Figure 1.
The flow shows four sequential phases. Phase 1 Secondary case analysis uses secondary data on sustainable brands from reports, news articles, blogs, and company websites. Phase 2 Social media post analysis collects brand-generated content from Instagram over six months. Phase 3 Consumer interviews use semi-structured interviews and visual methods based on Instagram posts, with 30 interview transcripts. Phase 4 Focus group feedback uses online focus groups with structured interviews and presentations, producing 4 focus group transcripts.Overview of the four phases
Source: Authors’ own work