EMBA24 Research project Draft 5 6FEB2024.docx

The Value Perceptions of Customers with regard to Sources of
Clean Energy Storage and generation solutions
Presented to The Graduate School of Business University of Cape Town
In partial fulfilment of the requirements for the degree
Master of Business Administration specialising in Executive Management
Submitted by: {Insert name and student number}
Supervisor(s): {Insert name of supervisor and co-supervisor if applicable. Note that if your
supervisor is not a full-time GSB staff member A/Prof Kosheek Sewchurran must be listed as
the first supervisor, with your supervisor listed second}
{Insert Date}
This is a workbook guideline for writing a classic
research project using methodologies other
than grounded theory or design science.
Chapter 1 will form the proposal

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UNIVERSITY OF CAPE TOWN
GRADUATE SCHOOL OF BUSINESS
Declaration
1. I know that plagiarism is wrong. Plagiarism is to use another’s work and pretend that
it is your own.
2. I have used the APA convention for citation and referencing. Each significant
contribution and quotation from the works of other people has been attributed,
cited and referenced where appropriate.
3. I certify that this submission is all my own work.
4. I have not allowed and will not allow anyone to copy this assignment with the
intention of passing it off as his or her own work.
Signed: Date:

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Abstract
a. Situation
Load shedding creates an opportunity for me as managing director of Sun Ship
Technologies, a manufacturer of PowerBoxes (smart UPSs), to differentiate ourselves for
consumers to choose to buy our products rather than those of our competitors. Research
suggests consumers trade off price, sustainability and quality attributes when making buying
decisions. Understanding which attributes are important to consumers in making choices
has been a challenge for academics and business practitioners.
b. Concern
I hypothesize and test how consumer segments trade-off price, sustainability and quality in
consumption decisions. Paradoxically choices range between customers doing nothing in
the short term, customers buying cheaply while hoping the problem quickly disappears or
customers investing in pricier energy storage and generation solutions for long-term
benefit.
c. Question
Segmenting customers leads to a better understanding of common patterns. This allows
determining of the extent to which price-sustainability-quality tradeoffs is congruent with
the sustainability strategies of my business. Impacted by unreliable grid power, customers’
buying decisions are affected when demand for energy is potentially temporary in nature.
How can I leverage my understanding of attributes of clean energy technologies?
d.
Using quantitative research with the use of a survey, I research the attributes impacting the
choices that customers make with conjoint statistical analysis to look at the value
perceptions of customers. These include price, sustainability and quality. How can we be
recognized in the market and successfully deliver over our customers? With a relatively
small sample size of 29 where 16 respondents completed the survey I investigate the
difference between our own locally-made (sustainable) technologies vs imported products
uncovering and investing in the most effective sustainable business strategy.
e.
Research about why customers make the buying decisions that they do is worthwhile to
help predict sustainable consumer choices which will enable us to succeed over our
competitors and be recognised by our customers. The findings and insights presented in this

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study lead to better understanding how to target consumers with consumer-centric
sustainability strategies including taking into account lifestyle, values, interests and
attributes. For example, highlighting the benefits or features of the product that match the
customer’s values or goals.
Keywords and phrases
Theory of planned behaviour
Acknowledgements

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Table of Contents
Abstract...................................................................................................................................... iii
Table of Contents................................................................................................................................ v
Chapter 1: Introduction to the study.............................................................................................1
1.1: Introduction to the study.......................................................................................................1
1.2: Situation of concern or research opportunity........................................................................3
1.3: Research goals.......................................................................................................................4
1.4: Research question(s)..............................................................................................................4
1.5: The literature that will inform the study ...............................................................................8
1.6: The conceptual/theoretical framework that will inform the study .......Error! Bookmark not
defined.
1.7: Research approach and methodology...................................................................................9
1.8: Data collection and analysis................................................................................................10
1.8.1: Data collection methods................................................ Error! Bookmark not defined.
1.8.2: Data analysis methods................................................................................................12
1.9: Rigour and ethical considerations .......................................................................................14
1.10: Conclusion............................................................................................................................15
Chapter 2: Theoretical framework and Literature Review .................................................... 16
2.1: Introduction.........................................................................................................................16
2.2: Theoretical framework ........................................................................................................16
2.3: Literature Review.................................................................................................................17
2.3.1: <<Subheading related to an aspect of the literature review>>..................................18
2.4: Conclusion............................................................................................................................21
Chapter 3: Research methodology....................................................................................... 22
3.1: Introduction.........................................................................................................................22
3.2: Research philosophy: Ontology and Epistemology..............................................................22
3.3: Research Methodology........................................................................................................23
3.3.1: Data Collection Methods ............................................................................................24
3.3.2: Data Analysis Methods ...............................................................................................24

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3.4: Conclusion............................................................................................................................25
Chapter 4: Research Findings .............................................................................................. 26
4.1: Introduction.........................................................................................................................26
4.2: Research Findings................................................................................................................26
4.2.1: [Subheading for finding one] ......................................................................................28
4.2.2: [Subheading for finding two]......................................................................................28
4.2.3: [Subheading for finding three]....................................................................................28
4.2.4: [Subheading for finding four]......................................................................................29
4.2.5: [Subheading for finding five] ......................................................................................29
4.3: Conclusion............................................................................................................................29
Chapter 5: Discussion.......................................................................................................... 30
5.1: Introduction.........................................................................................................................30
5.2: Discussion of the findings ....................................................................................................30
5.3: Theory development............................................................................................................30
5.4: Conclusion............................................................................................................................31
Chapter 6: Conclusion and Learning Journey........................................................................ 32
6.1: Introduction.........................................................................................................................32
6.2: Impact of the research / Key conclusions from the study....................................................32
6.3: Recommendations for future research................................................................................34
6.4: Learning journey / My experience undertaking this research project.................................34
6.5: Conclusion............................................................................................................................34
References................................................................................................................................. 35

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Chapter 1: Introduction to the study
This chapter is made up of my research proposal and is the introductory chapter to the
study.
1.1 Introduction to the study
{In one to three paragraphs, provide a background to the topic you wish to study. In
introducing the topic, draw on literature. In referencing the literature make sure you do not
have author first names or initials in the in-text references. Also make sure there are no
commas or fullstops BEFORE the reference. We recommend you referencing using
Mendeley from the start. The purpose of these opening paragraphs is to engage the reader
in the topic and locate it in a body of literature. (This is especially important if you are doing
a grounded theory study and won’t have a literature review till later in the study) (The
purpose is to locate your study in a body of literature).
{Provide a brief signpost for the reader what is in the rest of this chapter.}
Clean energy technology in the form of batteries for energy storage and solar panels for
energy generation are renewable energy technologies that are proved to reduce carbon
dioxide CO2 and greenhouse gas emissions as these increasingly become threats to energy
security pose ‘worrisome environmental and societal problems‘ (Huijts et al., 2012, p. 525).
Anytime an electronic device gets plugged in, is manufactured, or moved from one place to
another, carbon gets released creating the problem of climate change.
Due to human innovations ‘when carbon mixes with oxygen it forms carbon dioxide (CO2),
which traps heat above the earth and causes temperatures to rise’ (The Carbon Almanac
Network, 2022, p. 23). Political systems, the environment and the overall quality of
infrastructure become adversely compromised with challenging and overwhelming
consequences as seen in current published research (The Carbon Almanac Network, 2022).
As a leader in an organisation that provides energy solutions for storage and generation, I
believe it is worthwhile focusing my research project on examining how consumers make
buying decisions when it comes to selecting energy generation and storage solutions.
Hence, I have outlined this this broader context setting the scene as to why I focus on this

