Topic research on purchase behaviors of young vietnamese people of organic cotton t shirt to build the business plan for the new brand “prxtect organic tee

lOMoARcPSD|17160101 UEH UNIVERSITY COLLEGE OF BUSINESS School of International Business - Marketing RESEARCH REPORT 22D1MAR50310102 Subject: Marketing Research Instructor: Nguyen Quoc Hung Topic: Research on purchase behaviors of young Vietnamese people of organic cotton T-shirt to build the business plan for the new brand “PRXTECT organic tee” Group 4: Võ Lê Thảo Trang : 31201026523 Nguyễn Thùy Mai Trinh : 31201021083 Nguyễn Cát Phượng : 31201026086 Hà Nguyễn Hoàn Mỹ : 31201020563 Nguyễn Hoàng Yến : 31201026442 Võ Thế Vinh : 31201021320 HO CHI MINH CITY – 21/06/2022 Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 TABLE OF CONTENTS EXECUTIVE SUMMARY .3 1.1 Abstract 1.2 Keypoint theory 1.3 Research question 1.4 Data collection 1.4.1 Sample size 1.4.2 Research subject .4 1.4.3 Questionnaire 1.4.4 Methods 1.4.5 Criteria for sampling 1.5 Data analysis 1.5.1 Analysis methods .9 1.5.2 Result summary .9 INTRODUCTION .9 DATA COLLECTION 11 DATA ANALYSIS 12 4.1 Analysis methods 12 4.1.1 Cronbach Alpha’s reliability test 12 4.1.2 Descriptive statistics 13 4.2 Result and findings 14 4.2.1 Demographics .14 4.2.2 Main data 16 LIMITATIONS AND FUTURE RESEARCH .40 CONCLUSIONS AND RECOMMENDATIONS 41 6.1 Conclusions 41 6.2 Recommendations 41 REFERENCES 42 APPENDICES 43 CHECK PLAGIARISM 43 Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 EXECUTIVE SUMMARY 1.1 Abstract The concern of Vietnamese people about environmental issues has been increasing in recent times Leads to the strong development of organic materials, which is eco-friendly and harmless to the environment in the market Particularly, the main object in this report is organic cotton T-shirts to better understand the purchase behaviors of young Vietnamese people The model proposes the premise of agents on the purchase intention of organic cotton T-shirts The study is based on data from 303 Vietnamese people and the results show that behaviors 1.2 Keypoint theory a Organic cotton T-shirt Organic cotton clothing is a healthier, more eco-friendly alternative to regular, “nonorganic” cotton It’s created according to organic family guidelines, meaning no genetically modified aids (seeds, pesticides, chemicals) were used Organic cotton is also certified by the Global Organic Textile Standard (GOTS)—this is the worldwide textile processing standard recognized for organic fibers, which includes both ecological and social specifications b Consumer behavior theory Consumer behavior theory is the study of how individuals make purchasing decisions, with the goal of assisting businesses and marketers in capitalizing on these behaviors by forecasting how and when a consumer makes a decision to purchase It aids in the identification of factors that impact these decisions, as well as the identification of tactics for proactively manipulating behavior 1.3 Research question How the factors: Materials, Price, Brand, Design, Function affect the behaviors of purchasing organic cotton T-shirts? 1.4 Data collection 1.4.1 Sample size • Sample size needed: 300 • Sample size collected: 303 Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 1.4.2 Research subject Young Vietnamese people 1.4.3 Questionnaire The questionnaire consists of parts: • Part 1: includes questions about the demographics of the survey object • Part 2: includes measurement contents related to the research model Total: 31 questions divided into chapters NO QUESTION OPTIONS Demographics What is your age? 30 What gender you identify as? Male Female Where are you currently located? Ha Noi Da Nang Ho Chi Minh Others < 1.000.000 VND 1.000.000 - 3.000.000 VND 3.000.001 - 5.000.000 VND 5.000.001 - 8.000.000 VND 8.000.001 - 10.000.000 VND > 10.000.000 VND What is your average income? Classify Are you interested in organic cotton T-shirt? Yes No Frequency Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 >5 How many T-shirts you buy every year? < year 1-2 year(s) 2-3 years > years How long is your T-shirt in use (on average)? Behavior of Consumers 10 Who you usually buy T-shirts with? (Many choices) Friends (except Lover) Family Lover Alone Others When you usually wear a T-shirt? (Many choices) Go to school Go to work Hang out Special occasion Holiday At home Where you currently buy your T-shirts? (Many choices) Local shops Social media E-commerce Shopping center Factors affect purchase behavior of consumers 11 What attracts you most in buying a T-shirt? 