Impact of Fashion Brands on Consumer Awareness and Understanding of Sustainable and Ethically Produced Garments on Purchasing Decisions

Chapter: 01 Introduction

In the dynamic landscape of the fashion industry, consumer awareness and preferences have undergone a paradigm shift, marked by an increased emphasis on sustainability and ethical practices (Lee et al., 2020). Modern consumers are becoming increasingly conscious of the environmental and ethical implications associated with the products they purchase, with a particular focus on garments. This shift in consumer mindset has spurred a growing interest in understanding the impact of consumer awareness and comprehension of sustainability and ethical production practices by fashion brands (McKinsey & Company, 2020). Exploring how these factors influence purchasing decisions is not only relevant for the fashion industry`s strategic planning but also aligns with the global movement towards more responsible and conscious consumerism (Soyer and Dittrich, 2021). This research project aims to delve into the evolving dynamics of consumer behavior within the fashion industry, specifically focusing on the impact of fashion brands on the awareness and understanding of sustainable and ethically produced garments. The study recognizes the paradigm shift in consumer preferences towards sustainability and ethical practices and aims to contribute valuable insights for the strategic planning of fashion brands.

1.1 Background of the Study

Consumer awareness of sustainable, environmental, and green products has grown as a result of environmental concerns and global warming (Bhutto, Zeng and Soomro, 2019). Due to social and economic obstacles over the years, ethical consumption has changed in society. One way that consumers might communicate their sentiments about society through their purchasing behaviour is through ethical consumerism (Pinto et al., 2020). The act of purchasing goods and services that people consider to be morally right is known as ethical consumerism. The majority of customers are interested in buying items with an ethical brand, and one of the ways that consumers define an ethical brand is that it is one that supports environmental causes. Therefore, the consumption of such commodities and amenities is done on purpose (Schuitema and De Groot 2015).

While businesses gain from being transparent and communicating their sustainable practices in the apparel manufacturing process, an increasing number of them are participating in the deceptive advertising known as "greenwashing," which frequently involves the use of eco labels, environmental credentials, and logos (Delmas and Burbano 2011). According to Henninger et al. (2016), one of the challenges encountered by fashion companies is persuading customers of the advantages of sustainable fashion, therefore empowering them to make educated purchasing decisions. Less than 1% of European customers actually purchase sustainable items, despite the fact that 50% of them say they would be ready to pay a higher price for them (De Pelsmacker et al. 2005). Prior studies indicate that offering consumers the option to purchase sustainable clothing on its own may not be sufficient to effect the required changes in their habits regarding the acquisition, maintenance, and disposal of clothing, despite the fact that some consumer segments express concern regarding the social and environmental consequences of their practices (Harris et al. 2016). The notion of sustainable clothing is highly intricate, and customers are not well-informed about the sustainable procedures employed by fashion businesses. Additionally, the concerns of customers vary widely. Lastly, studies reveal that sustainability is not a top priority for consumers when making purchases, and purchasing clothing is not a selfless act (Harris et al. 2016).

The term "sustainable fashion" primarily refers to sustainable practices, which include using ecologically friendly and renewable raw materials, reducing carbon emissions, and making items durable and long-lasting (Shen et al. 2013). According to research, consumers also connect social issues including labour rights, pay equality, security at work, and working environment with sustainable fashion (McNeill and Moore 2015). According to Wang Chao et al. (2018), European nations are global leaders in sustainable production and consumption methods. According to the research findings, the majority of academic papers analysing the trends in consumer sustainable behaviour in the past few years were conducted in Europe (55% of the papers analysed), with Italy accounting for 14% of the studies. The most frequently requested topics for these papers were clothing sustainability, accounting for 8% of the papers (Sesini et al. 2020). Conversely, a previous UK survey discovered that within the last year, customers had not worn nearly half of their clothes. According to Belz et al. (2011), there are an estimated 2.4 billion unwanted clothes in the UK alone. Therefore, updated research is required to understand the awareness of sustainability practices in UK which impacts customers purchasing decisions.

The findings of Ceylan`s (2019) study further demonstrate that participants` favourable attitudes towards sustainability do not always translate into actions. In order for consumers to make informed decisions about what to buy, they must be made aware of their knowledge of brand sustainability, their impact of environmental issues, and greenwashing practice. Hence, this research aims to provide a nuanced understanding of the factors influencing consumer behavior in the context of sustainable and ethical fashion, ultimately contributing to the development of strategies for fashion brands to meet evolving consumer expectations.

1.2 Problem Statement

In order to satisfy the quick demand of popular clothing and trends, fashion brands may use inefficient manufacturing techniques to produce garments that is poorly made (Niinimäki et al. 2017). Consumers are the primary force behind what is bought and not purchased. These kinds of clothes and fabrics will be made if there is a market for them. Companies would change course to accommodate customer needs if they made it a priority to exclusively purchase apparel that is ethically and sustainably manufactured (Su et al., 2019).

Consumer knowledge towards sustainable fashion companies and goods are correlated with their understanding of sustainable fashion and related subjects like ethical working conditions and sustainable goods (Su et al., 2019). According to Park and Kim (2016), the average customer is unable to distinguish between real efforts made by garment companies to improve sustainability and greenwashed practices for economically viable solutions. Consumers with knowledge are more likely to be aware of the environmental and social issues that the fast fashion industry has brought about (Park and Kim, 2016). Concerns about the environment have grown in importance among customers who wish to support businesses that are making positive contributions to society. According to research, 42% of millennials want to know how and which components are used in products before deciding what to buy (Amed et al., 2018). Growing awareness among consumers about the origins and methods of garment production has led to a need for information from fashion businesses about this matter. Though customers demonstrated good feelings towards sustainability, there is a lack of consumer understanding regarding environmental concerns and greenwashing practices in the fashion sector in many parts of the world (Hwang et al., 2015). This study concentrates on understanding the impact of such environmental concerns and greenwashing practices on the purchasing decisions of people who live in Guildford, an English town in west Surrey.

Nguyen et al. (2018) claim that the problem is a lack of knowledge regarding how environmentally conscious customers are about brands, whether or not these brands engage in greenwashing, and how serious their environmental concerns are. This knowledge is what separates environmentally conscious consumers from sustainable consumers. Nguyen et al. (2018) suggest that it is critical to further research on these variables as they are essential for weighing the pros and cons of every choice. The inability to select a certain option might be attributed to ignorance and incompetence.  Hence, the purpose of this research is to close the knowledge gap that exists between consumers` actual purchase decisions in the fashion sector and how sustainability factors into their everyday fashion choices.

1.3 Research Objectives

The research aims to provide a nuanced understanding of the factors influencing consumer behavior in the context of sustainable and ethical fashion, ultimately contributing to the development of strategies for fashion brands to meet evolving consumer expectations.

In pursuit of its aim, this study will address the following objectives:

1. To examine the impact of brand sustainability knowledge on consumer purchasing decision.
2. To assess how environmental concerns impact the consumer purchasing decision.
3. To analyze the impact of greenwashing practices on consumer purchasing decision.

1.4 Research Questions

The research objectives are designed to address the following questions:

Q1.What is the impact of brand sustainability knowledge on consumer purchasing decision?

Q2.How does environmental concerns impact the consumer purchasing decision?

Q3.What is the impact of greenwashing practices on consumer purchasing decision?

1.5 Significance of the Study

There has been an increase in ethical consumption over the last few decades. This claim clarifies the phenomena that consumers are now conscious of what they buy and how they buy depending on the ethical standards of the firm, which include environmental issues related to the globe, the cost of an item, or its quality. The market`s decreasing demand for non-sustainable items is a result of increased knowledge of sustainable products and their advantages to the environment. As a result, businesses are concentrating more on offering ethical products in their product lines. This research highlights the elements that lead to knowledgeable consumer decisions in the field of fashion by examining how fashion brands affect customer awareness and comprehension of sustainable and ethically made clothing. So this research is of great significance for fashion brands because customers are more inclined to purchase sustainable fashion items and place a higher value on sustainability. This research will allow brands to better understand their customer concerns regarding sustainability and what steps they should take in the future to positively impact their customer purchasing decisions. To develop stronger relationships with their target audience, brands may utilise the findings to improve their ethical efforts, brand narratives, and communication tactics.

1.6 Chapter Outline:

This dissertation`s chapter outline consists of the following crucial sections: an introduction that explains the background and objectives of the study; a literature review that examines relevant literature and the development of hypotheses; a methodology section that describes research design and ethical considerations; findings that present data that has been analysed; a discussion that interprets the results and compares them with prior research; a conclusion that summarises the most important findings and suggests further research; a list of references; and appendices that contain additional materials. This well-organized road map makes sure the research is presented coherently and logically and facilitates efficient navigation throughout the dissertation.

Chapter: 02 Literature Review

2.1 Chapter Introduction

Growing consumer awareness of environmental and ethical issues is causing a radical change in the way that consumers behave within the garment industry. In order to examine the complex dynamics surrounding judgements on what to buy when it comes to sustainable and ethically manufactured clothing, this chapter evaluates the literature that has already been published. Examining the elements that influence customers` decisions and the standing of fashion businesses in this changing paradigm is crucial as consumers grow more aware of environmental concerns. Commencing with an investigation of the factors impacting sustainable fashion purchasing decisions, this literature review examines the significance of sustainability knowledge, environmental concern, and greenwashing practices and their impact on customer purchasing decisions. Understanding the intricacies that customers negotiate while making decisions in the context of sustainable fashion is made possible by investigating these interrelated aspects.

2.2 Theoretical Background

2.2.1 Transformative Learning Theory

Meizirow established the notion of transformative learning in 1978 (Kitchenham, 2008). According to this idea, people interpret each narrative, occurrence, or truth differently depending on how they think back on, engage with, and engage with it. A person`s frame of reference may alter in reaction to an event, leading to transformational learning (Probst et al., 2019). In addition to addressing technical concerns, achieving sustainable development entails changing social knowledge and focusing on a few fundamental frames of reference that may help society as a whole apply sustainability knowledge to action (Rakib et al., 2020). People may consciously alter their frames of reference, according to the transformative learning theory. People might therefore establish or modify their frames of reference in light of their experiences and learning (Boström et al., 2018).

For greater comprehension, transformative learning may be broken down into three basic phases, even if the transformative learning theory has ten lengthy, fragmented stages of learning modifications (transformation). The unsettling challenge that initiates transformational learning is the discovery of a gap between a person`s past knowledge about sustainability and their current requirements (Nohl, 2015). The second stage of transformative learning, or self-reflection, starts at this time. After carefully examining all of the alternatives and information that is accessible, a person compares their previously learned knowledge with the new knowledge they have obtained in the second phase of critical evaluation. When a person reaches the third phase, they start to identify issues and look for different approaches to address them. Thus, there is identification and investigation (Xu et al., 2021). Following these initial stages, a person creates a plan to carry out in order to change their behaviour. Thus, the other stages outlined in the transformative learning theory—planning an action, acquiring brand knowledge, attempting new roles, enhancing competence or self-assurance, and reintegrating knowledge—assist people in creating a strategy to integrate that adjustment into their purchase choices (Nohl, 2015). Transformative learning may promote extensive brand sustainability knowledge in the learner, especially through encounters that fundamentally influence consumers` perspectives of sustainability in the garment industries and have an ongoing impact on their future decisions. This is because consumers of fashion brands are significant market participants and are more likely to be interested in sustainable activities.