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research project to try to gain a perspective on how trade-offs between key attributes like
price, sustainability and quality are made when consumers are selecting energy solutions for
storage and generation (Ross & Milne, 2021).
The rest of the chapter presents the situation of concern with an introduction to the
research opportunity. The goals of the research are described and the research questions
which will be asked during the course of the research project are listed. ‘Research questions
are frequently grounded in the research’ (Ghanad, 2023, p. 3799). This is followed by an
introduction to the literature sources on which the study is based as they inform the
questions asked as well as the methodology. ‘By reviewing the literature, the researcher will
immediately realise that the problem statement of the research has its origins in a variety of
theories that have been established from various views’ (Ghanad, 2023, p. 3799).
Thereafter, the foundation is laid, which is the theoretical framework and which includes
the problems or theories linked with the research informing the study follow since they
underpin the investigation. Detailing the methodology focusing on outlining the survey
process, a quantitative research technique called conjoint analysis. This enables researchers
to measure the ways in which customers make trade-offs between a variety of attributes of
products or services. These include, features, price, quality, functionality, performance and
sustainability or environmental benefits.
Findings from this research project will be beneficial for my business and potentially it will
make a contribution to the existing literature on the dynamics of consumer behaviour in
renewable energy markets. In addition, the work will detail insights for industry
stakeholders, including policy-makers and researchers who are interested in developing and
improving clean energy solutions. The caps in the existing literature on value perceptions of
consumers with regard to sources of clean energy storage and generation devices will also
be addressed. This will include the role of social norms, risk attitudes, trust factors and
ethical values.
To find out where we are going, I explore the business context to try to understand market
dynamics including the proliferation of new local and imported solutions in the market. I
have chosen this problem as being relevant to study so that I can increase the possibility of
our ability to adapt to changes in the market. Factors contributing to success include the

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business being able to make adequate funds available for R&D. In addition, the business’
ability to align customer needs with the perceptions that drive buying decisions including
effectiveness of solutions and quality of solutions. The problems leading to this increasing
demand for energy storage products are due to frequent increasing power outages/load
shedding.
How might we choose a path that will bring value to the business and to customers
considering the implications that come with the range of choices? My perspective on the
overall situation is that job creation in the local economy and and increased local content by
increasing those parts of the value chain that are South African and taking the route of
import substitution for reduced environmental impact are considerations that are all
preferable to choosing to go with imported products. In addition, I have a strong preference
for products made in my own country not only due to national pride but due to my belief
that it is important to support local industries to bring about greater degrees of resilience in
the local economy.
Other perspectives have the potential of being apparently more cost effective and able to
offer a higher, faster and less risky return on investment. Established international brands
may hold higher levels of trust and more esteemed brand reputation making customers
choose important products. Cultural and aesthetic factors also influence customer choices
since certain customers may prefer designs/look and feel that aligns with their cultural
identity or personal taste. In considering quality and reliability, locally made products may
be thought of as being more reliable due to easier access to customer support and after-
sales-service.
1.2 Situation of concern or research opportunity
{Outline the situation of concern, topic or research opportunity that you wish to study, and
provide a brief background to yourself within the context of this topic}
{State clearly why the topic is a persistent and relevant one – for you, and/or your
organisation, and/or the world/other stakeholders}
My perspective has relevance as a situation of concern because as managing director of a
clean energy storage generation company, I am faced with deciding on the most

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appropriate and most effective business model and ways of positioning my products’
attributes. The research will help me face my challenge which is in how to run my business
in a responsible way for ensuring long-term sustainability.
This research question ought to also be a relevant area of concern for the following
stakeholders too: customers, consumer advocacy groups, employment organisations,
government, utility companies, environmental and sustainability advocates, local
manufacturers and businesses, international manufacturers and exporters, policymakers,
investors, financial institutions, academic and research institutions since different
stakeholders may have distinct interests and considerations in this matter.
It is worth putting effort into focusing on real-world practices such as how to do market
research and bring emerging insights into my organisation. This plays a crucial role in
improving organisational performance and meet the contemporary challenge of
loadshedding. I have chosen to do this study because it equips me to improve our product
positioning and our segmentation strategies. As a result, I will be able to understand how
customers evaluate and compare different products based on their attributes. This helps to
use my learning for practical relevance in becoming superior to the competition in a a
market characterised by a high degree of uncertainty.
1.3 Research goals
With this study, I will improve my ability to make appropriate judgements and be better
able to apply them in specific situations drawing on my experience having gained wisdom
that can take me further than only theoretical knowledge but through practical application
in a real life context. This will enhance the competence I have as a leader by adding a
scientific capability to my theoretical knowledge
On a practical level I hope to develop more scientific knowledge to improve and to
understand my context with systematic methods and research-specific goals. It is desirable
to have such solutions as they are practical as well as scientific. In this way, this approach
helps me to approach the design of my business strategy in order to effectively influence
product design, innovation and competitiveness.

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As relating to intellectual goals, I thus have the opportunity to develop deeper insight and
discernment to know what the right course of action is as required by me in specific
situations bearing in mind particular circumstances and contexts. This sharpens my
capability as I put effort into the factors that underpin customer preferences in a crowded
market
On a personal level, my goal is to investigate ways to be able to better navigate complex
ethical dilemmas, influence and contribute to a more robust to the economy and to a more
resilient society. Thus my personal goal is to work out how best I can be leader in an
environmentally responsible business venture which is of benefit to the well-being of my
community. Achieving this assists me in my aim to act with more sensitivity, to use my
insight and to work from a place of understanding of the norms and values involved.
My intention realistic and achievable as improved the leadership and decision-making
capability gained would make my goals more possible. This is especially with regard to the
practical implications and consequences of actions allowing me to go beyond theoretical
knowledge. In this way, my development of a deeper understanding enables me to make
ethical decisions leading to significant and positive outcomes for customers and
stakeholders. All of this will make it more likely that I will be able to leverage my
understanding of customer perceptions about how they make buying decisions.
1.4 Research question(s)
My concern and research goals translate into the research questions listed below to be
addressed to a relatively small group of respondents using a quantitative survey method
following conjoint analysis. My intention is that these research questions will assist me to
gain valuable insights into the perceptions informing customers' buying decisions when
choosing clean energy storage devices. I prioritized and tried to limit the questions I will be
asking to only 10 questions based on importance and relevance of topics. I also took the
balance of the types and formats of the questions into consideration.
 Please look at the following representations of different clean energy storage
devices and make a selection to show the one you prefer the most. Consider the
brand, colour, design, solarized or not, and reliability of each device. [Show four

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graphics detailing different devices with different attributes with space for a
selection to be made.
 Please make a selection to show how much you agree or disagree with the listed
statements about buying clean energy storage devices, using a 5-point Likert scale
from 1 (strongly disagree) to 5 (strongly agree):
o I am willing to pay more for a clean energy storage device that has optimal
features and functionality.
o I am willing to pay more for a clean energy storage device that has a good
design and appearance.
o I am willing to pay more for a clean energy storage device that has a high
level of performance and efficiency.
o I am willing to pay more for a clean energy storage device that is made from
environmentally friendly materials and processes.
 If you were to purchase a clean energy storage device, which payment option is
preferable to you? Please make your selection below.
o An outright purchase price
o A subscription package/monthly rental
o A combination of both
 What is the importance of environmental sustainability to you when buying a clean
energy storage device? Please rate the level of importance on a 5-point scale from 1
(not at all important) to 5 (very important).
 How important is supporting the local economy when you are buying a clean energy
storage device? Please rate your level of importance on a 5-point scale from 1 (not
important at all) to 5 (very important).
 How do you perceive the quality and reliability of locally made South African clean
energy storage devices compared to imported products? Please rate your level of
perception on a 5-point scale from 1 (much worse) to 5 (much better).
 What are the main factors influencing your value perception of locally made South
African clean energy storage devices versus imported products? Please select all of
the options that apply from the list below.
o Pricing
o Features