12 What factors you care most about a T-shirt? (Many choices) Quality Price Design Brand Color Style Hype Eco-friendly Materials Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 Production process Origin Maintenance Eco-friendly Waterproof Others 13 14 15 (Many choices) Basic / Minimalism Vintage, Retro Classic Streetstyle What style you prefer? XS S M L XL XXL Others What T-shirt size you usually buy? (Many choices) Skirt Short Jeans Pants Overalls What item you mix & match with a T-shirt? What color are you moving towards? 16 Colorful Pastel Black & White 17 Where would you like the design to be printed? (Many choices) Front Back Left sleeve Right sleeve High-back neck Back bottom hem 18 Below are a list of features that are part of the Tshirt How important is each feature to you? - Design - Quality - Price - Comfort - Style or cut (Strongly unimportant > Strongly important) 1-5 1-5 1-5 1-5 1-5 Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 19 20 Why you choose to buy a T-shirt? How you find out about organic cotton T-shirt labels or brands? 21 What material you want your T-shirt to be made of? 22 Evaluate these following statements according to your clothes using habit • I never wear a T-shirt twice • I wear several T-shirts a week • I only have one t-shirt the whole week (many ones but the same T-shirt) 23 24 25 Brand Quality Design Meaningful project Campaign (Many choices) Friends Sponsorship of events Sales/service representative Magazines Advertising Shops Other Polyester Cotton Organic cotton Linen Poly-cotton blend (50/50) Other What you usually buy T-shirts for? Which factors of t-shirt stores that affect your repurchase decision? What would be your preferred design package for a T-shirt? Strongly disagree Strongly agree 1-5 1-5 1-5 Wearing Collecting Gift Others Large space Comfortable scent Many fitting rooms Staff’s attitude Store decoration Others (Many choices) Logo design Image design Quotes design Cartoon design Other Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 26 27 Sustainable Knowledge: • Growing organic cotton does not need hazardous chemicals and pesticides • Organic cotton shirts are good for human health and the environment • I am concerned about the impact of cotton t-shirt production on the environment • The use of larger quantities of natural fibers will significantly decrease energy consumption • Organic cotton t-shirts ensure fair trade, and sustainable environmental development Strongly disagree Strongly agree 1-5 1-5 1-5 1-5 1-5 If you buy an organic cotton t-shirt, what you expect? (Many choices) More environmentally friendly Softer More durable Better for skin More sustainable / Last longer Better quality More breathable More expensive Willing to pay 28 29 How much you normally pay for an organic cotton T-shirt? Under 100.000 VND 100.000-300.000 VND 300.001-500.000 VND Above 500.000 VND How you like to pay for a T-shirt? (Many choices) Cash Momo Credit/ Debit card Purchase behavior 30 Evaluate these following statements about purchase intention organic cotton T-shirts • I think organic cotton T-shirts motivate me to purchase • Before buying organic cotton T-shirt, I compare its price with other traditional/branded T-shirts Strongly disagree Strongly agree 1-5 1-5 1-5 1-5 Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 • • 31 I think internet marketing encourages me to buy organic cotton T-shirts I feel that the price of an organic cotton Tshirt affects my purchase behavior Purchase Intention • I would like to purchase organic cotton Tshirts in the future • If I see organic cotton T-shirts, I intend to purchase or consider purchasing it • If I see a retail store selling organic cotton T-shirts, I intend to visit the store to purchase a product Strongly disagree Strongly agree 1-5 1-5 1-5 1.4.4 Methods Quantitative Research Type of sample design: Nonprobability Sampling Sampling method: Purposive Sampling: Sample with a purpose in mind 1.4.5 Criteria for sampling Young Vietnamese people who are interested in organic cotton T-shirts 1.5 Data analysis 1.5.1 Analysis methods Cronbach Alpha’s reliability test Descriptive statistics 1.5.2 Result summary The model describes an agent-based premise for organic cotton T-shirts purchase behavior The results of the study, which were based on data from 303 Vietnamese people, indicate that behaviors INTRODUCTION Organic clothing was previously a niche product sought after by hippies and "tree huggers," but by 2010, over 