Hypothesis Operationalization Test Result Positively indicated by Consumers who feel positively after feeling of "joyful" and Results for both purchasing items from a fast-fashion "attractive" after purchasing tests are label are more likely to purchase fast-fashion item. Uses One-way statistically H1 items from this label in the future. variable "Likelihood_1" ANOVA significant. Results are not statistically significant for "reliability". Results Negative perception for Consumers have a negative indicated by factors of "trustworthiness" perception of the when they first "trustworthiness" and One-way are statistically H2 hear about unethical practices. "reliability" ANOVA significant. Determined using "frequency_reading", which Consumers who read CSR reports, indicates how often an Results are not find the fast-fashion brand to be individual reads a CSR One-way statistically H3A reliable. report ANOVA significant. Consumers who never read CSR reports (or sometimes read them), Independent Results are are likely to purchase fast-fashion samples statistically H3B items. significant. Consumers who have no knowledge of CSR or CSR reports are more Indicated by "sustainable Results are not likely to purchase from fast-fashion awareness" One-way statistically brands. H4A ANOVA significant. Consumers who are aware of Positive perception labels publishing CSR determined using variables Results are not reports, have a positive perception of "trustworthiness_2" and One-way statistically the brand. "realiability_2" H4B ANOVA significant. Female consumers are likely to keep buying from fast-fashion brands in Results are not spite of being aware of unethical Measured using "purchase One-way statistically H5 practices, than male consumers. _of_likelihood_2" ANOVA significant. Additional implications of the aforementioned results will be addressed further in the discussion section
Hypothesis Operationalization Test Result H1 Consumers who feel positively after purchasing items from a fast-fashion label are more likely to purchase items from this label in the future. Positively indicated by feeling of "joyful" and "attractive" after purchasing fast-fashion item. Uses variable "Likelihood_1" One-way ANOVA Results for both tests are statistically significant. H2 Consumers have a negative perception of the when they first hear about unethical practices. Negative perception indicated by factors of "trustworthiness" and "reliability" One-way ANOVA Results are not statistically significant for "reliability". Results for "trustworthiness" are statistically significant. H3A Consumers who read CSR reports, find the fast-fashion brand to be reliable. Determined using "frequency_reading", which indicates how often an individual reads a CSR report One-way ANOVA Results are not statistically significant. H3B Consumers who never read CSR reports (or sometimes read them), are likely to purchase fast-fashion items. Independent samples Results are statistically significant. H4A Consumers who have no knowledge of CSR or CSR reports are more likely to purchase from fast-fashion brands. Indicated by "sustainable awareness" One-way ANOVA Results are not statistically significant. H4B Consumers who are aware of labels publishing CSR reports, have a positive perception of the brand. Positive perception determined using variables "trustworthiness_2" and "realiability_2" One-way ANOVA Results are not statistically significant. H5 Female consumers are likely to keep buying from fast-fashion brands in spite of being aware of unethical practices, than male consumers. Measured using "purchase _of_likelihood_2" One-way ANOVA Results are not statistically significant. Additional implications of the aforementioned results will be addressed further in the discussion section
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