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o Performance
o Design
o Sustainability
o Other (please specify)
 How much do you trust the brand of locally made South African clean energy storage
devices versus imported products? Please rate your level of trust on a 5-point scale
from 1 (do not trust at all) to 5 (trust completely).
 How do you weigh the environmental impact of locally made South African clean
energy storage devices, including factors like reduced carbon footprint and
transportation emissions, against the environmental considerations of imported
products? Please rate your level of perception on a 5-point scale from 1 (much
worse) to 5 (much better).
 How much do you prefer clean energy products over conventional energy products?
Please rate your level of preference on a 5-point scale from 1 (do not prefer at all) to
5 (strongly prefer).
These questions are important due to the fact that environmental consciousness plays a key
role in informing the buying decisions of customers in addition to economic, quality and
functionality questions. In this way customers may prefer locally made products for their
potentially lower carbon footprint and for their support of sustainable practices. The
approach to phrasing questions that I have used has several implications and is relevant to
my research process because it affects the quality and reliability of the data I will collect and
it also determines the validity of the conclusions I will draw. I have specifically made
attempts to avoid open-ended or descriptive questions so that I can be more likely to
extract accurate responses. It is a fine balance between questions that are too leading or
too specific to avoid potential bias or skewed results. As such the questions are effective
because they are clear, concise and they use language that is relatively neutral. In addition,
I’ve paid attention to the order and structure of the questions taking care about what types
of questions are asked and how they are formatted.
Particular strengths that I am able to bring to this study include the fact that I have
benefited significantly from the transformative experience of doing the EMBA programme.
This equips me with multiple perspectives and a solid foundation to approach the work

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required in this research project. In addition, I am a co-founder in a renewable energy
business and currently work in the role of managing director being responsible for
marketing, business development and sales. This gives me direct experience which is
applicable in the work of marketing clean energy technologies to consumers. Being in the
clean energy storage and generation sector, my work focuses on manufacturing and offering
clean battery energy storage devices known as PowerBoxes (smart UPSs). These make a
difference to customers as they can benefit from uninterrupted, reliable, renewable backup
power during power outages for their essential devices during load shedding.
Doing this study further deepens my capacity as I am uniquely placed to understand a
particular niche of stakeholders and extend the ways in which my business can be of service
to them. This study supports specific work that we do by assisting us in moving closer to our
goals such as how to gain recognition in a crowded marketplace, how to create value for our
business and our customers. We care about making a change to bring about innovation and
to act more strategically in executing our operations. In short, I care about this study
because it has the potential to push our work forward so that our business can be
competitive and that current environmental crisis and uncertainty in power supply can be
alleviated.
1.5 The literature that will inform the study
My problem situation is to understand the key factors influencing the buying decision-
making process of customers of clean energy storage and generation devices under
uncertainty. Therefore, I have elected to use a quantitative research methodology called
conjoint analysis. This will enable me to systematically examine the various factors that limit
adoption and acceptance among consumers. Examples include quality, cost and awareness
of sustainability. With this methodology I can understand the trade-offs that consumers
make and how they weigh different attributes including brand, design and reliability. This
literature is relevant to my research concern and to my focusing questions because it
provides a thorough review of needs, preferences, satisfaction levels, and of choices made
by consumers seeking products and services such as clean battery energy storage
technologies.
…..

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1.6 The conceptual/theoretical frameworks that will inform the study
 The concept of planned behaviour (TPB) is a psychological theory linking beliefs to
behaviour and maintains that three components: attitude, subjective norms,
perceived subjective norms and perceived behavioural control shape the behavioural
intentions of individuals. Relating TPB to my topic gives me the capacity to discuss
the concepts that underpin my research.
 These relations highlight and draw attention to behavioural intention explaining
human social behaviour through a grounding of data and positioning of arguments.
 Seeing these interrelations offer insight into buyer behaviour as being rational and
based on the desire that consumers have to obtain the highest degree of utility
value, maximise savings and as influenced by price, maximisation of income and
preferences.
 These concepts are appropriate for this study because they have relevance to the
enquiry I am interested in for making comparisons and seeing how they impact on
each other after having discovered an appropriate research strategy and data
collection methodology.
1.7 Research approach and methodology
{Articulate your research approach. You may also wish to briefly mention your study’s
ontology, epistemology and philosophical grounding}
The research philosophy serves as ‘the starting point in my research methodology’ enabling
me to select an appropriate method of data collection so that I can start collecting data
(Wilson, 2021, p. 112). In my study, which is based on the interpretivist ontology and
subjectivist epistemology, I look at ‘what constitutes acceptable knowledge in the field that
is being studied’ and worked with from the perspective that I am part of the social world
that is being examined (Wilson, 2021, p. 113). Interpretivism is a research philosophy
emphasising the importance of understanding the subjective meanings and interpretations
of social phenomena from the perspective of all the participants involved. This includes
considering that in order to have knowledge of the world which is social and being a social
scientist, it is important to understand language, meanings and cultures which are typically
understood using research’ (Wilson, 2021, p. 113). Subjectivism is a branch of epistemology

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that holds knowledge as a product of individual subjectivity and interpretation, ‘taking a
subjective viewpoint also means that bias cannot always be avoided’ (Wilson, 2021, p. 115).
This philosophy is relevant and feasible for exploring my research question as it allows me to
specifically investigate and understand the subjective meanings and interpretations of
consumer behaviour and preferences.
1.8 Data collection and analysis
{Articulate what data / evidentiary sources you will collect/use in the study
My objective is to take research questions formulated by me, based on my reading of prior
work that has been published about my field and topic, and use them in conducting a survey
to provide insights for my organisation within the market we operate in (Wilson, 2021).
Once clear of the first step involving a proposal writing process and after making adequate
allowance for the necessary ethics clearance stage, the survey will be done by me using an
online survey tool. Ethical challenges will remain a consideration through the duration of
the project (Wilson, 2021). As well as regular interactions for me to obtain guidance from
my supervisor, I will be keeping a research log or diary about my data collection and analysis
to allow for my reflection throughout the research journey. This will include my personal
views on the topic and direction of my research, brainstorming ideas, timetable of tasks
keeping the deadline in sight, key phrases, words and reading materials used in my
literature review and list of sources from Google Scholarin my Mendeley referencing
assistant for ease of access (Wilson, 2021). All these factors function to create a starting
point and will facilitate my learning journey.
A quantitative research methodology is relevant and feasible for my study due to the fact
that it guarantees that my collection and analysis of data will have a high likelihood of being
systematic as well as objective. This research methodology makes it possible for me to
successfully ask such questions as how much, how often, how many or and what extent
(Ghanad, 2023)? Known as deductive reasoning, this type of analysis involves forming a
hypothesis to explain evidence or a set of observations to arrive at making sense of
phenomena (Kotronoulas et al., 2023). This is a flexible research process which starts off
with the collection of empirical data, such as with a survey, moving through to examining
the information that emerges, gathering insights from theories and from specific
observations and analysis in a ‘top down’ approach to find supporting evidence (Wilson,