2.2.2 Extended model of TPB (Theory of Planned Behaviour)

TPB was developed using the reasoned action theory presented by Fishbein and Ajzen (2011). It was mentioned that attitudes that are latent variables can be used to evaluate decisions and intents. According to the idea, individual behaviour is influenced by behavioural intents, which are primarily sparked by attitudes and subjective norms. This allows for the prediction of human behaviours, such as purchases, decisions, or actions based on circumstances or subjective contexts (Ajzen and Schmidt, 2020). As a result, the idea is frequently applied in a variety of contexts to shed light on an individual`s unique behaviour regarding a given phenomenon (Sharma and Foropon 2019). In addition to the well recognised concepts included in the TRA and TPB, literature has identified a number of contextual elements that influence people`s decisions to buy sustainable apparel while adhering to the conventional TRA and TPB methodologies.

According to research, purchasing decisions are strongly or moderately influenced by environmental behaviour decisions, environmental attitudes are good indicators of green behaviour, and environmental concerns are a reliable indicator of green behavioural objectives (Kautish and Sharma 2019; Liu et al. 2020). Positive environmental concerns impact intents and intentions transfer into purchasing decisions more often in prosperous and individualist countries due of improvements in health, education, and economic status, as noted by Morren and Grinstein (2016). In their research, Ahmed et al. (2021) showed that customer purchase decisions are predicted by sustainability knowledge, environmental concerns, and greenwashing practices.

Consumer impacts are measured by micro-level studies on greenwashing (De Jong et al. 2018). According to studies, greenwashing has a negative impact on consumers` understanding of advertisements, brands, and the legitimacy of companies that engage in it (De Jong et al. 2018). However, as was previously mentioned, affective persuasion—such as the use of pictures—can influence the formation of opposing attitudes even when greenwashing is perceived negatively (Schmuck et al. 2018). According to De Jong et al. (2020), greenwashing can also have a positive halo impact on customers` purchase decision of other organization-related factors, such as lower perceived quality of products and services since greenwashing organisations are seen as less reputable. The theory of planned behaviour is frequently employed to explain the factors that influence purchasing decisions; this theory is especially pertinent when considering sustainable brand purchases (Maichum et al., 2016).

2.3 Literature Review

2.3.1 Brand Sustainability Knowledge

According to Prentice et al. (2019), knowledge has the capacity to affect almost every aspect of a customer`s behaviour. According to Dreyer et al. (2016), compared to previous generations, the present generation is less conscious of environmental issues. Hahn-Petersen (2018) reports that a research conducted by the Oeko-Tex Association (Europe and Japan) indicates that younger people possess greater awareness about sustainability issues in the textile and garment business compared to older generations. When it comes to consumers` awareness of and purchases of sustainable products, there are two competing points of view. According to the first perspective, purchasing sustainably does not always result from awareness of socio-environmental issues (Joshi and Rahman, 2019).

While younger consumers were aware of sustainability issues, Mollel-Matodzi et al.`s survey from 2022 showed that they were not inclined to buy garments based on those considerations. Likewise, younger consumers in Europe are aware of the negative effects of the textile and garment industries, but only a small portion of them (37%) are prepared to spend money on eco-friendly clothing (Hahn- Petersen, 2018). But according to Padilla et al. (2017), the second viewpoint highlights that purchasing sustainable items is a result of knowledge about environmental concerns. These two divergent points of view highlight contradictions in the research about the benefits of buying sustainable clothing based on knowledge of their advantages. It is crucial to investigate how UK consumers` purchase decisions are influenced by their knowledge of the advantages of sustainable clothing (Chen & Chang, 2012).

Giving customers pertinent knowledge regarding the intended practices and the effects of consumption, according to White et al. (2019), is a crucial part of the decision-making process. In a research on younger customers` knowledge, Hill and Lee (2012) found that while the generation showed beneficial sentiment towards sustainability, they lacked knowledge. According to Hill and Lee (2012), clothing serves as a means of self-expression for its wearer, enabling them to convey thoughts about sustainability and environmental concerns. To change attitudes and actions, however, customers are thought to require more sustainability knowledge (Hill & Lee, 2012). According to Khan et al. (2020), the most important element influencing customers` pro-environmental decisions is knowledge. Additionally, they clarified that a large number of people lack sufficient knowledge regarding environmental concerns, which limits their comprehension of their options.

2.3.2 Environmental Concern

Different definitions of environmental concerns are provided by different research. (Dagher and Itani, 2014) define environmental concern as the level of emotional investment in environmental issues. It has to do with how people feel about protecting the environment. It might be an emotive way for someone to voice their concerns, desires, and environmental concerns (Dagher and Itani, 2014). Environmental concern is the second greatest indication of making sustainable purchases, according to this study, which aims to discover the most significant elements influencing consumers` purchasing decisions (Moser, 2015). It also indicates that once consumers become concerned about the environment, these concerns will significantly influence their purchasing decisions when they want to solely purchase sustainable items.

Individuals with a high feeling of environmental responsibility and who practise ecologically beneficial behaviours are more inclined to have significant environmental concerns. Zabkar and Hosta, 2021).  Because of this, one may argue that persons with environmental concerns will respond to occurrences that are unfriendly to the environment. Customer decisions are positively impacted by specific environmental concerns (Yue et al., 2020). Notably, Mohd Suki (2016) discovered a substantial correlation between the variables when examining the direct impact of various consumption values on consumers` environmental concerns as reflected by their purchases of sustainable goods. Moreover, according to Newton et al. (2015), environmental concern centres on a person`s emotive assessment of environmental concerns. Previous study indicated that environmental concerns, in addition to environmental knowledge, create an individual`s attitude towards sustainable products because judgements made by individuals involve both cognitive and emotional components that capture their knowledge and beliefs (Jaiswal and Kant, 2018).

2.3.3 Greenwashing Practices

Fundamentally, greenwashing refers to the dishonest and false use of green marketing or green claims on the environmental effect of an organization`s operations and goods in an attempt to elevate the company`s standing and create an unduly positive public perception (Lyon and Montgomery, 2015). According to Siano et al. (2017), greenwashing has gained attention in recent years due to its growing social significance and role in research. 

Within the TRA and TPB frameworks, there is currently a dearth of research on the possible effects of an organization`s greenwashing techniques on customers` intentions and behaviours related to green purchases. Consumer perceptions of greenwashing have been shown by Zhang et al. (2018) to have a detrimental effect on sustainable purchasing decisions. Similarly, Goh and Balaji (2016) discovered that environmental knowledge and environmental concern are two indirect ways in which green scepticism influences sustainable purchasing decisions. This is consistent with research by Mostafa (2006), who discovered a negative relationship between customers` doubts about environmental promises and their decisions to make sustainable purchases.

Greenwashing, also known as firm-level or product-level greenwashing, is the practice of a company deceiving its clients about the environmental benefits of its goods or its overall environmental policies. This can have an effect on the clients` decision-making (Delmas & Burbano, 2011). As was previously discussed, there is a "perceived greenwashing effect" that occurs when customers become dubious about the judgements they make about purchases when there are discrepancies between what firms say and do (Nyilasy et al., 2013). Therefore, one could argue that at this stage, individuals are aware that a corporation communicates well about its environmental performance, but they are also conscious that the company`s environmental track is substandard. Long-term harm to all businesses is caused by supposed greenwashing practices, which have a substantial overall influence on consumer purchasing decisions (Nyilasy et al., 2013).

2.3.4 Consumer Purchasing Decision

A buyer`s preferences influence their decision to purchase a good or service (Younus et al., 2015). According to Armstrong et al. (2014), there are six stages that researchers recommend taking before making a purchasing decision. The first step of the whole process is realising that a product is missing. In an effort to learn more, they will begin looking for information. After that, consumers will form a preference and show a specific level of interest in a given product. Following this, they will be persuaded to proceed with the purchase (Armstrong et al., 2014).

The fashion industry`s need for sustainable and ethically manufactured clothing is mostly driven by consumer purchasing decisions. For fashion firms looking to adjust their tactics to meet changing customer expectations, it is essential to comprehend the elements that influence these decisions. Various elements that impact customers` decisions to purchase sustainable fashion goods have been found by several research. Gazzola et al (2017) conducted a landmark study that underscored the significance of environmental concerns. They proposed that customers who are driven by ecological values are more inclined to select sustainable solutions. Further study by Zhang and Dong (2020) broadened this viewpoint by emphasising how purchase decisions are influenced by perceived product knowledge, brand trust, and individual values regarding greenwashing.

Numerous empirical research have examined the possible significance of sustainability features in influencing customer preferences and driving purchasing decisions, given the relevance of these qualities in conveying the sustainability performance of products (Jacobs and Hörisch, 2022). De Medeiros and Ribeiro (2017) state that customers often respond favourably to sustainability. As the study goes on, it aims to expand and enhance these earlier discoveries in order to offer a more comprehensive picture of how garmet firms interact with and influence the intricate world of sustainable fashion purchase decisions.

2.4 Relationship between Key Variables and Hypotheses development

2.4.1 Relationship of Brand Sustainability Knowledge with Consumer Purchasing Decision

Behavioural research has generally shown a strong relationship between knowledge and actual purchase decisions (Indriani et al., 2019). In light of these results, it has been discovered that behavioural intention—more precisely, the intention to purchase sustainable products—requires a certain level of brand sustainability knowledge (Kumar et al., 2017). Accordingly, one`s "knowledge of facts, concepts, and connections regarding the natural world and its major communities" can be regarded as projected sustainability knowledge (Yadav and Pathak, 2016). According to exploratory research, buyers who are more knowledgeable about the environment are more inclined to purchase eco-friendly apparel (Harris et al., 2016). More precisely, customers who have knowledge of environmental concerns and their effects have a greater sense of responsibility to the environment and the need for sustainable development (Wang et al., 2014). They can also more easily evaluate the environmental impact of traditional products. Thus, in an effort to fulfil their obligations, people could show a greater propensity to acquire environmentally friendly goods.

Additionally, existing study confirmed that brand sustainability knowledge influences consumer decisions cognitively (Jaiswal and Kant, 2018). Customers who are knowledgeable are able to distinguish between the qualities and environmental effect of sustainable products and conventional products, which ultimately results in the formulation of positive and favourable purchasing decisions towards sustainable products (Maichum et al., 2016). As a result, we arrive to the following hypothesis:

H1: Brand sustainability knowledge has a significant impact on consumer purchasing decisions for sustainable clothes.

2.4.2 Relationship of Environmental Concern with Consumer Purchasing Decision

Despite various interpretations, environmental concern emerged as a central concept in the literature on sustainability: a consistent body of empirical evidence has been found to bolster the association between environmental concern and the decision to purchase sustainable products (Prakash and Pathak, 2017). The factors that affect consumers` intents to purchase sustainable products and their choice to select green things over alternatives were determined by Naalchi Kashi`s (2020) study. What emerged as a consequence is that people`s views of utilising sustainable products are altered by environmental attitudes, which in turn influences environmental concerns and raises demand for sustainable products (Naalchi Kashi, 2020). When individuals with certain environmental convictions learn that a business engages in greenwashing, they may conclude that the firm does not offer sustainable products, which may result in less purchases.

According to Lee et al. (2014), there is a proven positive correlation between purchasing decisions and environmental concern in behaviour. According to Mostafa (2009), one of the main factors influencing decisions and purchase intentions towards sustainable products is environmental concern. Irawan and Darmayanti (2012) demonstrated that students` decisions to make sustainable purchases were positively impacted by environmental concern. Furthermore, a number of researchers have looked at the connection between purchasing decisions for sustainable items and environmental concerns (Albayrak et al., 2013). As a result, purchasing decisions for sustainable items are profoundly affected by environmental concerns. We thus propose the following hypothesis:

H2: Environmental concern has a significant impact on consumer purchasing decision for sustainable clothes.

