants' ongoing behavior in a natural situation.
From my perspective, except for the verbal protocol analysis, you can also calculate the frequency, note down which product is the best-sold one, distinguish the which age prefers to which eco-labeled product etc. All of these mentioned above should be used to answer your research questions and meet your objectives from quanti-perspective. This can be done as well in observation. Furthermore, this is embedded research method in which quanti-method embedded in quali research method. This aims to make your results more strong and persuasive.
This is just my viewpoint. Hope it can help a little bit. Thanks.
To draw attention towards the products and services making potential customers involved is an effective marketing strategy. Nowadays, companies also use promotional messages to initiate customer involvement.
The observation technique is an ideal method to use in such marketing research.
The following article can be a good source:
Chapter Consumer Involvement
Please check the below articles may be they guide you.
https://www.researchgate.net/publication/265150358_Measuring_Consumer_Involvement_Profiles
https://www.researchgate.net/publication/278306305_Consumer_Involvement
https://www.jstor.org/stable/3151549?seq=1
https://link.springer.com/chapter/10.1007/978-3-319-17049-7_10
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