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2021). This type of approach foregrounds numerical data which has relevance for my
business and product offering because it facilitates my explorations in understanding the
behaviour of consumers by heling me to hypothesize about the way they make the buying
decisions they make.
1.8.1 Data collection methods
Considering how effective a tool the Conjointly.com platform is known to be for the
purposes of getting quantitative data from respondents measuring how consumers’
preferences are impacted by attributes like price, sustainability and quality I am able to gain
a greater competitive advantage as a provider of energy and generation solutions in the
market (Conjointly). This aligns with a greater degree of credibility and validity in terms of
the study and related conclusions helping me to understand how to differentiate my
products, setting my organisation apart to be more recognised and preferable as compared
to our competitors. In this way, my ability to better inform the way my organisation
connects ideas is augmented, In addition so is my capacity to do the necessary groundwork
before taylor-making the investment we make into required resources to match what we do
to meet the goals and values of targeted consumers (Wilson, 2021).
As discussed the Conjoinly.com platform functions as a good way to do my data collection
exercise in the form of quantitative research (Conjointly). It is ideal for me to administer this
questionnaire with existing consumers as respondents since I already have a relationship
with them and their contact details are easily accessible from my company’s database. As
these consumers have a direct relationship with me already, we have a situation of trust
between us making it relatively a straightforward process. Having already purchased clean
energy storage and generation products, they are informed and well-placed to answer my
questions. Through the Conjointly.com site, a user-friendly state-of-the-art platform survey
platform, I can do this free of charge as I received approval as an academic subscriber. These
are some of the critical prerequisites that were helpful for the purposes of the generating
data needed to complete my research project for the EMBA programme.
{State why you will feasibly be able to get access to these data sources for your study. If
there are potential risks, list them and consider what you will do if you do not get the access
you need (eg if you are dependent on your current organisation for the study, state whether

12
or not you will still be able to conduct the study if for some reason you leave the
organisation and if so, what your Plan B is}
{This section not be in the final submission – it is here for purposes of the proposal}
– These methods are feasible for this study because quantitative research allows for the use
of conjoint experiments and provides for statistical analysis of emerging findings from
survey data from my sample of existing customers of clean energy storage and generation
solutions. The research process and methodology allows me to examine insights detailing
value perceptions of consumers including sustainability as a product attribute. Existing
empirical work details how sustainability can be considered to be part of a collection of
attributes leading to product preference. Steps in designing and conducting a survey
include developing a theory, research question, and collecting data.
1.8.2 Data analysis methods
{State how you will analyse and interpret the data.
- I selected this methodology because I aim to conduct a survey investigating the way
consumer segments go about making their buying decisions is that I am interested in the
value perceptions of consumers. This analytical quantitative research method is ‘a widely
used and admired research technique, particularly in the field of marketing and new
product development’ (Kulshreshtha et al., 2023, p. 608). An good example would be in the
case of trying to find effective sustainable marketing strategies for luxury goods and
products (Kulshreshtha et al., 2023). In addition, ‘much of the empirical work focuses on
analysing, encouraging and cultivating the “green consumer” as a market segment (Simpson
& Radford, 2014, p. 1049). I found it worthwhile to look into this methodology as well as
into sustainability, as my products fall within the same category being that they are energy
storage and generation solutions addressing economic, social and environmental product
dimensions that consumers weigh up in planning their acquisitions and investments
(Simpson & Radford, 2014). Conjoint analysis is used extensively both academically and
practically across these and numerous other sectors being proven over a period spanning
more than thirty years. Reliability and validity can also be addressed with rigour enabling
the creation of in-depth observations and deepening the possibility for addressing a more
sound understanding in research experiments (Kulshreshtha et al., 2023). As numbers tell a
story, the process of narrating allows me to be creative in detailing patterns, trends insights,

13
motivations and other underlying reasons behind the perceptions and choices of
consumers.
More and more, the marketing discipline looks closely into how the ‘green consumer’ and
other environmental dimensions impact on business practices (Simpson & Radford, 2014).
This approach is feasible because it makes it possible for gaps to be addressed
demonstrating the influence of different attributes on how consumers evaluate products
and pinpoint potential segments of the market that could be targeted in my business
strategy. In addition, by using this research process I am better able to arrive at a more
nuanced and complete understanding useful in tackling the real-world problems that we
face (Simpson & Radford, 2014). It is also feasible for me to engage in creative thinking in
the description and interpretation of the survey data to explore the perceptions of my
respondents.
After collecting the data, I will then be able to focus on an exploration of the findings and try
to analyse and interpret the data generating hypotheses which I can then test, confirm,
measure and analyse. Thereafter, I can tell a story by writing up my project, describing and
discussing the responses to my survey questionnaire using graphs and numbers to making
comparisons and comment on variances among other things. According to Byrne, the
intention is to examine data, identify signs of association, patterns, and discuss examples of
differences (Byrne et al., 2017). This of measurement process is fundamental to quantitative
methodology (Sloan, L).
See: http://methods.sagepub.com.ezproxy.uct.ac.za/project-planner/data-analysis-and-
interpretation. You may also want to read: AMLE eds (2016) paper on: “On Writing Up
Qualitative Research in Management Learning and Education”}
See: You may wish to read one of the Little Blue Books on methods in the Sage Research
Database: http://methods.sagepub.com.ezproxy.uct.ac.za/%7D. Or you may wish to consult
the Emerald
guides:http://www.emeraldgrouppublishing.com.ezproxy.uct.ac.za/research/guides/metho
ds/index.htm. Or you may wish to consult the Sage Handbook on Applied Research Methods
in Social Science: http://methods.sagepub.com.ezproxy.uct.ac.za/book/the-sage-handbook-

14
of-applied-social-research-methods-2e.) (For methods like Design Science and Phronetic
Social Science you will need to look to the academic literature)
{Insert Illustration of your research process. Include a timeline for the research either in this diagram
or in another diagram}
Figure 1: Illustration of my research process
[Note that in the dissertation this section will be a summary of this section in the Research
Methodology chapter]
1.9 Rigour and ethical considerations
{ Explain what you will do to ensure that your method of getting from data to theory/results
will be a rigorous one. See: Eisenhart et al., (2016) paper on rigor without rigor mortis}
{Discuss the ethical considerations that will need to be considered in this study. To check
yourself see: http://methods.sagepub.com.ezproxy.uct.ac.za/project-planner/research-
ethics. Also read the Commerce Faculty Handbook on Ethics}
I am curious about how different consumer segments trade-off price, quality and
sustainability which means having a view of their interests, their values and their attributes
and this aligns with the interpretivist and subjective epistemology (Grover & Vriens, 2011).
By aligning with an interpretivist ontology and subjectivist epistemology, I can gain insights
into how consumers perceive and value different attributes of clean energy technologies. I
hypothesise that various segments have different preferences and trade-offs. This helps me
to develop effective sustainable marketing strategies and improve my products’ features,
benefits and the services we offer to meet my customers’ needs, match their goals and offer
engaging experiences as they approach the important livelihood question of energy storage
and generation (Sheth et al., 2011). While doing this exploratory study, I can understand my
role as a researcher (Wilson, 2021).