2.4.3 Relationship of Greenwashing Practices with Consumer Purchasing Decision

In the context of sustainable purchasing, empirical studies offer an in-depth understanding of the relationship between greenwashing practices and consumer purchasing decisions. A study on the perception of the influence of attitudes, beliefs, and greenwashing on customers` decisions to purchase sustainable products has been conducted (Braga et al., 2019). According to this study, a product will lose its benefits, satisfaction, and loyalty. Customers will become confused about the goods if they believe it to be greenwashing (Braga et al., 2019). Customers will refer to this product as "greenwashing" or "a make-up product." There will be a decrease in sales volume.

Furthermore, Akturan (2018) studie concludes that greenwashing undermines the credibility of a brand and creates unfavourable connections with green products, which in turn affects green brand equity and consumer decisions (Akturan, 2018). The results of the Kahraman & Kazançoğlu (2019) study indicate that greenwashing by companies would negatively affect consumers` views about the environment, perceived risk, skepticism, and decisions regarding purchases (Kahraman & Kazançoğlu, 2019). When consumers feel doubt and scepticism towards the claims made by the firms in their advertising and products, they avoid purchasing because they believe it to be dangerous. This study demonstrates that consumers` inclination for purchasing is decreased when they see greenwashing practices. These research suggest that consumers` decisions to buy are significantly influenced by greenwashing methods, which leads to the formulation of the following hypothesis:

H3: Greenwashing practices has a significant impact on consumer purchasing decision for sustainable clothes

2.5 Conceptual Model

 

Source: Author’s Development

2.6 Chapter Summary

This chapter takes an examination of the existing literature on making sustainable purchase decisions. The assessment began by examining the many aspects that affected these decisions, highlighting the critical roles that brand sustainability knowledge, environmental concern, and greenwashing techniques played. The combination of many research showed a complex interaction of factors that customers prioritise when choosing sustainable fashion. This chapter emphasised how crucial it is to comprehend the complex interactions that exist between customers and sustainable fashion items. This thorough overview acts as a road map for the next several chapters, giving us an understanding of the current state of literature and setting the stage for the current study.

Chapter: 03 Research Methodology

3.1. Introduction

This chapter explains the methodology used to accomplish the goal of evaluating the influence of fashion brands on customer knowledge and comprehension of sustainable and ethically made garments on purchase decisions. To fulfil the goals of the research objectives, the type of research that was carried out will be the first thing the chapter discusses. The possibilities taken into consideration while selecting a research approach are discussed, and then the research philosophy the researcher has decided to employ for the study is examined. Before coming to a close, the strategies that were selected to carry out the studies are described, along with the data collecting techniques that were to be used, any process limits, and finally how the data was processed.

3.2 Research Philosophy

Every study project starts with presumptions about how people view the world and how best to comprehend it. Research philosophy is based on how a person approaches the formulation of hypotheses, which in turn helps to explain the methodology used to conduct the study (Saliya, 2023).

The positivist theory was used in this study by the researcher using questionnaires. The positivist doctrine is founded on the idea that there is only one truth and employs a quantitative methodology. Moreover, it usually has a planned methodology for gathering data, which is then realistically examined and interpreted using mathematics (Ryan, G., 2018). Since this research involves creating hypotheses about how sustainable criteria used by fashion manufacturers affect consumer decisions to make purchases, positivism was the best method to use. In order to evaluate the importance of correlations between variables and provide empirical support for or opposition to these hypotheses, the positivist approach promotes the use of statistical tests (Saliya, 2023).

Neutrality and objectivity in research are prioritised by positivism. Academics that embrace positivist philosophy strive to be impartial, reducing partialities and subjective interpretations. For the sake of this study, this entails creating surveys with questions that are precise and straightforward and avoiding wording that may mislead respondents. The goal was to gather information that is as factual and objective as feasible (Khatri, 2020). In order to attain generalizability, positivism employs exacting and standardised research techniques. Based on the responses of its sample, this study`s quantitative data analysis could draw inferences about Guildford, UK`s general population. One of the main advantages of the positivist approach is its generalizability (Saliya, 2023)002E

3.3 Research Approach

The inductive and deductive research techniques are the two methods that are frequently employed in the research process. Research can be inductive, which looks at generating a theory, or deductive, which looks at testing a theory, or it might aim at producing a set of suggestions that enhance practice (Saunders and Bezzina, 2015). `Deduction is a procedure which starts with a theory and progresses through hypothesis, data collecting, and verification of the hypothesis to derive explanations of the behaviour of particular events,` according to (Mulisa, 2022). The deductive method is popular in the natural sciences because it maintains an extremely logical pattern and applies laws to regulate how explanations of particular events are developed (WYLLIE, 2019).

Since deductive reasoning is frequently used in positivism, this study uses a deductive method. The present study initiates with a theoretical framework that employs transformative learning theory and the extended model of TPB (theory of planned behaviour). This model suggests connections between fashion brands` sustainability knowledge, environmental concerns, greenwashing practices, and purchasing decisions. These theories are subsequently tested and refined through the use of quantitative data.

3.4 Research Methodological Choice

A study`s methodological choice pertains to the use of either a mixed methods, quantitative, or qualitative research design. Making a distinction between numerical and non-numerical data is a common way to distinguish quantitative research from qualitative and mixed methods research (Ménacère, 2016). When we talk about quantitative approaches, we usually mean a way of gathering data that yields numerical results that can be analytically and graphically analysed. Several forms of business and management research include quantitative and qualitative elements in a single study, no matter the difference between the two. As a result, studies can be placed anywhere along a continuum, with quantitative and qualitative research being seen as its two extremes (Saunders and Lee, 2017).

According to Ménacère (2016), the research choices offer an overview of the approach the researcher took to answer the research question(s) of the study. This includes the method of gathering data, the characteristics of the sample, and an explanation of how the data will be assessed and examined after they are gathered. The methodology for this study is based on a mono method quantitative study since only one data collection tool—a questionnaire—was used for this research. Considering that the influence of sustainability on fashion consumption is explored, this approach appears to be the most suited for this research. This is because statistical techniques and numerical data will be required to establish a causal relationship between the variables. (Jackson, 2013).

3.5 Research Strategy

According to Saunders and Lewis (2017), a research strategy is an action plan that outlines how researchers will carry out their intended task. Depending on the study`s underlying concept, different research kinds call for different research methodologies.

Because this research is quantitative in nature, a survey strategy will be used. Because a survey method may yield quantitative data which is subsequently quantitatively analysed using descriptive statistics, it was the method of choice for the researchers. Information obtained by means of the survey strategy can be employed to provide logical explanations for certain correlations among variables (Saunders et al., 2017). Furthermore, questionnaire-based survey strategies are widely used in research because they make it possible to obtain standardised data from a large population in an economical manner, facilitating straightforward comparisons (Collis & Hussey, 2014).

It is important to note that there are limits to the survey strategy. As a result, information obtained using a survey approach is probably not going to be as varied as information gathered using other research techniques. For example, it is important to remember that fewer questions in a questionnaire are necessary to ensure the respondent`s goodwill (Cuervo‐Cazurra et al., 2017). However, there are far too many benefits to using the research survey strategy for researchers, all of which will be covered in more detail in the section on data collection methods.

3.6 Population and Sampling

This research targets the population of Guilford, UK, with a history of purchasing fashion products to fill this survey. Individuals that have a particular interest or awareness in sustainable and ethical fashion will be given preference in the selection process. This strategy makes sure that the participants have the necessary knowledge and understanding of the factors impacting their decisions about fashion, especially when it comes to sustainability and ethical behaviour. The incorporation of individuals who exhibit a demonstrable interest in sustainable fashion is expected to facilitate a more focused and knowledgeable investigation of consumer decisions within this particular sector of the fashion industry.

According to Taherdoost (2016), it is critical that the research study identify the sample that is being employed. A sample is a subset of a population, while the population as a whole refers to all of the individuals that make up this population. In addition, an appropriate sampling strategy was needed to reach the Guildford population. In order to get a comprehensive view of the issue, a non-probability convenience sampling was used for this study to determine the target sample, which comprised of Guildford, UK fashion customers from various age groups. A total of 200 valid responses were collected. It is also crucial to remember that the information obtained through this survey was only used to this study and had no bearing on any external or personal issues (Sileyew, 2019).

Because the survey was distributed online by the study`s author, a non-probability convenience sample was used, which implies that not every Guildford resident had the same chance of being chosen. Taherdoost (2016) however, also note that it is possible to generalise the findings of a convenience sample. Moreover, the writer opted to distribute it geographically, reaching out to individuals from every corner of Guildford, to obtain more inclusive responses.

3.7 Data Collection Method

The survey utilised in this study was made using Microsoft Forms to provide respondents with a straightforward and simple survey. The survey starts with an introductory section that informs participants about the research subject, goal, ethical issues, and consequences for the respondents related to this study. It then requested them permission to include them in the research. The "demographics" part that follows asks a series of questions to determine whether or not the responses make up the appropriate sample size for the research. The survey is subsequently divided into sections that ask about the respondents` consumerism traits, their knowledge of sustainable fashion labels, their concerns about the environment, the greenwashing practices used by firms, and their purchasing decisions on them.

A 5-point Likert scale was used to rate the answers to the questions that followed the "demographics" section. A score of 1 meant "strongly agree," while a score of 5 meant "strongly disagree." For the majority of the questions, a Likert scale was employed since it allows for the quantitative evaluation of beliefs, attitudes, and actions (Taherdoost, 2019). According to Saunders et al., this scale`s uniform data collection approach makes it simple to use and comprehend. Consequently, participants are able to answer more accurately and are kept from feeling overpowered by the questions (Collis and Hussey, 2014). The survey`s authors also point out that clothes, accessories, and shoes are all referred to as "fashion items." Finally, in order to ensure respondent anonymity, neither names nor addresses nor any other information that may be used to identify them were needed or gathered throughout the data collection procedure (Taherdoost, 2019).  The operationalization table below displays all variables, including the number of items and scales associated with each.

