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Fig 1a: Thematic Analysis of Motivations and Barriers


(From Qualitative Data)

Fig 1b: Demand Drivers Framework
1st order concepts
2nd order Themes
Aggregated dimensions
• Ethics are not decisive in practice
• Credibility matters more than moral signaling
• Ethics mainly matter in small firms
Limited Role of Ethical and
Moral Motivations
Internal Motivations
External Motivations

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