15
Having received the survey data through the easy-to-use online link, I will be able to use it to
interpret and analyse the date by conducting a conjoint statistical analysis. This data analysis
method is appropriate to the methodological choice because respondents are presented
with a series of choice tasks or scenarios where they are asked to make selections among
different combinations of attributes and levels. The scenarios mimic real life decision-
making situations. The collected data is analysed statistically to estimate the relative
importance of each attribute and the utility/preference scores of each level within an
attribute.
This method is rigorous and ethical because once the scores are worked out, it is possible to
simulate different product scenarios and work out changes in attribute levels influence
customer preferences and market share. It is a powerful tool for market segmentation,
product development pricing strategy and market forecasting. Most importantly it helps
businesses in making data-driven decisions through the understanding of customer
preferences, predicting market acceptance and optimising product offerings to meet
consumer needs effectively.
1.10 Conclusion
{Summarise your key proposal in a paragraph. Give it shtickiness}
[For the final research project: Add an outline of how the rest of the thesis will be organised
i.e. what will be covered in the chapters that follow]
As discussed, my research project has relevance in assisting my organization, which
operates in the renewable energy space, to arrive at understanding the factors and
attributes influencing the value perceptions of consumers (Louviere, J). I am struck by the
way in which clean energy storage and clean energy generation could potentially alleviate
the burden of political and environmental uncertainty as well as make a positive impact on a
society facing unreliable infrastructure and increasingly costly power supply.
The data analysis section Is it desirable for my business to offer South Africa products as
compared to imported products? South African made products would contribute to a more
robust local economy where jobs are created as well as making a more positive impact on
the environment by allowing a lower carbon footprint through import substitution. This is

16
because shipping fully made products from abroad would not be good for the environment
for example.
Chapter 2 Theoretical framework and Literature Review
2.1 Introduction
[Introduce the chapter and provide a signpost for the reader on what the chapter will cover]
Is it desirable for my business to offer South Africa products as compared to imported
products? South African made products would contribute to a more robust local economy
where jobs are created as well as making a more positive impact on the environment by
allowing a lower carbon footprint through import substitution. This is because shipping fully
made products from abroad would not be good for the environment for example.
[Note that if you are doing a 100% grounded theory study, your literature review will only
come only after the research findings, and you will do the Research Methodology chapter in
Chapter 2 and the theoretical framework will only emerge at the end]
This chapter will introduce the theoretical framework focussing on the theory of planned
behaviour and introduce the literature to be reviewed. My study of the literature allows me
to gain more knowledge of the various factors providing insights and at play in influencing
by either limiting adoption or impacting positively on the acceptance of clean energy
storage and generation solutions among consumers (Völckner & Hofmann, 2007). The
literature points to examples of perceived value like the awareness of sustainability, cost
and quality among other trade-offs made by consumers when choosing their ideal solutions
(Zeithaml, 1988). In many cases, findings show that consumers are willing to pay more for
these systems perceiving them to be reliable and environmentally friendly. The literature
shows how consumer psychology research can explain and predict intentions (Grewal et al.,
1998). This is through the theory of planned behaviour which proposes that attitude,
subjective norm and perceived behaviour play a significant role (Ross & Milne, 2021).
2.2 Theoretical framework
[Discuss the theoretical framework that you will use as a lens to help you make sense of
your findings. Explain why you are using this lens.]

17
The theory of planned behaviour (TPB) is a widely used model to make predictions about
and to provide explanations for consumers’ green purchase intentions. Although it does
have limitations, it is a theory that is effective in allowing investigations into ‘ethical
consumption’ (Hassan et al., 2016, p. 220). In addition, it is worth noting that it has gained a
great deal of popularity and has received significant attention in the media as well as in
academic research over the years. Across ethical consumption contexts, ‘researchers have
identified gaps between what consumers think, what they intend and what they actually do’
(Hassan et al., 2016, p. 220). From the 1970s the understanding of the way in which attitude
and behaviour relate to each other has been revolutionised with the introduction of the
important role played by intention considering its capacity as a mediating step (Hassan et
al., 2016). Providing this understanding through research findings has contributed to the
field by ‘revealing that attitude, perceived behavioural control and subjective norms
positively moderate the relationship between consumers’ intention and willingness to pay
for renewable energy, while environmental concern did not impart any significant effect,
specifying that environmental concern has an insignificant role. On the other hand, belief
about renewable energy cost negatively moderates this relationship’ (Irfan et al., 2020, p.
21748). Evidence from a wide range of numerous of ethical consumption contexts,
continues to point to the effect that social pressure or expectation drives consumers to buy
clean energy solutions (Irfan et al., 2020, p. 21749). According to this theory, consumers are
more likely to purchase clean energy products if they have a positive attitude, a supportive
subjective norm and a high perceived behavioural control. ‘The the social stress of
performing or not performing a particular behaviour is termed as the subjective norm’
(Irfan et al., 2020, p. 21750). However, the theory of planned behaviour alone does not
capture the complexity and diversity of consumers’ green purchase intentions because
many other factors have the potential to affect their decision-making process . For this
reason, it is necessary to incorporate additional variables including environmental concern
among others.
2.3 Literature Review
[Introduce the literature review, by telling the reader what your literature review will cover
– i.e. signpost the literature review for the reader. It is a good idea to also note how you
went about doing the literature review. It is also recommended that you create subheadings

18
as a way of organising the flow of content. You can choose as many subheadings as seem
appropriate for your study]
In this section, I pay attention to summarising and evaluating a range of existing research
about the behaviour of consumers to identify gaps, themes and any controversies in the
field as relevant to my subject area. Milne and Ross, in their paper titled ‘Price? Quality? Or
Sustainability? Segmenting by Disposition Toward Self-other Trade-offs Predicts Consumers’
Sustainable Decision-Making, they promote thinking about how consumers go through a
process whereby they trade off attributes like price, quality, and sustainability when making
choices between products (2021). ‘Consumer trade-off literature typically focuses on dyadic
relationships between product attributes such as price and quality, sustainability and quality
or price and sustainability’ (Ross & Milne, 2021, p. 363).
In the literature, various discussions point to what is known as a ‘sustainable consumer’
being defined as ethically minded and feeling responsibility for the environment or society
expressing their values through their consumption patterns and ‘concerned with the effects
that a purchasing choice has on not only on themselves but on the external world’ (Ross &
Milne, 2021, p. 362), (Mohr & Webb, 2005). This refers to their self-other trade-offs as
segmented into three groups: Entitleds, Equity Sensitives and Benevolents which play a
significant role in predicting and explaining consumers’ sustainable choices (Ross & Milne,
2021), (Ross & Kapitan, 2018).
2.3.1 <<Subheading related to an aspect of the literature review>>
[Discuss in detail an aspect of the literature relevant to your study, being careful to cite
references fully and to have at least one reference in every paragraph]
Using a concept called equity sensitivity, which is a widely used construct, research
hypothesises and tests the way the habits that consumers have of giving up one thing in
return for another so that they compromise to get what they want balancing self with other
(Huseman et al., 1987), (Ross & Kapitan, 2018). An example of this is the opportunity cost
of giving up a day’s income by staying away from work to go to a concert (Vocabulary.com).
‘Equity theory postulates consumers perceive equity, or fairness, in exchange when the
benefit of exchange are equal to the costs. Equity sensitivity, an extension of this theory,