Table 1: Operationalization Table:

Variable	Definition	Indicator	Category of Data	Measurement Scale
Brand Sustainability Knowledge	Brand Sustainability Knowledge is the degree to which customers are aware of and comprehend a fashion brand`s dedication to ethical and sustainable business practices (Gong et al., 2020).	BSK1: I believe that fashion brands should transparently communicate their sustainability practices. BSK2: A fashion brand`s sustainability practices significantly influence my purchasing decisions. BSK3: I think that fashion brands should prioritize environmental and social responsibility over profit. BSK4: I believe that a fashion brand`s commitment to sustainability is an essential factor in today`s consumer market. BSK5: I believe that consumer demand for sustainable fashion can drive positive change in the industry. BSK6: I am willing to spend more money on clothing items from brands known for their sustainability efforts.	Ordinal	Likert Scale (1-5): Strongly Agree to Strongly Disagree
Environmental Concerns	Environmental concerns are associated with people`s level of anxiety or thought about how their activities may affect the environment (Borusiak et al., 2021).	EC1: Environmental issues related to the fashion industry are a significant concern for me. EC2: I feel a sense of responsibility to choose environmentally friendly clothing options. EC3: I believe that the fashion industry has a substantial impact on the environment. EC4: I am willing to adopt more sustainable fashion practices to reduce my environmental impact. EC5: I actively seek information about the environmental practices of the fashion brands I buy from. EC6: I believe that consumers have a role in encouraging the fashion industry to become more environmentally friendly.	Ordinal	Likert Scale (1-5): Strongly Agree to Strongly Disagree
Greenwashing Practices	Greenwashing practices refers to the dishonest or fraudulent declarations made by businesses, particularly clothing labels, regarding their sustainable or eco-friendly operations (Dumitrescu et al., 2021).	GP1: I am aware of the concept of greenwashing in the fashion industry. GP2: I find it challenging to distinguish genuine sustainability efforts from greenwashing in fashion brands. GP3: I believe that some fashion brands exaggerate their sustainability efforts to attract consumers. GP4: I am skeptical about the authenticity of sustainability claims made by certain fashion brands. GP5: I think that greenwashing negatively impacts consumer trust in the fashion industry. GP6: I believe that there should be stricter regulations to prevent greenwashing in the fashion industry.	Ordinal	Likert Scale (1-5): Strongly Agree to Strongly Disagree
Consumer Purchasing Decision	The process and variables affecting a person`s decision to purchase a certain item or service are referred to as consumer purchasing decisions (Miklošík, 2015).	CPD1: I believe that supporting brands with strong sustainability practices aligns with my values. CPD2: I believe that my purchasing decisions can contribute to positive change in the fashion industry. CPD3: I actively seek out information on a fashion brand`s social responsibility initiatives before making a purchase. CPD4: I believe that choosing sustainable and ethically produced garments is a responsible consumer choice. CPD5: The level of transparency a fashion brand provides about its production processes influences my purchasing decisions. CPD6: The lack of sustainability in a fashion brand`s practices would deter me from purchasing their products.	Ordinal	Likert Scale (1-5): Strongly Agree to Strongly Disagree

Source: Author’s Development

3.8 Data Analysis Method

The data was analysed using the Statistical Packages for Social Science (SPSS) software.  The survey software (Microsoft forms) required the authors to convert the respondents` replies into an Excel document before they could be loaded into SPSS, the statistical data analysis tool, in order to analyse the data. A prominent software that has shown to be reliable for analysing this kind of data is SPSS (Almquist et al., 2020). According to (Nagaiah and Ayyanar, 2016), it`s critical that researchers make early decisions on how they will analyse their data. Even when data analysis happens later, research should be planned such that appropriate methodologies are applied that complement the factors being evaluated. There`s a chance that the sample`s size and makeup will place limitations on the kinds of approaches that can be used instead (Bryman et al., 2022). This research work employs a variety of particular methodologies, including factor analysis, descriptive statistics, and regression analysis.

3.9 Ethical Consideration

In terms of the ethics behind the research, participants in this study were not put in unnecessary danger (Zyphur and Pierides, 2017). Furthermore, the author have stated unequivocally that the goal of this study is to better understand how fashion brands affect consumers` awareness of and understanding of ethically and sustainably produced clothing and how this understanding affects Guildford, UK residents` purchasing decisions regarding fashion sustainability. This includes people ranging in age from 18 to 48. Regarding the research design, it was objective in nature and relied upon information obtained through anonymous survey responses. Of course, participants received a thorough explanation of the advantages and possible hazards of taking part in this study. In addition, they were not under any time constraints and were allowed enough time to think through their responses and address any queries. Ultimately, informed consent was achieved when participants were made aware of the nature, significance, and goal of the study, as well as their involvement in it and the advantages and disadvantages of participating. Participants were given the opportunity to remain anonymous during the data collecting process, and the information was treated ethically and presented truthfully and impartially. Additionally, all sources were properly credited, and the data was used just for this study—never for private or outside purposes. In a similar vein, data reporting was carried out in compliance with ethical guidelines. The author was open and genuine about the research and books they consulted.

3.10 Time horizon

The fifth layer of the research onion is the project`s time horizon (Zangirolami-Raimundo et al., 2018). According to Spector (2019), the time horizon is the amount of time that the project is expected to be finished. The aim of the cross-sectional horizon is to collect and evaluate data at a specific time without giving the researcher any control over the variables. There is a set amount of time that this approach uses to collect data. Conversely, if data is collected regularly over a lengthy period of time with the ability to control the variables, the horizon is longitudinal. This method might be useful in research if, for instance, system progress has to be assessed over time (Zangirolami-Raimundo et al., 2018). It is plausible to claim that this research uses a cross-sectional time horizon because the data for this study was collected at a single moment in time. This study`s data would be categorised as cross-sectional because it was gathered through individual questionnaires given to 200 participants over the course of two weeks (Zangirolami-Raimundo et al., 2018). The cross-sectional findings benefited greatly from the data gathered from.

3.11 Chapter Summary

This study uses a quantitative mono-method strategy with a positivist philosophy and deductive approach. Online questionnaires are used in survey research, which is guided by a cross-sectional time horizon. The survey, which was conducted in Guilford, UK, among 200 participants from a broad sample, looks into how fashion brands affect consumers` understanding of sustainable garments. Statistical insights into variables including brand sustainability knowledge, environmental concern, greenwashing activities, and purchase decisions will be made possible by the analysis of collected data using SPSS. In line with the study purpose of guiding fashion firms` tactical decisions to meet changing customer expectations in sustainable fashion, this methodological design guarantees an organised research. 

Chapter: 04 Data Analysis

4.0 Introduction

This chapter explores the quantitative analysis of data collected for hypotheses testing using regression analysis, descriptive statistics, and frequencies. With regard to sustainable and ethical fashion, these analytical tools give a thorough analysis of the linkages and patterns found in the dataset, providing insightful information about the factors impacting consumer purchase decisions regarding sustainable products. Through the use of statistical techniques, the chapter seeks to identify relationships, and predictions in order to advance the understanding of the dynamics influencing consumer’s decisions in the fashion sector.

4.1 Response Rate

Questionnaires were given to the intended recipients in order to collect primary data. A total of 200 respondents received the questionnaire; 189 of them gave consent and filled it out accurately. So, the response rate of this questionnaire is 94.5%.  In order to better understand the representativeness of the sample and gain insight into the study`s results, all variables influencing this response rate will be examined in the section that follows.

4.2 Demographic Profile of Respondents

Table 2: Gender

Gender	Frequency	Percent
Male	94	49.7
Female	87	46.0
Non-binary	4	2.1
Prefer not to say	4	2.1
Total	189	100.0

The sample`s gender distribution shows diversity: 94% of respondents are men, 49.7% are women, 4% identify as non-binary, and 4% choose not to reveal their gender. Males appear to be more engaged in the study, as indicated by the majority of participants identifying as male. Respondents` decision to withhold information highlights how crucial it is to protect respondents` privacy and promote diversity in research.

Figure 1

Table 3: Age Group

In terms of age distribution, the greatest cohort is between the ages of 24-29 (43.9%) and 18-23 (29.1%). Furthermore, 15.3% of the respondents were between the ages of 30-35, 7.9% were between the ages of 36-41, and 2.1% were between the ages of 42-47. 1.6% of those surveyed were 48 years of age or older. The concentration in the 18–29 age group suggests that the younger demographic is the study`s primary target audience.

Figure 2

Table 4: Highest Level of Education

Highest Level of Education	Frequency	Percent
High School	12	6.3
Bachelors	75	39.7
Masters	86	45.5
PhD	16	8.5
Total	189	100.0

There is a clear diversity in educational attainment: 39.7% of people have a bachelor`s degree, 45.5% have a master`s degree, 8.5% have a PhD, and 6.3% have completed high school or its equivalent. The master`s, doctorate, and other degrees that are present indicate that the sample is well-educated. With a wide range of experiences and viewpoints represented, this combination of educations raises the legitimacy of findings.

Figure 3

4.3 Participants’ Sustainability & Purchasing Decisions

Table 5: How often do you purchase clothing items?

	Frequency	Percent
Multiple times a month	60	31.7
Once a month	49	25.9
Every few months	53	28.0
Once or twice a year	17	9.0
Rarely	10	5.3
Total	189	100.0

A varied pattern of consumer behaviour is shown by analysing the frequency of apparel purchases made by the participants. The majority, or 31.7%, shop for clothes many times a month, demonstrating a significant degree of involvement with fashion shopping. Closely behind, 25.9% of respondents say they shop once a month, indicating that a sizable percentage of respondents have a regular shopping schedule. A significant portion of the population, comprising 28.0%, chooses to go shopping sometimes, exhibiting a somewhat infrequent but consistent purchasing pattern. Conversely, 5.3% of respondents seldom ever buy for clothes, while 9.0% do shopping once or twice annually.

Figure 4

Table 6: How would you rate your overall level of concern for sustainability and ethical practices when it comes to consumer goods, including clothing?

	Frequency	Percent
Very High	31	16.4
High	55	29.1
Moderate	69	36.5
Low	21	11.1
Very Low	13	6.9
Total	189	100.0

The information on consumers` general concern for ethical and sustainable practices in consumer goods—including garments—gives us an understanding of the different levels of awareness and importance among the participants. 43.5% of respondents out of which 16.4% very high and 29.1% high indicate a considerable degree of worry, showing a noteworthy proportion of customers that place a high value on ethical and sustainability issues. A sizeable fraction, 36.5%, exhibits a moderate degree of worry, indicating a wide awareness base with differing levels of importance. On the other hand, 6.9% are extremely low worry and 11.1% are low concern. These groups are made up of people who are less knowledgeable about consumer goods ethics and sustainability.

Figure 5

Table 7: To what extent do you feel informed about sustainable and ethical practices in the fashion industry?

	Frequency	Percent
Very Informed	24	12.7
Informed	52	27.5
Somewhat Informed	62	32.8
Not very Informed	36	19.0
Not Informed at all	15	7.9
Total	189	100.0

Important insights into respondents` awareness are gained from the examination of their self-perceived knowledge of ethical and sustainable fashion industry practices. A significant percentage of respondents—12.7%—feel highly knowledgeable, suggesting that they possess a high level of knowledge. Furthermore, 27.5% of respondents say they are knowledgeable, indicating that most of them have a sufficient grasp of sustainability in fashion. A sizable portion—32.8%—feels that they are moderately educated, indicating that there is still space for development in their level of knowledge. Conversely, 19.0% of respondents acknowledge that they are not well-informed, suggesting that a sizeable percentage lack confidence in their comprehension. A smaller but statistically significant 7.9% say they are completely ignorant, highlighting the presence of a group with little knowledge.

Figure 6

Table 8: Have you ever actively sought information about a fashion brand`s sustainability practices before making a purchase?

	Frequency	Percent
Yes	101	53.4
No	88	46.6
Total	189	100.0

Data on respondents` proactive pursuit of knowledge regarding a fashion brand`s sustainability policies prior to making a purchase indicates a noteworthy trend towards ethical consumer behaviour. 53.4% of respondents positively indicate that they actively look for this kind of information, suggesting that they are more conscious of and take sustainability considerations into account when making purchases. This result is consistent with the rising trend of consumers placing a higher value on ethical and transparent fashion industry operations. On the other hand, 46.6% of respondents said they don`t actively look for information before making a purchase about a fashion brand`s sustainability policies.

Figure 7

Table 9: How do you typically learn about a fashion brand`s sustainability practices?

