They were provided with eight choices being asked to

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They were provided with eight choices, being asked to rank their fi ve top important factors in descending order from most important to least important. This approach along with the example choice answers were established from a previous prelimi- nary piece of work conducted with a major high-street retailer. These included: handmade, organic, Fairtrade, price, aesthetics, locally sourced, material and washing instructions. The results were discussed as a group but then recorded using a pre-prepared template, which included visual representation in sticker format (Fig. 5 ). This approach was taken to make the exercise less formal, prompting further discussion in the group. In addition to ranking the most important purchasing criterion elements, par- ticipants were also asked to provide rationale for these choices. This allowed the author to begin to understand the reasoning for participant s decisions and how this ultimately in fl uenced their purchasing behaviour. The results from this study were analysed as a whole before this was then further broken down into each of the top fi ve choices provided. For the overall summary of the study, the top three choices (in descending order) from the participants were aesthetics, materials and price (see Fig. 6 ). Locally sourced, Fairtrade and Organic all scored fairly low, indicating that these factors were not a priority to partici- pants when purchasing fashion. Handmade was the lowest scoring factor, again indicating that this is of the lowest importance to participants, however this may be due to the participant being more familiar with mass produced garments. When breaking this data down into more speci fi c hierarchical choices made by the participants, there appeared to be patterns emerging in the data with a clear 10 A.M. James and B. Montgomery
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divide indicating factors that were necessities and those which were just desirable. The top four choices which were described by participants as necessities were aesthetics, material, price and washing instructions in comparison to those much lower scoring elements which were described as desirable but not necessary; locally sourced, Fairtrade, Organic and handmade. The qualitative rational provided by the participants allowed this conclusion to be reached (refer to appendix for full data set). Choice No. 1 The fi rst hierarchical choice from the study was aesthetics, with 87 % of partici- pants at this point indicating that this was the fi rst thing they looked for when purchasing a garment. The remaining answers indicated that material was also a consideration at this point. Choice No. 2 The second choice indicated that the material of a garment was the most popular answer at this stage with 53 % of participants indicating that this was the second Fig. 5 Recording template ( Source Authors) The Role of the Retailer 11
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factor they considered during their purchasing process. The rationale for this answer predominantly focused on material being an indication of quality and that partici- pants were looking for a re fl ection of quality in their clothing purchasing decisions.
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  • Fall '19
  • Business Ethics, Corporate social responsibility, Alana M. James, Bruce Montgomery

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