75 big companies and shops were profiting from organic clothes (Klara, 2010) One of the top three organic market growth sectors is organic Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 clothes and home goods (Organic Exchange, 2007) There are several reasons for this growth in the organic market, including increased access to information about organic products and programs, an increase in the number of companies seeking to make their business practices more organic and sustainable, and an increase in the number of consumers attempting to live a more organic and/or sustainable lifestyle (Organic Exchange, 2007; Sung & Lee, 2011) Consumers are more aware of how their purchasing habits affect the environment and the workers who make the things they purchase (Carrigan and de Pelsmacker, 2009) According to Shaw and Tomolillo, this knowledge is influencing purchasing decisions, and "ethical customers" are becoming a rising market sector Consumers of ethical clothing are driven by worries about sweatshops and child labor, fair trade, fair pay, political and social marketing, natural resource depletion, and ecologically harmful production techniques (Bray et al., 2010; Carrigan and Attalla, 2001) As shown by research, the rise of this market sector may be linked to rising consumer environmental concerns, more knowledge of workplace difficulties, and firms' ethical standards influencing customer decisions (Bray, 2009) A growing number of textile and garment firms are aimed towards these customers ( Joergens, 2006) Organic cotton manufacturing employs environmentally friendly procedures and ingredients Therefore, organic cotton textiles and clothing may be enticing alternatives to conventionally produced textiles for ethical consumers whose purchasing decisions are influenced by environmental concerns The study's major goal was to evaluate how much consumers were willing to pay for organic vs conventionally produced cotton clothes and to predict the magnitude of premiums that a customer would pay for the organic cotton feature We investigate the role of buying habits, garment qualities, and consumer views about organics in organic clothes purchase decisions A survey's stated response elicits information about customers' subjective opinions, shopping patterns, and demographic traits We identified certain parameters influencing the desire to buy an organic cotton T-shirt, backed by prior study findings, in order to better understand and contribute to organic cotton in this research as a platform for future research 10 Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 It is not surprising that "Service quality" (205 choices, accounting for 37.3%) ranks first when it comes to brand factors that consumers often prioritize "Eco-friendly" (129 replies, representing 23.5%) came in second, while "Recognition" (123 selections, accounting for 22.4%) came in third When there are just 93 choices, or 16.8% of the total, it appears that the "Meaningful campaigns" factor is undervalued by customers How you find out about organic cotton T-shirt labels or brands? N Percent Percentage of selections per sample size Friends 157 29.1% 62.8% Sponsorship of events 63 11.6% 25.2% Magazines, News 68 12.6% 27.2% Advertising on Social Media 163 30.2% 65.2% Shops 88 16.5% 35.2% Total 539 100% 215.6% From the result of this survey question, we have 88 choices to discover organic cotton T-shirt brand through “Shops” (accounting for 16.5%), meanwhile, there are 157 replies to know about organic cotton T-shirts label through “Friends” (29.1%) and the most common source of information for people to learn about organic cotton T-shirt brand is based on information on “Advertising on Social Media” (163 choices, accounting for 30.2%) 29 Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 According to the above data, respondents discover about organic cotton T-shirts primarily from social networking platforms, media, and then from shops they may pass by on their way to work and friends… Furthermore, 12.6% of the information about organic cotton T-shirt brands comes from "Magazines, News," and a very small portion comes from "Sponsorship of events" (only representing 11.6%) What material you want your t-shirt to be made of? N Percent Organic Cotton 141 56.4% Cotton 88 35.2% Polyester 1.6% Linen 1.6% Poly-cotton blend (50/50) 13 5.2% With a total of 250 respondents, we have 13 choices for those who want their Tshirts made of “Poly-cotton blend (50/50)” (representing 47.2%), 88 replies for