ABSTRACT
In a broad sense, methodology can be defined as ‘the process, principles, and procedures by which we approach problems and seek answers’ (Bogdan and Taylor 1975:1). In this sense the research questions of this study are ‘methodological questions’ in so far as green consumers are investigated as ‘theorists’ with regard to the ‘methodology’ they apply for developing ‘hypotheses’ on environmentally oriented shopping. As Lévi-Strauss pointed out, systematic ‘theoretical’ thinking existed long before it was formalized as ‘scientific thinking’ (see chapter 2).