19
proposes individuals are sensitive to equity in self-other trade-offs relative to the market.
Perceptions of marketplace equity affect self-other trade-off within an individual’s mental
“portfolio” of marketplace behaviors and motivate sustainable choices when this ‘portfolio’
feels imbalanced’ (Ross & Milne, 2021, p. 363), (Huseman et al., 1987). Equity theory
suggests that consumers see equity, or fairness, in exchange when the benefit of exchange
is the same as the costs. Equity sensitivity, an extension of this theory, proposes that
individuals are sensitive to fairness in self-other trade-offs relative to the market. How
marketplace equity is viewed affects self-other trade-off within an individual’s mental
“portfolio” of marketplace behaviours and motivates their sustainable choices when this
‘portfolio’ feels imbalanced’ (Ross & Milne, 2021).
[Discuss in detail an aspect of the literature relevant to your study, being careful to cite
In the past, consumers have typically focused on product attribute dyads, rather than
multiattribute decision-making in the sustainability context. For scholars and practitioners,
understanding which attributes are more important to consumers in trade-off contexts has
been a challenge (Ross & Milne, 2021). Self-other orientation may play a significant role in
predicting consumers’ sustainable choices. Prior research on equity sensitivity demonstrates
that segmenting consumers by their disposition to self-other trade-offs (i.e., their self-other
orientation) helps predict price–quality–sustainability tradeoffs. Explorations into how
consumer segments known as equity sensitives tradeoff price, quality, and sustainability
attributes in consumption decisions are evident in the literature by a number of different
authors (Grewal et al., 1998), (Zeithaml, 1988), (Ross & Milne, 2021). They find that price
provides high utility for Entitled consumers, while sustainability provides high utility for
Benevolent consumers and Equity Sensitives are more willing to choose a sustainable option
over a conventional option, even when prices are high. When product attributes are
combined, Benevolents are more likely than Entitleds to purchase sustainable products
(King & Miles, 1994). They use data for looking broadly the predict consumers’ sustainable
choices which is beneficial for firms interested in targeting consumers with consumer-
centric sustainability strategy .

20
In the past, consumers have typically focused on product attribute dyads, rather than
multiattribute decision-making in the sustainability context. For scholars and practitioners,
understanding which attributes are more important to consumers in trade-off contexts has
been a challenge (Ross & Milne, 2021). Self-other orientation may play a significant role in
predicting consumers’ sustainable choices. Prior research on equity sensitivity demonstrates
that segmenting consumers by their disposition to self-other trade-offs (i.e., their self-other
orientation) helps predict price–quality–sustainability tradeoffs. Explorations into how
consumer segments known as equity sensitives tradeoff price, quality, and sustainability
attributes in consumption decisions are evident in the literature by a number of different
authors (Grewal et al., 1998), (Zeithaml, 1988), (Ross & Milne, 2021). They find that price
provides high utility for Entitled consumers, while sustainability provides high utility for
Benevolent consumers and Equity Sensitives are more willing to choose a sustainable option
over a conventional option, even when prices are high. When product attributes are
combined, Benevolents are more likely than Entitleds to purchase sustainable products
(King & Miles, 1994). They use data for looking broadly the predict consumers’ sustainable
choices which is beneficial for firms interested in targeting consumers with consumer-
centric sustainability strategy .
[Discuss in detail an aspect of the literature relevant to your study, being carefully to cite
Having noted the limitations that the theory of planned behaviour has been attributed with,
it is worth outlining certain other factors that may Influence consumers’ decisions to buy
green products like clean energy storage and generations solutions. Firstly, consideration
must be made of cognitive factors including a consumer’s perceived value, risk and trust of
green products as well as their environmental and technological knowledge or awareness. In
the business within which I work, we frequently discovered that consumers did not
demonstrate adequate technical proficiency concerning the solutions they were interested
in buying. For example, they were not well-informed enough to confidently evaluate
relevant technical specifications, benefits, costs, quality or performance. As a result, the
client would usually defer to the installer or salesperson for guidance asking them to inform
them on how to go about making important decisions. Secondly, individual characteristics
play a significant role in influencing the buying decisions of consumers of clean energy

21
storage and generation solutions. These include beliefs, consumers’ personal values,
emotions, attitudes, personality traits and self-efficacy. They create additional dynamics to
shape consumers’ environmental attitudes and motivations, and self-image through green
consumption, and how they express their identity. Thirdly, social factors can affect how
consumers perceive the social pressure and expectations to buy green products, and how
they conform to or deviate from the norms of their reference groups. Examples include
consumers’ cultural orientation, collectivism, social influence and subjective norms.
{In some studies, the literature findings are used to develop a theoretical framework with
which to analyse or interpret the findings. If this is the case, there is an additional section
added titled, eg, Theoretical lens}
The degree of control Perceived behavioural control refers to
Figure: xx. Proposed model
2.4 Conclusion
[Conclude the literature review, highlighting the key findings]

22
3 Research methodology
[In practice how this chapter is organised will vary depending on what kind of methodology
you have chosen to use. The exact form of the chapter will depend on what research
methodology you have selected]
3.1 Introduction
[Introduce the chapter. Remind the reader of the research question you are investigating in
the study; also provide a signpost for the reader on what the chapter will cover]
I find it concerning that homes and businesses face up to 13 hours a day without power. As
an entrepreneur in this sector, I care about the disruptions this causes and am particularly
curious about how to go about differentiating my business’ locally manufactured products
and services for better recognition in the marketplace. It is worth noting that there have
been reports that load shedding, which is the root cause of the current demand, is set to
double to twice the level it is currently at, within in a space of 5 years. This means it is
worthwhile working out the best way to expand our production capacity and consider how
to promote better buying decisions by consumers. I aspire to find ways for them to choose
us among a proliferation of options and find ways to meet their needs with our products
and services. The value perceptions of consumers intending to use renewable energy
solutions are crucial for my business’s ability to develop effective policies and strategies for
the promotion, adoption and diffusion of clean technology solutions. Therefore, this
research aims to explore how choices are evaluated. This is why it makes sense to conduct
my research project using a quantitative survey method with conjoint analysis through an
online survey platform.
3.2 Research philosophy: Ontology and Epistemology
[Discuss the research philosophy. You can mention ontology, epistemology and even
axiology, but note that extensive detail on this is not expected for a research project]
Research philosophy (ontology, epistemology)
– The ontology for this study is ...

23
– The epistemology for this study is ...
– This philosophy is relevant and feasible for exploring the research question because ...
The epistemology is the study of knowledge and how it is created. This philosophy is
relevant and feasible for exploring the research question because it provides a theoretical
foundation for understanding consumer behavior and decision-making in the context of
clean energy storage technologies. By drawing from this framework, you can develop a
more comprehensive understanding of consumer needs, preferences, and behaviors, and
use this knowledge to inform your research.
6. 1.7: Research philosophy (ontology, epistemology)
o – The ontology for this study is the science or study of being, which deals
with the nature of reality as it influences how knowledge and reality are
viewed. By drawing from this framework, I can understand consumer needs,
preferences, and behaviours, and use this knowledge to inform your
research.
o – The epistemology for this study is the study of knowledge so in this case
this means that we are asking how the knowledge is created that shows us
how consumers make trade-offs between various attributes making buying
decisions.
o – This philosophy is relevant and feasible for exploring the research question
because it provides a theoretical foundation for understanding consumer
behaviour and decision-making in the context of clean energy storage
technologies.
3.3 Research Methodology
[Provide a historical background to and explanation of your selected research methodology
drawing on literature, and discuss why it is appropriate for this study. If you have selected a
mixed methodology explain the rationale for this]
By applying conjoint analysis to selected market segments of clean energy storage and
generation devices, this research has the capacity to identify the most preferred
combinations of attributes influencing loyalty, recognition and also affecting levels of