	Frequency	Percent
Brand`s official website	27	14.3
Social media	93	49.2
Friends or family recommendations	30	15.9
Online reviews and articles	34	18.0
Other	5	2.6
Total	189	100.0

The examination of the common methods by which participants become aware of a fashion brand`s sustainable initiatives illuminates the variety of factors that impact consumer awareness. Social media is the most popular medium, with 49.2% of users depending on sites. This emphasises how important internet platforms are in influencing how people see sustainability. Furthermore, 18.0% consult internet articles and reviews. For 14.3% of the respondents, the brand`s official website is a key source, underscoring the value of direct contact from the company. 15.9% of consumers cite recommendations from friends or family as important, indicating the impact of personal networks in influencing customer attitudes. 2.6% of respondents use additional sources not included in the study.

Figure 8

Table 10: Have you ever felt misled by a fashion brand`s claims about sustainability?

When asked if they had ever been deceived by a fashion brand`s sustainability promises, the data shows that a significant 64.6% of respondents had. This research demonstrates how consumers evaluate fashion businesses` sustainability claims critically and with a great deal of scepticism. The frequency of these feelings emphasises how crucial it is for the fashion business to communicate in a clear and trustworthy manner. On the other hand, 35.4% of respondents said they have never been duped by a fashion brand`s sustainability promises.

Figure 9

4.4 Factor Analysis

One effective statistical method for identifying latent constructs or underlying dimensions in a dataset is factor analysis (Kang, 2013). By sifting through patterns of correlations between observed variables, this analytical technique aims to find a set of unobservable factors that account for the observed variance (Mahmoud and Kamel, 2010). The procedure consists of a number of crucial test which are discussed below, each of which adds to the thorough investigation of the latent constructs included in the data.

4.4.1 KMO and Bartlett`s Test

Important first stages in performing factor analysis with SPSS are the Bartlett`s Test of Sphericity and the Kaiser-Meyer-Olkin (KMO) Measure of Sampling Adequacy. The KMO statistic evaluates if the data are suitable for factor analysis (Shrestha, 2021). It has a range of 0 to 1, where values nearer 1 denote more appropriateness. In general, a KMO value greater than 0.6 is regarded as appropriate. The KMO calculates the percentage of variation across variables that might be accounted for by common variance, which indicates how suitable your data is for factor analysis. A high KMO indicates that factor analysis could continue on since there is sufficient shared variance across the variables (Kang, 2013). As shown in Table 11 data, the Kaiser-Meyer-Olkin (KMO) Measure of Sampling Adequacy is 0.897, a number that is near 1, indicating strong sampling adequacy. This shows that the data set is appropriate for factor analysis since the variables in it have a significant amount of shared variance. Since, the degree to which the data is suitable for this kind of analysis is determined by the KMO statistic. In this instance, a high KMO score suggests a high level of correlation between the variables, bolstering the validity of the factor analysis findings.

In order to determine if variables are uncorrelated and unfit for factor analysis, Bartlett`s Test of Sphericity evaluates whether or not the correlation matrix is an identity matrix. When Bartlett`s test yields a significant p-value (usually less than 0.05), it means that there is sufficient correlation between the variables to move on to factor analysis (Shrestha, 2021). At a significance level of 0.000 in Table 11, Bartlett`s Test of Sphericity produced a significant result with an estimated ChiSquare value of 1073.135 and 120 degrees of freedom (df). This significance shows that the dataset`s variables have sufficient association with one another to move further with factor analysis.

Table 11: KMO and Bartlett`s Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.		0.860
Bartlett`s Test of Sphericity	Approx. Chi-Square	1073.135
	df	120
	Sig.	0.000

4.4.2 Rotated Factor Matrix

The factor structure and correlation between the items in the scale are analysed by factor analysis using the maximum likelihood approach with Varimax rotation. In order to enhance interpretability and construct validity, the first extracted components are improved in the Rotated Factor Matrix, a crucial step in the factor analysis process. This entails a thorough analysis of scree plots, rotating component matrix interpretation, and eigenvalues (Weaver and Maxwell, 2014).

Eigenvalues shed light on how much of the variation is accounted for by each component. The number of components to keep in this study was determined by looking at factors whose Eigenvalues were more than 1 (Loewen and Gonulal, 2015). The scree plot helped determine the ideal number of components to extract by providing a visual representation of the Eigenvalue drop (Loewen and Gonulal, 2015). After doing this procedure, four factors were found. These factors are denoted as 1, 2, 3, and 4, and each construct named brand sustainability knowledge, environmental concern, greenwashing practices and consumer purchasing decision had six questionnaire items.

The analysis of factor loadings therefore became essential for determining the direction and intensity of the association between each item and the factors that were found. Factor loadings were given a threshold of 0.5, below which items were deemed to be liable for removal. This criterion was set because it is thought that items with lower loadings would not contribute enough to the underlying structures that the factors reflect.

After the 0.5 criterion was applied, low-loading items were removed from each factor. As a result, brand sustainability knowledge was refined to include three items, environmental concern and greenwashing each retained four items, and consumer purchase decisions had five items with loadings exceeding 0.5. By removing items with low loadings, only those that significantly contribute to the latent constructs are kept, improving the factors` accuracy and interpretability.

Understanding the characteristics of the retained items within each component is necessary for interpreting the results (Mahmoud and Kamel, 2010). When it comes to factor brand sustainability knowledge, for example, the three items that are left are probably going to have a lot in common and form a cohesive underlying construct. This also holds true for consumer purchasing decisions, greenwashing, and environmental concerns. Analysing the items inside each factor can shed light on the particular dimensions that the factors are capturing, which advances our comprehension of the underlying constructs.

Furthermore, by prioritising items with greater factor loadings, it guarantees that the items that are kept have a stronger correlation with the factors that they relate to. This improves the measuring model`s construct validity by showing that the chosen items more closely reflect the elements that have been found (Mahmoud and Kamel, 2010). The rotated factor matrix`s results are shown in Table 12 below.

Table 12: Rotated Factor Matrix

	Component
	1	2	3	4
I believe that fashion brands should transparently communicate their sustainability practices.				0.759
I believe that a fashion brand`s commitment to sustainability is an essential factor in today`s consumer market.				0.683
I believe that consumer demand for sustainable fashion can drive positive change in the industry.				0.800
Environmental issues related to the fashion industry are a significant concern for me.			0.747
I feel a sense of responsibility to choose environmentally friendly clothing options.			0.710
I believe that the fashion industry has a substantial impact on the environment.			0.607
I actively seek information about the environmental practices of the fashion brands I buy from.			0.509
I believe that some fashion brands exaggerate their sustainability efforts to attract consumers.		0.764
I am skeptical about the authenticity of sustainability claims made by certain fashion brands.		0.556
I think that greenwashing negatively impacts consumer trust in the fashion industry.		0.713
I believe that there should be stricter regulations to prevent greenwashing in the fashion industry.		0.704
I believe that supporting brands with strong sustainability practices aligns with my values.	0.570
I believe that my purchasing decisions can contribute to positive change in the fashion industry.	0.689
I actively seek out information on a fashion brand`s social responsibility initiatives before making a purchase.	0.585
I believe that choosing sustainable and ethically produced garments is a responsible consumer choice.	0.774
The lack of sustainability in a fashion brand`s practices would deter me from purchasing their products.	0.714

4.5 Reliability and Validity Testing

The internal consistency of the study`s constructs is measured by reliability. The internal consistency of a set of items within a scale or factor is measured by the reliability coefficient Cronbach`s alpha. If the Alpha (α) value of a construct is higher than 0.70, it is considered reliable (Weaver and Maxwell, 2014). Construct Reliability was assessed using Cronbach’s Alpha. The results revealed that the brand sustainability knowledge scale with three items (α = 0.736) and the environmental concern scale with four items (α = 0.726) were found reliable. Similarly, greenwashing practices scale with four items (α = 0.741) and the consumer purchase decision scale with five items (α = 0.792) were also found reliable. Reliability results are summarized in Table 13. The reliability and validity of the variables found by factor analysis are strengthened by these findings. The robustness of the model is supported by the consistency in responses across items within each component, which indicates that the factors are measuring distinct and reliable constructs.

Table 13: Reliability Statistics

Constructs	Measurement Items	Cronbach’s Alpha (α)
BSK	I believe that fashion brands should transparently communicate their sustainability practices. I believe that a fashion brand`s commitment to sustainability is an essential factor in today`s consumer market. I believe that consumer demand for sustainable fashion can drive positive change in the industry.	0.736
EC	Environmental issues related to the fashion industry are a significant concern for me. I feel a sense of responsibility to choose environmentally friendly clothing options. I believe that the fashion industry has a substantial impact on the environment. I actively seek information about the environmental practices of the fashion brands I buy from.	0.726
GP	I believe that some fashion brands exaggerate their sustainability efforts to attract consumers. I am skeptical about the authenticity of sustainability claims made by certain fashion brands. I think that greenwashing negatively impacts consumer trust in the fashion industry. I believe that there should be stricter regulations to prevent greenwashing in the fashion industry.	0.741
CPD	I believe that supporting brands with strong sustainability practices aligns with my values. I believe that my purchasing decisions can contribute to positive change in the fashion industry. I actively seek out information on a fashion brand`s social responsibility initiatives before making a purchase. I believe that choosing sustainable and ethically produced garments is a responsible consumer choice. The lack of sustainability in a fashion brand`s practices would deter me from purchasing their products.	0.792

Note: BSK: Brand Sustainability Knowledge, EC: Environmental Concern, GP: Greenwashing Practices, CPD: Consumer Purchase Decision

4.6 Descriptive Statistics

Table 14: Descriptive Statistics of Brand Sustainability Knowledge (BSK) Construct

Items	N	Minimum	Maximum	Mean	Std. Deviation
BSK1	189	1	5	1.68	.790
BSK4	189	1	5	1.96	.913
BSK5	189	1	4	1.83	.748
BSK_Mean	189	1.00	4.50	1.9286	.66208

 

4.6.1 Descriptive Statistics of Brand Sustainability Knowledge (BSK) Construct

The BSK`s descriptive statistics in table 14 show that the average score was 1.92 (SD = 0. 66208). Given that the scale varied from "Strongly agree = 1" to "Strongly disagree = 5," the total mean score indicates a strong propensity towards agreement, indicating that buyers of fashion brands have a positive opinion of BSK. In this case, 1.92 is agreement, indicating that consumers see sustainability information favourably and that they can buy more sustainable clothing as a result of knowing about fashion businesses` sustainability programs.

All of the mean values of BSK construct are bordering on strongly agree to agree. Consumers lean heavily in favour of the idea that fashion labels ought to openly disclose their sustainability policies. The BSK1 mean of 1.68 (SD = 0.790) indicates that consumers generally expect brands to communicate their sustainability initiatives in an open and transparent manner. The BSK4 mean score of 1.96 indicates an understanding that sustainability is an essential factor that shapes how brands are seen in the modern market, not just a preference. The BSK5 mean score of 1.83 (SD = 0.748) indicates a consensus that consumer decisions and preferences have the power to positively impact the fashion sector as a whole. 

Table 15: Descriptive Statistics of Environmental Concern (EC) Construct

Items	N	Minimum	Maximum	Mean	Std. Deviation
EC1	189	1	5	2.20	.898
EC2	189	1	5	2.11	.863
EC3	189	1	5	1.84	.842
EC5	189	1	5	2.40	1.075
EC_Mean	189	1.00	4.25	2.1349	.66568

4.6.2 Descriptive Statistics of Environmental Concern (EC) Construct

Table 15 shows the total mean score for environmental concern is 2.13 (SD = 0. 66568), according to descriptive statistics. Given that the scale varied from "Strongly agree = 1" to "Strongly disagree = 5," the total mean score indicates a strong leaning towards agreement, indicating that buyers of fashion companies have a positive impression of EC. People agree that clothing brands should address various environmental concerns and ensure that they are environmentally conscious about taking sustainability initiatives. In this case, 2.13 is close to strongly agree, indicating that customers have a positive perception of brands that take environmental concerns into account and are worth purchasing. It enables consumers of fashion firms to buy more environmentally friendly clothing.