those who want their T-shirts made of “Cotton” (35.2%), and "Organic Cotton" (141 choices, accounting for 56.4%) as the most common answer "Polyester" and "Linen" are tied for last place with the same number of votes (4 replies, representing 1.6%) Based on the results of the survey, we can conclude that customers are particularly interested in cotton and organic cotton Businesses must pay attention to this aspect in order to create t-shirt items that meet the needs of customers 30 Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 Evaluate these following statements according to your clothes using habit When it comes to customer T-shirt usage habits, factors like "I never wear the same t-shirt twice," "I wear several t-shirts a week," and "I only have one t-shirt the whole week (many ones but the same t-shirt)" are all significant The option "I wear several t-shirts a week" received the most votes, while "I never wear the same t-shirt twice" received the least What you usually buy t-shirts for? N Percent Percentage of selections per sample size Wearing 232 61.1% 92.8% Collecting 42 11.1% 16.8% 31 Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 Gift 106 27.8% 42.4% Total 380 100% 152% The top response for this survey question is "Wearing", which received 232 responses, accounting for 61.1% Second place went to "Gift" (106 replies, representing 27.8%) came in second With only 42 selections, "Collecting" is at the bottom of the list, accounting for 22.4 % of the total Which factors of t-shirt stores that affect your repurchase decision? N Percent Percentage of selections per sample size Large space 146 19.5% 58.4% Comfortable scent 153 20.5% 61.2% 32 Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 Fitting rooms 135 18% 54% Staff’s attitude 203 27.1% 81.2% Store decoration 111 14.9% 44.4% Total 748 100% 299.2% When questioned about the elements that impact consumers' purchase decisions, "Staff’s attitude" (203 choices, accounting for 27.1%) is unsurprisingly chosen by consumers "Comfortable scent" (153 replies, representing 20.5%) came in second, while "Large space" (146 selections, accounting for 19.5%) came in third However, when compared to the factors listed above, "Fitting rooms" (135 options, representing 18%) and "Store decoration" (111 options, representing 14.9%) appear to be less appealing According to the aforementioned survey results, businesses must provide their sales staff with quality training in order to provide consumers with the best possible service What would be your preferred design package for a T-shirt? N Percent Percentage of selections per sample size Brand Logo design 161 30.3% 64.4% Digital Art design 162 30.5% 64.8% Quotes design 109 20.5% 43.6% Characters in Movies/ 99 18.7% 39.6% 33 Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 Cartoon/ Anime, Total 531 100% 212.4% It is extremely interesting that the selections "Digital Art Design" (162 choices, accounting for 30.5%) and "Brand Logo Design" (161 replies, representing 30.3%) had nearly equal voting results when asked which design will be picked by customers to be put on the shirt Then comes "Quotes Design" (109 selections, representing 20.5%) and "Characters in Films/Cartoons/Anime" (99 responses, representing 18.7%) respectively By examining the aforementioned statistics, we can see that consumers enjoy directly expressing their personalities as well as doing so through brand image Sustainable Knowledge 34 Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 According to the respondents, all of the following factors have an impact on people who are interested in organic cotton T-shirts: "Growing organic cotton does not need hazardous chemicals and pesticides", "Organic cotton shirts are good for human health and the environment.", "I am concerned about the impact of cotton t-shirt production on the environment", "The use of larger quantities of natural fibers will significantly decrease energy consumption.", "Organic cotton t-shirts ensure fair trade, and sustainable environmental development" Whereas the response "Organic cotton shirts enable fair trade and sustainable environmental development" received the least support, and the response "Organic cotton shirts are good for human health and the environment" obtained the highest support This demonstrates that while consumers are concerned about their health and the environment, they have not yet committed to a sustainable lifestyle If you buy an organic cotton t-shirt, what you expect? 