The Ethically Conscious Flower Consumer: Understanding Fair Trade Cut Flower Purchase Behavior in Germany

Research on the Connotation and Dimension of Consumers’ Quantified-Self Consciousness

Quantified-self practice has penetrated into people’s daily life. Academic circles have begun to study it, but at present, scholars have not raised quantified-self practice to the level of consciousness. In order to explore the structural connotation of quantified-self consciousness and then provide management reference for enterprises offering quantified-self services, this study conducted in-depth interviews with self-trackers with the method of grounded theory. The conceptual model of quantified-self consciousness is formed through step-by-step coding, and the theoretical saturation is tested by reserving original sentences and crawling relevant online comments. The model shows that quantified-self consciousness can be divided into three dimensions: individual thinking, social projection, and data sensitivity.