24
customer satisfaction. The research will also examine how the preferences of customers
vary across different demographic groups, behavioural patterns and geographic regions.
One quantitative research methodology that can be used to examine the various factors
that limit adoption and acceptance among consumers such as cost, awareness, and trust is
conjoint analysis. This methodology can help me understand the trade-offs that consumers
make when choosing between different clean energy storage devices, and how they weigh
different attributes such as brand, design, reliability, and solarization.
3.3.1 Data Collection Methods
[Draw on literature on your research methodology to discuss data collection methods
typically used when conducting a study with this methodology.}
{Outline what data you will collect in this study, and how you will collect it. If it is a
qualitative study, discuss the themes or questions you will ask, and how you will select
participants for your study. It is important to be detailed here. The aim is to be highly
transparent.]
– The proposed data collection methods are mixed research methods including conjoint
statistical analysis to enable the exploration of phenomena to generate hypotheses which
can then be tested and confirmed using quantitative data adding rigor to the research
– These methods are feasible for this study because ... mixed research allows the
adaptation of methods based on emerging findings and new insights providing flexibility in
the research process. Gaps can be addressed by providing more nuanced and complete
understanding of complex issues. This is best for real-world problems that require a
multifaceted approach such as in business research. These methods are feasible because
they allow for the integration of different research methodologies thus encouraging creative
thinking to investigate and explore multiple avenues for approaching research questions.
3.3.2 Data Analysis Methods
[Draw on literature on your research methodology to discuss data analysis methods typically
used when analysing data with this methodology.}

25
[Outline what data you will analyse in this study, and how you will analyse it.]
– The data analysis method that is used in this study is congoint statistical analysis which is
used in market research to understand how consumers make choices and determine their
preferences to different product attributes. It is helpful in designing and pricing products as
well as in uncovering the relative importance of different product attributes and identify the
combination that is most optimal in order to appeal to potential customers.
– This data analysis method is appropriate to the methodological choice because ...
Respondents are presented with a series of choice tasks or scenarios where they are asked
to make selections among different combinations of attributes and levels. The scenarios
mimic real life decision-making situations. The collected data is analysed statistically to
estimate the relative importance of each attribute and the utility/preference scores of each
level within an attribute. This method is appropriate because once the scores are worked
out, it is possible to simulate different product scenarios and work out changes in attribute
levels influence customer preferences and market share. It is a powerful tool for market
segmentation, product development pricing strategy and market forecasting. Most
importantly it helps businesses in making data-driven decisions through the understanding
of customer preferences, predicting market acceptance and optimising product offerings to
meet consumer needs effectively.
3.4 Conclusion
[Summarise the chapter and conclude with a sentence on what will be covered in the next
chapter]

26
4 Research Findings
[In practice how this chapter is organised will vary depending on what kind of methodology
you have chosen to use. You can customize it as best makes sense for your study. Each study
will have a different number of findings. Do NOT include discussion of the findings in this
chapter – just what was found. Typically there will be no references to literature in this
chapter as you are outlining about what your study found. ]
4.1 Introduction
[Introduce the chapter]
This chapter details the way I administered a conjoint study to look at the preferences and
buying behaviours of consumers when they buy clean energy storage and energy generation
solutions like PowerBoxes containing lithium batteries and inverters as well as solar panels.
The conjoint analysis research technique enabled me to understand how self-other
orientation plays a significant role in predicting consumers’ sustainable choices. This has
implications for marketing strategies and for understanding consumer behaviour.
Using this methodology I was able to segment consumers’ dispositions to self-other trade-
offs. The three main segments I discovered were Benevolent consumers, Entitled consumers
and equity-sensitive consumers. The Benevolent consumers are those who prioritise
sustainability and would be willing to pay a higher price for clean energy storage and
generation solutions that are environmentally friendly even if they are not the cheapest
option. Meanwhile, the Entitled consumers prioritise price and want to get the best deal
possible regardless of the environmental impact. I found Entitled consumers were more
likely to choose cheaper, non-sustainable energy solutions and were far less likely to choose
sustainable products than Benevolent consumers. Equity Sensitives were those who
maintained a balance of self-other orientation and placed equal value on product attributes.
In short, Equity Sensitives balanced their concern for the environment with their desire for a
good deal. They are willing to pay a reasonable price for clean energy solutions that are
both cost-effective and sustainable. I was able to support these hypotheses and
demonstrate the impact of self-other orientation on consumer choices as the attitudes of
people towards themselves and others affect their choices about sustainable products. For
example, certain individuals care more about sustainability and others care more about the

27
price. The study tested this with results showing that people’s attitudes do indeed influence
the choices they end up making. Understanding how this works is an important
consideration for organisations that are trying to sell sustainable products.
Research Findings
[In practice, some studies need detail on the study process itself as it unfolded – eg who
the people were you were interviewed, their backgrounds (if this is relevant), any changes
that needed to be made during the study that might have affected the findings, etc.
[Signpost the research findings so that the reader knows what to expect.]
All of the survey respondents I approached are existing customers of my organisation. 17
out of the 29 individuals, mainly comprising work-from-home professionals, completed the
survey which was administered via an online link sent to their mobile devices through the
Conjointly.com survey platform which facilitates conjoint studies. Overall, the study’s
findings offer practical implications relevant to my organisation which promotes
sustainability in its offering being a manufacturer and provider of locally made clean energy
storage and generation solutions in the form of lithium batteries and solar panels. Data
gathered is used to segment consumers and this helps predict price, quality and
sustainability trade-offs to enable us to develop effective strategies aimed at encouraging
sustainable consumption behaviours. This process is important so that I can act from a
better standpoint after cultivating the capacity to understand and target consumer
segments being well-informed of the trade-off preferences consumers make and of their
self-other orientation to predict their sustainable choices.
As the research indicates, consumers whose behaviour and characteristics show a balance in
their self-other trade-offs in their product choices are influenced in terms of their behaviour
so they become more likely to opt for sustainable options. Individuals with different self-
other orientations may prioritise different product attributes when selecting their clean
energy storage and generation solutions. These different product attributes could be price
or quality. In the case of Entitled consumers, they were found to be less likely to choose a
sustainable product unless they still received a benefit. Entitled consumers prioritise price
being less likely than Benevolent consumers to choose sustainable products. We found that
the category of Benevolent consumers prioritises sustainability attributes influenced by the
perception that they are contributing to social and environmental well-being. By

28
comparison, the segment made up of Equity Sensitives can maintain a balanced self-other
orientation and value sustainability equally. In this case, the equity sensitivity index predicts
multiple preference choice structures across a wide range of product attributes such as
price, quality and sustainability suggesting that individuals with different equity sensitivities
may demonstrate varying preferences for product attributes. The findings show that Equity
Sensitives are likely to be more open to purchasing sustainable solutions over conventional
ones. This is regardless of the potentially negative impact on the environment and even at
higher prices.
4.2.1 [Subheading for finding one]
[Outline a particular finding. In outlining the finding (if there were interviews), add direct
quotes of what respondents said or excerpts from reflections to support your discussion of
the finding]
The importance of psychological factors was highlighted by the findings with particular
emphasis on the impact they have on shaping attitudes and behaviours towards sustainable
energy technologies and sustainable products like clean energy storage and generation
solutions. Variables impacting on consumer psychology included costs, benefits and
reliability.
4.2.2 [Subheading for finding two]
the finding]
4.2.3 [Subheading for finding three]
the finding]

29
4.2.4 [Subheading for finding four]
the finding]
4.2.5 [Subheading for finding five]
the finding]
4.3 Conclusion
[Conclude by summarizing the key findings]
I drew on the theory of planned behaviour to understand how attitudes, social norms and
perceived behavioural control influence human behaviour. The theory has been applied in a
a range of disciplines and works particularly well in the area of sustainable energy
technology acceptance and sustainable decision-making proposes that the intentions of
people to perform a behaviour are the best predictors of the actual behaviour they exhibit.
The study’s findings suggest that companies offering clean energy solutions need to
consider the different attitudes of consumers. Ideally, they should tailor their marketing and
product offerings in a way that allows them to appeal to each group. They may use a
consumer-centric sustainability strategy to target consumers appropriately. In this way, they
can highlight environmental benefits for Benevolent consumers, cost-effectiveness for
Entitled consumers and a balance of both for Equity Sensitives.