With a mean score of 2.20 (SD = 0.898) in EC1, consumers show a considerable degree of awareness about environmental concerns pertaining to the fashion business. This suggests that most respondents concur that environmental factors have a significant impact on how they view the fashion business. A mean score of 2.11 (SD = 0.863) indicates that EC2 respondents felt obligated to select environmentally friendly apparel alternatives. A mean score of 1.84 (SD = 0.842) in EC3 indicates that consumers generally feel that the fashion sector has a significant influence on the environment. A mean score of 2.40 (SD = 1.075) for EC5 indicates that respondents actively look for information on the environmental policies of the fashion companies they purchase.

Table 16: Descriptive Statistics of Greenwashing Practices (GP) Construct

Items	N	Minimum	Maximum	Mean	Std. Deviation
GP3	189	1	5	1.93	.819
GP4	189	1	5	1.97	.750
GP5	189	1	5	2.21	.933
GP6	189	1	5	1.92	.840
GP_Mean	189	1.00	4.00	2.0066	.62868

4.6.3 Descriptive Statistics of Greenwashing Practices (GP) Construct

The average mean score for greenwashing practices, according to descriptive statistics in table 16, is 2.00 (SD = 0.62868). Given that the scale varied from "Strongly agree = 1" to "Strongly disagree = 5," the total mean score indicates a favourable propensity towards agreement, indicating a considerable perception of GP among consumers of fashion companies. In this instance, 2.00 is agree, indicating that consumers concur that businesses` greenwashing tactics deceive them and make it difficult for them to discern between real sustainable initiatives and fashion labels promoting a false narrative about their sustainable practices.

A mean score of 1.93 (SD = 0.819) among GP3 respondents indicates that they believe certain fashion firms overstate their sustainability efforts to draw in customers. This emphasises a lack of confidence in the veracity of some sustainability promises made by the fashion sector. With a mean GP4 score of 1.97 (SD = 0.750), consumers are dubious about the veracity of sustainability promises made by specific fashion businesses. GP5 respondents` mean score of 2.21 (SD = 0.933) reflects their belief that greenwashing undermines consumer trust in the fashion business. With a mean score of 1.92 (SD = 0.840) in GP6, consumers indicate that they think tighter laws are needed to stop the fashion sector from engaging in greenwashing.

Table 17: Descriptive Statistics of Consumer Purchase Decision (CPD) Construct

Items	N	Minimum	Maximum	Mean	Std. Deviation
CPD1	189	1	5	1.97	.821
CPD2	189	1	5	1.88	.817
CPD3	189	1	5	2.33	.995
CPD4	189	1	4	1.88	.770
CPD6	189	1	5	2.14	.924
CPD_Mean	189	1.00	4.00	2.0423	.64239

4.6.4 Descriptive Statistics of Consumer Purchase Decision (CPD) Construct

The average mean score for customer purchasing decisions is 2.04 (SD = 0.64239), according to descriptive statistics in table 17. Given that the scale varied from "Strongly agree = 1" to "Strongly disagree = 5," the total mean score demonstrates a strong predisposition towards agreement, indicating that customers of fashion companies have a positive impression of CPD. In this case, 2.04 is almost strongly agree, indicating that consumers will buy clothing from fashion businesses if they value sustainable practices.

A mean score of 1.97 (SD = 0.821) on the CPD1 indicates that consumers strongly think that supporting firms with good sustainability practices is in line with their beliefs. A mean score of 1.88 (SD = 0.817) indicates that respondents to the CPD2 survey strongly believe that their purchases may influence good change in the fashion sector. Before making a purchase, consumers actively look for information about a fashion brand`s social responsibility activities, as demonstrated by the CPD3 mean score of 2.33 (SD = 0.995). This highlights how important it is for consumers to be aware of a brand`s social and ethical practices. With a mean score of 1.88 (SD = 0.770) in CPD4, customers strongly agree that buying clothing made in an ethical and sustainable manner is a responsible consumer choice. According to CPD6, a fashion brand`s lack of sustainability in its practices would discourage customers from buying its items, with a mean score of 2.14 (SD = 0.924).

4.7 Hypotheses Testing with Multiple Regression Analysis

Multiple regression analyses were used to assess the hypotheses once it was confirmed that all of the hypotheses were correct.

Table 18: Hypotheses Assessment Summary Table

Hypothesis	Regression Weights	Beta Coefficient	Adjusted R Square	F	t-value	p-value	Hypothesis Supported
H1	BSK -> CPD	0.221	0.483	59.500	3.373	0.001	Yes
H2	EC -> CPD	0.453	0.483	59.500	6.967	0.000	Yes
H3	GP -> CPD	0.171	0.483	59.500	2.880	0.004	Yes

Note: BSK= Brand Sustainability Knowledge, EC= Environmental Concern, GP= Greenwashing Practices, CPD= Consumer Purchase Decisions

Hypothesis 1: Brand sustainability knowledge has a significant impact on consumer purchasing decisions for sustainable clothes.

The hypothesis 1 test if brand sustainability knowledge carries as significant impact on consumer purchase decision. The dependent variable CPD was regressed on predicting variable BSK to test the hypothesis. H1 – BSK significantly predicted CPD, F (3,185) = 12.699, which indicates that the BSK can play a significant role in shaping CPD (β = 0.221, p = 0.001). These results clearly direct the positive affect of BSK. Moreover, the Adjusted R Square = 0.483 depicts that the model explain 48.3% of the variance in CPD. Table 18 shows the summary of the findings. 

Hypothesis 2: Environmental concern has a significant impact on consumer purchasing decision for sustainable clothes.

The hypothesis 2 test if environmental concern carries as significant impact on consumer purchase decision. The dependent variable CPD was regressed on predicting variable EC to test the hypothesis. H2 – EC significantly predicted CPD, F (3,185) = 12.699, which indicates that the EC can play a significant role in shaping CPD (β = 0.453, p = 0.000). These results clearly direct the positive affect of EC. Moreover, the Adjusted R Square = 0.483 depicts that the model explain 48.3% of the variance in CPD. Table 18 shows the summary of the findings. 

Hypothesis 3: Greenwashing practices has a significant impact on consumer purchasing decision for sustainable clothes.

The hypothesis 3 test if greenwashing practices carries as significant impact on consumer purchase decision. The dependent variable CPD was regressed on predicting variable GP to test the hypothesis. H3 – GP significantly predicted CPD, F (3,185) = 12.699, which indicates that the GP can play a significant role in shaping CPD (β = 0.171, p = 0.004). These results clearly direct the significant effect of GP. Moreover, the Adjusted R Square = 0.483 depicts that the model explain 48.3% of the variance in CPD. Table 18 shows the summary of the findings. 

4.8 Discussion

Consumers in western countries are more likely to follow the bandwagon of ethical consumption. Promoting ethics in trade and manufacturing is a major responsibility shared by consumers and fashion companies alike (Lin and Niu, 2018). The difficulty in acquiring sustainable knowledge, environmental concerns, and these firms` greenwashing techniques seem to be the main obstacles to ethical purchasing (Fernandes et al., 2020). This paper discusses the reasons for having sufficient knowledge about ethical products and the other factors that prevent consumers from making a purchase altogether. The findings indicate that brand sustainability knowledge, environmental concerns, and greenwashing practices all have a big impact on consumers` decisions to buy.

The interpretation of the study shows the brand sustainability knowledge carries a significant impact on consumer purchase decision in fashion industry (b = 0.221, p-value = 0.001). This result validates the proposed argument and is consistent with previous studies. Understanding the effects of environmental problems brought on by the fashion industry may help determine the effects of human activity on the environment and may serve as a motivator or a deterrent to making a purchase (Safari et al., 2018). In light of this reasoning, it is anticipated that customers would be better equipped to make decisions about buying sustainable clothing when they have greater knowledge about the effects that the fashion industry has on the environment. This prediction is confirmed by a study that demonstrates how customer decisions to buy sustainable fashion companies are significantly influenced by brand sustainability knowledge (Amoako et al., 2020). According to the H1 data, the majority of Guildford residents have knowledge of where to get sustainable clothing and are aware of what they are. This is consistent with the findings of Rusyani et al. (2021), who discovered that a high level of knowledge was positively correlated with a respondent`s desire to purchase, and vice versa. This backs up the assertion made by Dhir et al. (2021) that customer intentions are influenced by their level of knowledge about sustainable products, which in turn influences how big of a "green gap" they may experience.

The research also found that environmental concern carries a significant impact on consumer purchase decision in fashion industry (b = 0.453, p-value = 0.000), H2 is therefore supported. The outcome is in line with other earlier research that show consumers` purchasing decisions are significantly influenced by environmental concerns (Stringer et al., 2020). It is consistent with study by Malhotra and Shaiwalini (2023), who found that the only way ethical luxury consumption is feasible is if the product is positioned as boosting personal advantages rather than benefits for the entire world. Pérez et al. (2022) discovered that customers actively seek for "sustainable" solutions for various product categories, owing to their environmental concerns. The decisions made by customers and their major concern for the environment were found to be significantly correlated. Consumers in the UK are reported to be quite concerned about the environment. The study examined customers` perceptions and decisions of sustainability and found that environmental concerns are the primary determinants of buying decisions. Kumar et al. (2022) corroborate these findings, stating that as environmental concerns are more closely linked to the environment, they carry greater weight when influencing consumer decisions than other concerns. Individuals that care about the environment are prepared to change their ways in order to preserve the environment (Mason et al., 2022). Furthermore, the study findings of Mandarić et al. (2022) also corroborate this conclusion, indicating that the majority of customers consider environmental concerns while making purchases. Prominent fashion brands are augmenting their range of products and employing multifarious sustainable tactics to sway client choices about sustainable clothing Mandarić et al. (2022).

Finally, it was shown that customer purchasing decisions were significantly impacted by greenwashing practices. H3 is therefore supported (b = 0.171, p-value = 0.004). According to the results, consumers who believe that the fashion sector engages in greenwashing are less likely to purchase products from companies that engage in such practices. This indicates that consumers` decisions to purchase are negatively impacted by greenwashing practices. This may be the result of consumers being more aware of the potential harm that their purchases may do to the environment and their desire to make sustainable product choices. These conclusions are backed by studies by Adamkiewicz et al. (2022), who contended that greenwashing practices should be modelled as a swift antecedent of purchase decisions, and Sinisalo (2020), who discovered that greenwashing concerns should take into account a consumer`s reservations about an brand`s greenwashing activities. However, because of incomplete knowledge, a consumer can only be unsure of the veracity of their suspicions, which means that greenwashing practices influence the decision to buy. Additionally, due of the greenwashing problem, customers may be wary of promises made about environmental products (Castro, 2023; Bosch, 2023). They are aware that a fashion brand will harm the environment when they see greenwashing occurring at the company. People`s desire to acquire that brand`s goods is thus diminished, which lowers their purchase decision. This emphasises how crucial it is for marketers to be genuine in their statements regarding green products. Customers are frequently presented with a variety of environmental claims, leaving them unsure of which ones to accept (Sundbotten, 2021). 