35 Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 N Percent Percentage of selections per sample size More environmentally friendly 177 15.7% 70.8% Softer 143 12.7% 57.2% More durable 158 14% 63.2% Better for skin 155 13.8% 62% More sustainable / Last longer 131 11.6% 52.4% Better quality 180 16% 72% More breathable 164 14.6% 65.6% More expensive 18 1.6% 7.2% Total 1126 100% 450.4% The three most popular options for the survey question about consumers' expectations of wearing T-shirts (a total of 250 respondents chose "Interested in organic cotton T-shirt") are 180 responses, representing 16% for the option "Better quality," 177 responses for the option "More environmentally friendly" (15.7%), and finally "More breathable" (164 responses, accounting for 14.6%) In addition, consumers’ expectation theỉr T-shirts being "More durable" is also favored with 158 choices, representing 14% Then came "Better for skin" (155 options, 13.8%), "Softer" (143 selections, 12.7%) and “More sustainable/Last longer” (131 choices, 11.6%) The "More expensive" (18 choices, representing 1.6%) option earned the fewest votes of all the options, as predicted Obviously, customers not want to pay more for t-shirts, but they want them to be of the highest quality As a result, businesses must address this point in order to develop proper financial policies that will allow consumers to have a satisfactory experience while still ensuring profits for the company 4.2.2.5 Willing to pay How much you normally pay for an organic cotton T-shirt? 36 Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 N Percent Under 100.000 VND 14 5.6% 100.000-300.000 VND 143 57.2% 300.001-500.000 VND 72 28.8% Above 500.000 VND 21 8.4% Consumers preferred the price range "100,000 - 300,000 VND" (143 choices, accounting for 57.2%) for an organic cotton T-shirt out of a total of 250 responses.This does not seem all that surprising considering that it is a mid-range price that can be paid for a T-shirt with high-quality materials and a lovely design that ensures all the necessary qualities Behind that, the price range "300,001 - 500,000 VND" (72 selections, representing 28.8%) is chosen by consumers who can afford it, but it only accounts for a small part "Under 100,000 VND" (14 replies, accounting for 5.6%) and "Above 500,000 VND" (21 choices, representing 8.4%) are two prices that customers underestimate approximately equally This is likely a result of the issues that come with a t-shirt that is either too expensive or too cheap A T-shirt that is too pricey may not seem like it is worth spending a lot of money only to wear, while consumers may believe that a T-shirt that is too inexpensive may not be of good quality How you like to pay for a T-shirt? 37 Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 N Percent Percentage of selections per sample size Cash 193 41.1% 77.2% Digital wallet 154 32.8% 61.6% Credit/ Debit card 123 26.1% 49.2% Total 470 100% 188% The top response for this survey question is "Cash", which received 193 responses, accounting for 41.1% Second place went to “Digital wallet" (154 replies, representing 32.8%) came in second With 123 selections, "Credit/Debit card" is at the bottom of the list, accounting for 26.1 % of the total Businesses should take note of this point and offer consumers a variety of payment options so they can purchase conveniently and suitably for their needs 4.2.2.6 Purchase behavior Evaluate these following statements about purchase intention organic cotton T-shirts 38 Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 According to the respondents, they will be inspired to purchase because of the organic cotton t-shirt, especially if they it online (website, ads on social media, affiliate marketing ) This is mainly due to the fact that people prefer to utilize the Internet to find the things they desire because it is convenient and quick while yet guaranteeing to deliver all the essential information The surprising result in this case is that it appears those interested in organic cotton T-shirts are less price sensitive This is beneficial because companies can simply make t-shirts using superior materials, giving customers the best experience at the best price without sacrificing earnings Purchase Intention 39 Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 The respondents to the survey reported having a high level of interest in purchasing and using organic cotton T-shirts However, consumers are not particularly pleased and are a little uncertain and hesitant when given