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ection of quality in their clothing purchasing decisions. Other answers at this stage were price with 33 % of the participants indicating this. Choice No. 3 The third choice made by participants was price with 46 % of participants indi- cating this. However during this hierarchical choice, material was also mentioned, with 40 % of the votes. This small differential percentage indicates that these two elements are both essential choices during their initial decision making process. Choice No. 4 The fourth choice in the study begins to really show where the divide between necessity and desirable begins. The majority of participants at this stage had indicated that price, aesthetics and material were in some order within their top three choices, with this now being the stage where people may start moving towards considering non-essential criterion within their purchasing process. This choice saw the widest spread of votes, however there was one answer that dominated the category, which was washing instructions. During the participant rationale this appeared as again an important factor to consumers during the purchasing process, with many indicating the importance of looking after the clothing they buy. Choice No. 5 The fi nal choice within the study, choice fi ve saw a plethora of desirable choices being made, again highlighting this clear divide of necessary and desirable factors. Fig. 6 Consumer purchasing hierarchy results ( Source Authors) 12 A.M. James and B. Montgomery
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Fairtrade received the most attention at this stage with 27 % of participants indi- cating this. However there was again a wide scope of answers, with the focus being very much on hand made, locally sourced, Fairtrade and Organic. This study showed the purchasing criteria of the participants, indicating the fi ve most important criteria to them when making fashion choices. The results indicate this clear divide between necessary and desirable which shows that ethical and sustainable issues are rarely a consideration until after the essential criteria have been met. This re fl ects Maslow s Hierarchy of Needs, where consumers must have reached the previous stages of the pyramid prior to self-actualisation (at the top of the pyramid) where at that point social responsibility may be included in their purchasing hierarchy. The rationale behind participant choices were interesting and aided in conclusions being reached regarding their purchasing hierarchy. 2.2 The Intention-Behaviour Gap In recent years, research in the area of socially responsible attitudes and behaviours has lead to the identi fi cation of a distinct disparity in consumer ethical intentions translating into actual behaviour. This has been labelled the intention-behaviour gap and has been the focus of many studies in the past 10 years (Ozcaglar-Toulouse et al. 2006 ; Bray et al. 2010 ; Cowe and Williams 2001 ; Worcester and Dawkins 2005 ; Belk et al. 2005 ; Auger and Devinney 2007 ; Carrington et al. 2010 ). This gap has also been 30:3 syndrome (Cowe and Williams 2001 ), which refers to the numeric fi gures that initially lead to the identi fi cation of the intention-behaviour gap. The statistics supporting this phenomenon indicate that 30 % of consumers
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  • Fall '19
  • Business Ethics, Corporate social responsibility, Alana M. James, Bruce Montgomery

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