4.9 Chapter Summary

Using frequencies, descriptive statistics, and regression analysis, Chapter 4 offers a quantitative examination of the study data. The results offer important new information on how consumers make judgements about ethical and ecological fashion. This chapter provides a comprehensive understanding of the elements impacting consumers` purchase decisions in the fashion sector by offering a deep assessment of the links between variables such as brand sustainability knowledge, environmental concerns, and greenwashing practices. Regression analysis is used in the study to identify predictors, since the findings indicate that consumer purchasing decisions are significantly influenced by brand sustainability knowledge, environmental concerns, and greenwashing practices. The thorough understandings attained provide doors for focused projects and strategic planning in the ever-changing context of ethical and sustainable fashion industry practices.

Chapter: 05 Conclusion and Recommendation

5.1 Conclusion

A more significant inclusion of sustainable decisions and increased consumer awareness of the consequences when consuming fashion items and reviewing current behavior-related practices could result from the growing interest in sustainable fashion in recent years, especially in light of the current disruption of the previously established way of life. In order to help fashion firms create strategies that match changing customer expectations, the research sought to offer a sophisticated knowledge of the elements driving consumer behaviour in the context of sustainable and ethical fashion. The study encompassed the following factors: consumer purchasing decisions, environmental concern, greenwashing practices, and brand sustainability knowledge.

The first research question examined the influence of brand sustainability knowledge on consumer purchasing decisions. The findings indicated a strong correlation between the two variables, as sustainable knowledge of fashion brands is correlated with a high level of understanding of contemporary environmental issues and the effects of purchase decisions on the environment. According to the results, consumers have favorable knowledge about the sustainable business practices of transparent firms that put environmental responsibility first. They have a clear propensity for supporting companies that follow sustainable business methods so it significantly impacts their purchasing decisions. These findings are in line with the research of (Maichum et al., 2016) who have stated consumers´ level of sustainable knowledge correlate with their purchase decisions. It also aligns with the findings of (Wang et al., 2014), which show that consumers who possess knowledge of environmental issues and its consequences feel more accountable to the environment and recognise the need of sustainable development. Additionally, they can assess the environmental effect of conventional items with greater ease. People could therefore exhibit a stronger inclination to purchase sustainable products in an effort to complete their obligations.

The impact of environmental concerns on consumer purchase decisions was the subject of the second research question, and the findings indicated a significant correlation between the two variables. In fact, consumers who have environmental concern spend more time and energy looking for fashion brands that are more sustainable make their sustainable purchase decisions wisely. One possible reason for this might be that individuals who are always concerned about the environment also care about the firms that are sustainable, and they subsequently inform others about this information in an effort to warn them and safeguard the environment. Customers are more inclined to purchase items from garment manufacturers that use sustainable methods when they discover that the brand is engaging in non-sustainable activities. These results are consistent with the study of Albayrak et al. (2013), which asserts that environmental concern is one of the primary variables affecting consumer purchase decisions towards sustainable products. It also supports research by Naalchi Kashi (2020), which indicated that people who are concerned about the environment may assume a company doesn`t provide sustainable items if they hear about its unsustainable business methods. This might lead to a decrease in the company`s purchases.

There was a substantial correlation between the two variables in the last research question, which examined the impact of greenwashing practices on consumer purchase decisions. The conclusion is that, as these data predicted, when consumers witness greenwashing practices in the fashion industry, they decide not to support companies that tell their customers about greenwashing. Purchase decisions and greenwashing practices are therefore negatively correlated. Even if clothing is a required product, consumers`s purchase decisions are nonetheless impacted by greenwashing practices. This might be the outcome of customers wanting to choose sustainable products and being more conscious of the possible harm that their purchases could do to the environment. These findings are consistent with the research conducted by Braga et al. (2019), which examined how consumers perceive the impact of attitudes, beliefs, and greenwashing on their decisions regarding purchasing sustainable products. It came to the conclusion that if a product is perceived as greenwashing, consumers would lose interest in it and lose their sense of pleasure and loyalty. Consumers will call this goods "a make-up product" or "greenwashing." The amount of purchases will drop. Additionally, it is consistent with the findings of (Akturan, 2018), which show that greenwashing damages a brand`s reputation and forges negative associations with sustainable goods, both of which have an impact on customer purchasing decisions and the equity of green brands.

5.2 Recommendation

The study results and the understandings gained from the quantitative analysis lead to the following recommendations being put out to steer fashion firms towards more ethical and sustainable practices:

• It is recommended that designers of sustainable clothes find strategies that would stimulate purchases. Fashion designers may be able to enhance sales and improve consumer behaviour by setting the price of sustainable clothing at a marketable level.
• Entrepreneurs in sustainable fashion creation and environmentally conscious groups are recommended to keep spreading the word about the advantages of wearing sustainable clothing. As a result of this greater understanding, current consumers will make more purchases, which will draw in new business.
• Prioritising open and honest communication about their sustainability policies should be a top priority for fashion firms. Authenticity and trust may be promoted by providing comprehensive information on sourcing, production methods, and ethical activities.
• Launch educational initiatives to raise consumer knowledge of greenwashing practices. Give customers the tools they need to differentiate between sincere sustainability initiatives and false greenwashing claims, enabling them to make well-informed decisions.
• Encourage support for stronger regulations to stop greenwashing in the fashion business. Work together with NGOs, legislators, and industry stakeholders to create and implement guidelines that guarantee the validity of sustainability claims.

5.3 Managerial Implications

In terms of managerial implications, as Guildford, UK residents’ exhibit concerned purchasing behaviours, encouraging fashion businesses to adopt sustainable methods might boost their standing and draw in more customers. Additionally, marketers may design websites with content that readily captures the interest of consumers interested in fashion. Another crucial issue for businesses is identifying hotspots for brand displays or outlets where the greatest number of consumers may interact and act in accordance with their perspectives on sustainability. However, by raising awareness of sustainability, fashion brands may encourage and assist small businesses in implementing sustainable practices. Small businesses may link with larger enterprises in this way, promoting discussion and information sharing about sustainability. It could encourage the client to show the business more loyalty. Large fashion houses might also give funding for research support to universities that have sustainability centres. This may have a favourable influence on the sustainability of business practices going forward, leading to successful results for customers and businesses alike. Marketing managers may learn from the study`s findings to refrain from portraying oneself as wholly green if they are not. The need for honesty in their job must be understood by fashion businesses and marketing executives. If it turns out that they are not totally green, they will be aware that this will negatively impact (possible) consumers` purchase decisions and that bad greenwashing reputation will propagate.

5.4 Limitations and Directions for Future Studies

It is important to acknowledge that this study has some limitations. First off, the research`s data collection was limited to the developed country of the United Kingdom. A developed country and a newly developing country`s outcome can be different. Thus, research in the future can concentrate on developing countries like Pakistan or India. The study`s use of a cross-sectional research quantitative research strategy to evaluate the hypothesis is another limitation. It is suggested that longitudinal research designs be used in future studies to monitor shifts in respondents` replies throughout the duration of the investigation. This approach will also aid in testing and confirming the causal link between variables. The study also made use of SPSS as a statistical tool. Even though SPSS is a commonly used statistical analysis tool, it is suggested that future studies use more reliable tests, like PLS-SEM, to establish the relationship between variables. Future research can also be done on other factors and their dimensions. Furthermore, as mediators and moderators were not taken into account in the current study, additional moderating or mediating factors may be taken into account in future studies in an effort to improve the predictive usefulness of the model. Lastly, it would be beneficial to apply the same approach to a different age group within the Guildford population, such as generation Z or X, in order to identify any potential distinctions that would be useful to various practitioners.

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Appendices

Appendix A

Impact of Fashion Brands on Consumer Purchasing Decisions

Participant Information Sheet

Date: December 2023

Research Study Title: Impact of Fashion Brands on Consumer Awareness and Understanding of Sustainable and Ethically Produced Garments on Purchasing Decisions

Introduction

My name is Simra Malik and this research forms part of my Digital Marketing and Channel

Management program at University of Surrey. You are being invited to take part in this research. Prior to giving your consent, it is crucial that you comprehend the research`s purpose, nature, and the extent of your involvement if you decide to participate. Kindly review the following information attentively and feel free to ask for clarification or additional details.

What is the purpose of the study and how will it be carried out?

The research aims to provide a nuanced understanding of the factors influencing consumer behavior in the context of sustainable and ethical fashion, ultimately contributing to the development of strategies for fashion brands to meet evolving consumer expectations. In pursuit of its aim, this study will address the following objectives:

• Examining the impact of brand sustainability knowledge on consumer purchasing decision.
• Assessing how environmental concerns impact the consumer purchasing decision.
• Analyzing the impact of greenwashing practices on consumer purchasing decision.

Why have I been invited to take part?

This research invites individuals residing in Guilford, UK, with a history of purchasing fashion products to fill this survey. The selection criteria will prioritize those who express a specific interest in or awareness of sustainable and ethical fashion. This approach ensures that the participants possess relevant experience and insights into the factors influencing their fashion-related decisions, particularly in the context of sustainability and ethical practices. The inclusion of individuals with a demonstrated interest in sustainable fashion will contribute to a more targeted and informed exploration of consumer behavior within this specific segment of the fashion industry.

Confidentiality and Data Security

Your participation in this study is completely anonymous. Any information you provide will be kept strictly confidential and used only for the purposes of this research. Your individual responses will not be shared with anyone outside of the research team. Data will be stored securely and accessed only by authorized researcher.

Participant Consent

Please carefully read each statement:

• By submitting your responses to this questionnaire you agree that you:
• Have read the information sheet about this study
• Have had an opportunity to ask questions and discuss this study
• Have received satisfactory answers to all my questions
• Have received enough information about this study
• Understand that you are free to withdraw from this study at any time prior to submission of the results for publication without giving a reason for withdrawing without any impact on your future relationship with the University of Surrey
• Agree to take part in this study

1. I agree to participate in this Survey *

• Yes
• No

1. I agree to the use of anonymised quotes (if any) in publications. *

• Yes
• No

Demographics

3. Gender:

• Male
• Female
• Non-Binary
• Prefer not to say

 

4. Age group:

• 18-24 years
• 25-34 years
• 35-44 years
• 45-54 years
• 55 years or above

                       

5. Highest Level of Education:

• High school
• Bachelors
• Masters
• PhD

6.         How often do you purchase clothing items? *

• Multiple times a month Once a month
• Every few months
• Once or twice a year
• Rarely

7.         How would you rate your overall level of concern for sustainability and ethical practices when it comes to consumer goods, including clothing? *

• Very High
• High
• Moderate
• Low
• Very Low

8.         To what extent do you feel informed about sustainable and ethical practices in the fashion industry? *

• Very Informed
• Informed
• Somewhat Informed
• Not very Informed
• Not Informed at all

9.         Have you ever actively sought information about a fashion brand`s sustainability practices before making a purchase? *

• Yes
• No

10.       How do you typically learn about a fashion brand`s sustainability practices? *

Brand`s official website

• Social media
• Friends or family recommendations
• Online reviews and articles
• Other

11.       Have you ever felt misled by a fashion brand`s claims about sustainability? *

• Yes
• No

Please check (P) the suitable options which might apply to you on a five-point Likert scale

Strongly Agree (1)

Agree (2)

Neither agree nor disagree (3)

Disagree (4)

Strongly Disagree (5)

 

Variables	Questions	1	2	3	4	5
Brand Sustainability Knowledge	12. I believe that fashion brands should transparently communicate their sustainability practices.
	13. A fashion brand`s sustainability practices significantly influence my purchasing decisions.
	14. I think that fashion brands should prioritize environmental and social responsibility over profit.
	15. I believe that a fashion brand`s commitment to sustainability is an essential factor in today`s consumer market.
	16. I believe that consumer demand for sustainable fashion can drive positive change in the industry.
	17. I am willing to spend more money on clothing items from brands known for their sustainability efforts.