30
5 Discussion (and theory building, if applicable)
1.1 Introduction
[Introduce the chapter, reminding the reader of your research question and the key
findings.
{Provide a signpost for the reader on what the chapter will cover]
This chapter provides a discussion about the study’s findings.
1.2 Discussion of the findings
{In this section you will discuss your findings and their implications, perhaps drawing on
additional literature. This is where you think about what your findings might mean – for
your organisation, for the field you are studying, etc. You may draw on literature again to
locate the findings within the literature, if relevant.}
These insights emphasise how businesses need to consider the presentation and marketing
of sustainable products to ensure that they appeal to consumers who place value on
sustainability. The significance of Equity Sensitives is highlighted as they are people who do
indeed value sustainability and are also willing to pay higher prices for sustainable products.
The findings point to the fact that there is a substantial strategic advantage for marketers
who target this segment by promoting sustainable offerings to them.
1.3 Theory development
[With some studies, you may expand the discussion to develop a theory or model.
Alternately, in some studies if a theoretical lens was developed after the literature review,
this lens is revisited here and its efficacy in explaining what was found is discussed and
perhaps the lens or model is further developed based on the findings. This is typically where
students might do a CLD or CMO, or draw a model of their theory.]
{Depending on the methodology selected, you do NOT have to have a theory development
section. Not all studies aim to create theory}.
The reason why the model has relevance for my organisation is that it helps in arriving at an
understanding of how different people make choices about sustainable products. With this
understanding, we can implement better strategies for selling our clean energy generation
and storage solutions which are sustainable products and encourage more people to make

31
eco-friendly choices in the future. Creating a causal loop diagram is a way to draw the model
of my theory as a lense which is based on the findings of my study. This is an important step
as it details and explains the variables, causal links and the nature of the feedback loops.
With descriptive labels and annotations, I can better provide context to effectively
communicate and accurately reflect the relationships outlined and the information provided
by my research results.
1.4 Conclusion
{Conclude the chapter with a summary}

32
6 Conclusion and Learning Journey
6.1 Introduction
[Bring the study to a close, reminded the reader of what you set out to study, the question
you asked and what your key findings were]
Primarily my research was directed at conducting an investigation into the buying
behaviours of consumers, looking into the way they think about and plan their purchases for
a particular product category being clean energy storage and generation solutions. My
research topic being The Value Perceptions of customers with regard to sources of clean
energy storage and generation devices. I set out to answer the question: ‘How do customers
evaluate and compare different products based on their attributes?’ My study is an
exploration into the field of consumer psychology, analysing its impact on the habits of
consumers and the factors that influence them.
The main part of the enquiry centred on the equity sensitivity construct which relates
directly to equity theory and ‘suggests that individuals react in consistent but individually
different ways to both perceived equity and inequity because they have preferences for
(i.e., are differently sensitive to) equity (Huseman et al., 1987, p. 233). A continuum of these
preferences ranging with three classes of individuals moves from Benevolents, those
preferring their outcome/input ratios to be less than the outcome/input ratios of the
comparison/other to Equity Sensitives, those who value and conform to the traditional
norm of equity or fairness, preferring their outcome/input ratios to equal those of others;
all the way to Entitleds, those who prefer their outcome/input ratios to exceed the
comparison/others.
6.1 Impact of the research / Key conclusions from the study
[This section will vary depending on the study. Discuss key conclusions from the study
and/or the impact of the research and/or why the study had validity and/or pull all the
findings together into a model or diagram]
The key conclusions of my study revolve around market implications, consumer
segmentation and consumer behaviour. It is significant since it offers insights into how
consumer choices are influenced by their attitudes towards sustainable products. With
relevant data, it is possible to segment consumers based on their attitudes towards self-

33
other trade-offs with distinct groups prioritising price, sustainability or a balance of both.
This research technique helps organisations know how to better tailor-make marketing
strategies and how to create better product offerings to respond appropriately to the range
of preferences and needs influencing the behaviour of different consumer segments. The
study highlighted self-other orientation as it impacts on these preferences which is relevant
for having a clear view of the process consumers face when making choices between
sustainable products. This level of understanding is broader and leads to fresh perspectives
on the behaviour of consumers bearing sustainability in mind as increasingly important in
the current business environment and market context. Therefore, my research project has
relevance as it showcases the implications that exist for the challenging work of creating and
achieving successful market strategies, effective product development and a sharper
understanding of consumer behaviour in the milieu of sustainability.
In the study, price is treated as a significant factor that influences the behaviour of
consumers together with their choices when it comes to sustainable products. With regard
to the way consumers regard price, the research acknowledges the fact that there is a large
degree of variation. Consumers vary in the way they perceive price fairness and in their
sensitivity to price. The study also accepts the fact that are inherently price sensitive and
search for products that give them perceived value regardless of sustainability. It
hypothesises that there is a link between sensitivity to price and a high self-orientation and
that the perceived value of price that consumers have is based on their choice preference
structures. Emphasis is placed on the importance of how consumers perceive and respond
to price in the context of sustainability products. Findings point to price providing a high
utility for the category called Entitled consumers, while for sustainability there was a high
utility for Benevolent consumers. When product attributes are combined, Benevolents are
more likely than the Entitleds to purchase sustainable products. When considering a single
available product option, Equity Sensitives are more willing to purchase a sustainable option
over a conventional option (a product absent of sustainability attributes; even when prices
are high.

34
6.2 Recommendations for future research
[Make recommendations for future research]
Future research recommended by the study includes a look into the way different
categories of consumers respond to products with features like brand reputation, design
and packaging. It also suggests the placement of specific scores or grading to help
companies to be able to understand which consumer group a person belongs to. In addition,
the study proposes investigating the situations that might bring about a change in how
consumers feel about sustainable products based on their attitudes. These
recommendations are a move towards helping companies better understand and target
different types of consumers when selling sustainable products.
6.3 Learning journey / My experience undertaking this research project
[Discuss your learning journey through doing the research project]
The research shows that people indeed have different reasons for choosing sustainable
products including caring about the environment or wanting a good deal. It also tought me
that understanding these differences is potentially helpful to companies in order to be able
to sell sustainable products better. By knowing what matters to different groups of people,
businesses can make products and marketing communications that appeal to them. In some
cases, companies may be able to educate consumers thus influencing them to buy products
that they might not yet have considered.
6.4 Conclusion
[Conclude the research project]

35
References
{List references for your key sources in APA format and in alphabetical order}
{Please make sure that your article titles do not have every word starting with a capital
letter – sometimes you need to manually fix this in Mendeley}

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