Report on Consumer Attitudes Towards Ethical Fashion App Launch

This report investigates consumer attitudes towards a newly launched ethical fashion app, focusing on the app's impact on consumer behavior and preferences. The study examines the background of the ethical fashion app, its aims and objectives, and research questions. The research employs ANOVA and t-tests to analyze consumer willingness to pay more for eco-friendly products and the convenience of purchasing such items. Hypothesis testing reveals a significant difference in consumer attitudes, indicating a preference for environmentally friendly products. The conclusion emphasizes the app's suitability for consumers seeking sustainable fashion options, recommending promotional efforts and customer feedback mechanisms. The report highlights the benefits of ethical fashion for both society and consumers, leading to a pollution-free environment and improved well-being.

SPSS

TABLE OF CONTENTS
Background of the study.............................................................................................................3
Research aim and objectives.......................................................................................................3
Research hypothesis ..................................................................................................................4
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................14

Topic: To investigate consumers’ attitudes towards newly launched ethical fashion app.
Background of the study
Ethical fashion app is the app that relates with the designing, purchasing, retailing and producing the product. This app is
created for the purpose of fulfilling the fair trade with sustainable environment. It provides for the consumers in shopping for the
fashion accessories in compliance with the ethical and the meeting the environmental issues. The present report is based on the
investigation that is made by the researcher for assessing the attitude of the consumers towards the launching of the fashion app that is
ozone-friendly and meets all the guidelines that are ethically required to be fulfilled. This research study includes the aims and
objectives in relation to the study. Various hypothesis has been created that depicts the significance difference present in between the
independent and the dependent variables. The relationship between both the variables are also been analysed under the study.

Research aim and objectives
Aim: The aim behind the beginning the study is to assess the attitude of the consumers towards the newly launched app that called as
ethical fashion app.
Objectives:
 To investigate the response of the consumer in respect of the new fashion app.
 To assess the changing trend of the consumer preferences regarding the fashion era.
 To create new ideas that fulfil social as well as the ethical aspects in context of the fashion sector.
Research questions
Q.1 What will be the value of mean in regarding the willingness of the consumers for paying more towards eco-friendly products?
Q.2 What is the extent to which the consumers are convenient in the purchasing the environment friendly fashion items?
Q.3 How the mean value depends upon the purchasing intention of the consumers for the eco-friendly products?
Results and discussion
Hypothesis 1:
Null hypothesis (H0): There is no statistical significant difference in the mean value of willingness and comfortableness in relation to
paying more for eco-friendly products.
Alternative hypothesis (H1): There is a statistical significant difference in the mean value of willingness and comfortableness in
relation to paying more for eco-friendly products.

Regression
Variables
Entered/Rem
oveda
Model Variables Entered Variables
Removed
Method

1
I am willing to pay
__% more for the
following products
if they came from
environmentally
friendl...-
Accessories/Bags,
I am willing to pay
__% more for the
following products
if they came from
environmentally
friendl...-Beauty/P
ersonal Care, I am
willing to pay __%
more for the
following products
if they came from
environmentally
friendl...-Clothes, I
am willing to pay
__% more for the
following products
if they came from
environmentally
friendl...-Shoesb
. Enter

a. Dependent
Variable: In
general, when
choosing
between two
similar types
of products, I
am
comfortable
paying more
for...
b. All
requested
variables
entered.
Model
Summar
y
Model R R
Square
Adjusted R
Square
Std. Error of
the Estimate
Change Statistics
R Square
Change
F
Change
df1 df2 Sig. F
Change
1 .498a .248 .236 .822 .248 20.689 4 251 .000
a.
Predictors
:
(Constant

), I am
willing to
pay __%
more for
the
following
products
if they
came
from
environm
entally
friendl...-
Accessori
es/Bags, I
am willing
to pay __
% more
for the
following
products
if they
came
from
environm
entally
friendl...-
Beauty/P
ersonal

Care, I
am willing
to pay __
% more
for the
following
products
if they
came
from
environm
entally
friendl...-
Clothes, I
am willing
to pay __
% more
for the
following
products
if they
came
from
environm
entally
friendl...-
Shoes

ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 55.880 4 13.970 20.689 .000b
Residual 169.480 251 .675
Total 225.359 255
a. Dependent
Variable: In
general, when
choosing
between two
similar types
of products, I
am
comfortable
paying more
for...
b. Predictors:
(Constant), I
am willing to
pay __%
more for the
following
products if
they came
from
environmental

ly friendl...-
Accessories/
Bags, I am
willing to pay
__% more for
the following
products if
they came
from
environmental
ly friendl...-
Beauty/Perso
nal Care, I am
willing to pay
__% more for
the following
products if
they came
from
environmental
ly friendl...-
Clothes, I am
willing to pay
__% more for
the following
products if
they came
from
environmental

ly friendl...-
Shoes
By applying the ANOVA, a statistical tool that helps in evaluating or determining the impact that the independent variables
having on dependent variables in the study. Under this more than 2 group are been tested at same time for determining the existence of
relationship between both the variables. The above table shows that the significance value resulted from the ANOVA equates to .000
which is lower than 0.05 which in turn indicates that alternative hypothesis will be accepted and null hypothesis is said to be false and
thus rejected. This means that the significance difference is present between the dependent and the independent variable. This happens
because consumers prefer to buy environmental friendly products as it leads to in contributing to the sustainable environment (Parker
and Henninger, 2018). Such products help in meeting making the environment pollution free so consumers prefer more to buy such
product.
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1 (Constant) 2.214 .141 15.709 .000
I am willing to pay __% more for
the following products if they
came from environmentally
friendl...-Clothes
.160 .128 .156 1.253 .211
I am willing to pay __% more for
the following products if they
came from environmentally
friendl...-Shoes
.161 .131 .159 1.231 .219