 

Environmental Concern	18. Environmental issues related to the fashion industry are a significant concern for me.
	19. I feel a sense of responsibility to choose environmentally friendly clothing options.
	20. I believe that the fashion industry has a substantial impact on the environment.
	21. I am willing to adopt more sustainable fashion practices to reduce my environmental impact.
	22. I actively seek information about the environmental practices of the fashion brands I buy from.
	23. I believe that consumers have a role in encouraging the fashion industry to become more environmentally friendly.
Greenwashing Practices	24. I am aware of the concept of greenwashing in the fashion industry.
	25. I find it challenging to distinguish genuine sustainability efforts from greenwashing in fashion brands.
	26. I believe that some fashion brands exaggerate their sustainability efforts to attract consumers.
	27. I am skeptical about the authenticity of sustainability claims made by certain fashion brands.
	28. I think that greenwashing negatively impacts consumer trust in the fashion industry.
	29. I believe that there should be stricter regulations to prevent greenwashing in the fashion industry.
Consumer Purchasing Decision	30. I believe that supporting brands with strong sustainability practices aligns with my values.
	31. I believe that my purchasing decisions can contribute to positive change in the fashion industry.
	32. I actively seek out information on a fashion brand`s social responsibility initiatives before making a purchase.
	33. I believe that choosing sustainable and ethically produced garments is a responsible consumer choice.
	34. The level of transparency a fashion brand provides about its production processes influences my purchasing decisions.
	35. The lack of sustainability in a fashion brand`s practices would deter me from purchasing their products.

Appendix B

Variables Entered/Removeda
Model	Variables Entered	Variables Removed	Method
1	GP_Mean, EC_Mean, BSK_Meanb		Enter
a. Dependent Variable: CPD_Mean
b. All requested variables entered.

 

Model Summary
Model	R	R Square	Adjusted R Square	Std. Error of the Estimate
1	.701a	0.491	0.483	0.46198
a. Predictors: (Constant), GP_Mean, EC_Mean, BSK_Mean

 

ANOVAa
Model		Sum of Squares	df	Mean Square	F	Sig.
1	Regression	38.097	3	12.699	59.500	.000b
	Residual	39.484	185	0.213
	Total	77.581	188
a. Dependent Variable: CPD_Mean
b. Predictors: (Constant), GP_Mean, EC_Mean, BSK_Mean

 

Coefficientsa
Model		Unstandardized Coefficients		Standardized Coefficients	t	Sig.	Collinearity Statistics
		B	Std. Error	Beta			Tolerance	VIF
1	(Constant)	0.344	0.136		2.532	0.012
	BSK_Mean	0.214	0.064	0.221	3.373	0.001	0.641	1.561
	EC_Mean	0.438	0.063	0.453	6.967	0.000	0.649	1.540
	GP_Mean	0.175	0.061	0.171	2.880	0.004	0.781	1.281
a. Dependent Variable: CPD_Mean

 

Collinearity Diagnosticsa
Model	Dimension	Eigenvalue	Condition Index	Variance Proportions
				(Constant)	BSK_Mean	EC_Mean	GP_Mean
1	1	3.852	1.000	0.00	0.00	0.00	0.00
	2	0.061	7.915	0.13	0.43	0.11	0.42
	3	0.047	9.063	0.50	0.23	0.15	0.49
	4	0.040	9.861	0.37	0.34	0.74	0.09
a. Dependent Variable: CPD_Mean

Appendix C

Ethical Approval Form

Response ID		Completion date
1046015-1045997-120037062		18 Dec 2023, 19:15 (GMT)
1	Applicant Name	Simra Malik
1.a	University of Surrey email address	sm03387@surrey.ac.uk
1.b	Level of research	Postgraduate Taught (Masters)
1.b.i	Please enter your University of Surrey supervisor`s name. If you have more than one supervisor, enter the details of the individual who will check this submission.	Jayasinghe, Chathuni Dr
1.b.ii	Please enter your supervisor`s University of Surrey  email address. If you have more than one supervisor, enter the details of the supervisor who will check this submission.	c.jayasinghe@surrey.ac.uk
1.c	School or Department	Surrey  Business School
1.d	Faculty	FASS - Faculty  of Arts and Social Sciences

 

2	Project title	Impact of fashion brands on consumer awareness and understanding of sustainable and ethically produced garments on purchasing decisions
3	Please enter a            brief summary of your project and its methodology in 250 words. Please include information such as your research method/s, sample, where your research will be conducted and an overview of the aims and objectives of your research.	This research project aims to delve into the evolving dynamics of consumer behavior within the fashion industry, specifically focusing on the impact of fashion brands on the awareness and understanding of sustainable and ethically produced garments. The study recognizes the paradigm shift in consumer preferences towards sustainability and ethical practices and aims to contribute valuable insights for the strategic planning of fashion brands. The research will employ a quantitative method to achieve a comprehensive understanding to explore the emotional connectivity consumers experience with sustainable fashion. This will involve an examination of the emotional bonds formed through brand narratives and ethical initiatives. Quantitative data will be collected through surveys distributed to a diverse sample of 200 men and women aged 16-55 years in Guilford, encompassing various ethnicities. The survey will assess consumer resilience to greenwashing practices within the fashion industry, measuring the ability of participants to differentiate between authentic sustainability efforts and superficial marketing claims. Additionally, the research will explore potential variations in the impact of sustainable considerations on purchasing decisions across different generational cohorts, identifying distinct values and priorities that influence consumer behavior within age groups. By combining these research methods, the study aims to provide nuanced insights into the complex interplay of emotions, awareness, and decision-making processes shaping consumer behavior in the realm of sustainable and ethical fashion. The findings are expected to guide fashion brands in developing strategies that align with evolving consumer expectations and foster responsible consumerism.
4	Are you planning to join on to an existing Standard Study Protocol (SSP)? SSPs are overarching preapproved protocols that can be used by multiple researchers investigating a similar topic area using identical methodologies. Please note, SSPs are only being used by 3 schools currently and cannot be used by other schools. Using an SSP requires permission and sign-off from the SSP owner.	NO

 

5	Are you making an amendment to a project with a current University of Surrey favourable ethical opinion or approval in place?	NO
6	Does your research involve any animals, animal data, or animal-derived tissue, including cell lines?	NO
8	Does your project involve human participants (including human data and/or any human tissue*)?	NO

 

9	Will you be accessing any organisations, facilities, or areas that may require prior permission? This includes organizations such as schools (Headteacher authorization), care homes (manager permission), military facilities, closed online forums, private social media pages, etc. This also includes using University mailing lists (admin permission). If you are unsure, please contact ethics@surrey.ac.uk.	NO
10	Does your project involve any type of human tissue research? This includes Human Tissue Authority (HTA) relevant or non-relevant tissue (e.g., non-cellular such as plasma or serum), any genetic material, samples that have been previously collected, samples being collected directly from the donor, or obtained from another researcher, organization, or commercial source.	NO

 

11	Does your research involve exposure of participants to any hazardous materials (e.g., chemicals, pathogens, biological agents) or does it involve any activities or locations that may pose a risk of harm to the researcher or participant?	NO
12	Will you be importing or exporting any samples (including human, animal, plant, or microbial/pathogen samples) to or from the UK?	NO
13	Will any participant visits be taking place in the Clinical Research Building (CRB)? (Involving clinical procedures; if only visiting the CRB to collect/drop-off equipment or to meet with the research team (i.e., for informed consent/discussion), select `NO`).	NO

 

14	Will you be working with any collaborators or third parties to deliver any aspect of the research project?	NO
15	Are you conducting a service evaluation or an audit? Or using data from a service evaluation or audit?	NO
16	Does your funder, collaborator, or other stakeholder require a mandatory ethics review to take place at the University of Surrey?	NO
17	Does your research involve accessing students` results or performance data? For example, accessing SITS data.	NO
18	Will ANY research activity take place outside of the UK?	NO

 

19	Are you undertaking security-sensitive research, as defined in the text below?	NO
20	Does your project require the processing of special category1 data?	NO
21	Have you selected YES to one or more of the above governance risk questions on this page (Q10-Q20)?	NO

 

22	Does your project process personal data2? Processing covers any activity performed with personal data, whether digitally or using other formats, and includes contacting, collecting, recording, organising, viewing, structuring, storing, adapting, transferring, altering, retrieving, consulting, marketing, using, disclosing, transmitting, communicating, disseminating, making available, aligning, analyzing, combining, restricting, erasing, archiving, destroying.	NO
23	Are you using a platform, system, or server external to the University approved platforms (Outside of Microsoft Office programs, SharePoint, OneDrive, Qualtrics, REDCap, JISC online surveys (BOS), and Gorilla)	NO

 

24	Does your research involve any of the above statements? If yes, your study may require external ethical review or regulatory approval.	NO
25	Does your research involve any of the above? If yes, your study may require external ethical review or regulatory approval.	NO
26	Does your project require ethics review from another institution? (For example: collaborative research with the NHS REC, the Ministry of Defence, the Ministry of Justice, and/or other universities in the UK or abroad)	NO

27

Does your research involve any of the following individuals or higher-risk methodologies? Select all that apply or select `not applicable` if no options apply to your research. Please note: the UEC reviewers may deem the nature of the research of certain high-risk projects unsuitable to be undertaken by undergraduate students.

NOT APPLICABLE - none of the above high-risk options apply to my research.

 

28	Does your research involve any of the following individuals or medium-risk methodologies? Select all that apply or select `not applicable` if no options apply to your research.	NOT APPLICABLE - none of the above medium-risk options apply to my research.
29	Does your research involve any of the following individuals or lower-risk methodologies? Select all that apply or select `not applicable` if no options apply to your research.	NOT APPLICABLE - none of the above lower-risk options apply to my research.

 

 

30	Declarations	I confirm that I have read the University’s Code on Good Research Practice and ethics policy and all relevant professional and regulatory guidelines applicable to my research and that I will conduct my research in accordance with these. I confirm that I have provided accurate and complete information regarding my research project. I understand that a false declaration or providing misleading information will be considered potential research misconduct resulting in a formal investigation and subsequent disciplinary proceedings liable for reporting to external bodies. I understand that if my answers to this form have indicated that I must submit an ethics and governance application, that I will NOT commence my research until a Favourable Ethical Opinion is issued and governance checks are cleared. If I do so, this will be considered research misconduct and result in a formal investigation and subsequent disciplinary proceedings liable for reporting to external bodies. I understand that if I have selected `YES` on any governance risk questions and/or have selected any options on the higher, medium or lower risk criteria then I MUST submit an ethics and governance application (EGA) for review before conducting any research. If I have NOT selected any governance risks or selected any of the higher, medium or lower ethical risk criteria, I understand I can proceed with my research without review and acknowledge that my SAGE answers and research project will be subject to audit and inspection by the RIGO team at a later date to check compliance.
31	If I am conducting research as a student:	I confirm that I have discussed my responses to the questions on this form with my supervisor to ensure they are correct. I confirm that if I am handling any information that can identify people, such as names, email addresses or audio/video recordings and images, I will adhere to the security requirements set out in the relevant Data Protection Policy