the choice to buy directly at a retail store This is possibly due to the fact that they still lack knowledge about the products they will purchase or that the designs on organic cotton t-shirts have not been given the attention they need to draw in customers Businesses must therefore pay attention to this issue in order to modify their products and official showrooms LIMITATIONS AND FUTURE RESEARCH This research was conducted successfully because it achieved the same results as beginning objectives However, this study still have several limitations: • This research was surveyed on factors influencing the purchase behaviour of customers only in a specific period of time Therefore, this study’s results may 40 Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 not be relevant in the future because of changes in people’s characteristics, preferences and consumers’ behaviour • The survey was launched to collect data from consumers in Ho Chi Minh city randomly with sample size n=303 Although, this data is not highly trusted in terms of population • The scope of this survey was only among young people in Vietnam, especially in Ho Chi Minh city so the results of this research is not really general and globalized In terms of factors that affect customers’ purchase behaviour of organic cotton Tshirts, there are many more aspects that influence customers’ behaviour of products usage nowadays Specifically, buying behavior of consumers is affected by KOLs and KOCs more than before Future research may study these key factors CONCLUSIONS AND RECOMMENDATIONS 6.1 Conclusions Combining all theories and studies on Organic Cotton T-shirts and Consumer Behaviour theory, this research conducts factors that influence characteristics of consumers on business plans as well as how important are those aspects that affect people’s purchasing decisions The survey is conducted on 303 people, 82.5% of them care about organic cotton T-shirts Most of them know about organic cotton T-shirts through advertisements on social media This survey purposely selected respondents from over 16 years old in both genders We also collected information about respondents' demographic according to their permission According to the results, in terms of T-shirt products, respondents were quite keen on designs which attracted them most in purchasing a T-shirt Even if people know the benefits of organic cotton T-Shirts to the environment, they still want T-shirts that have better quality In addition, staff’s attitude is the most important factor in attracting customers according to the survey’s results Moreover, participants are willing to pay 100.000 to 300.000VND for an organic cotton T-shirt 6.2 Recommendations According to results which were collected from the research and contemporary lifestyle of people nowadays, it is quite probable that young people are concentrating on 41 Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 their appearance more than in the past Therefore, we want to introduce several recommendations for this problem: • PRXTECT should sell other kinds of clothes such as skirts, trousers, jeans, along with organic cotton T-shirts Therefore, customers will have more choices besides T-shirts and they not need to go to other shops This will maximize PRXTECT’s revenue • People should buy clothes which are friendly to the environment because this will decrease the level of pollution in the world • Businesses in fashion field should be aware that it is really necessary for ethical production process REFERENCES 1) Hoang Trong, Chu Nguyen Mong Ngoc (2008), Analysis of research data with SPSS Volume 2, Hong Duc Publishing House, page 24 2) Carrigan, M and de Pelsmacker, P (2009), “Will ethical consumers sustain their values in the global credit crunch?”, International Marketing Review, Vol 26 No 6, pp 674-87 3) Carrigan, M and Attalla, A (2001), “The myth of the ethical consumer-do ethics matter in purchase behavior?”, Journal of Consumer Marketing, Vol 18 No 7, pp 56077 4) Shaw, D and Tomolillo, D.A.C (2004), “Undressing the ethical issues in fashion: a consumer perspective”, in Bruce, M., Moore, C and Birtwistle, G (Eds), International Retail Marketing: A Case Study Approach, Butterworth-Heinemann, Elsevier, Oxford, pp 141-54 5) Bray, J., Johns, N and Kilburn, D (2010), “An exploratory study into the factors impeding ethical fashion”, Journal of Business Ethics, Vol 98 No 4, pp 597-608 6) Bray, J.P (2009), “Ethical dimensions in clothing purchase”, First Annual Ethics in Everyday Life Conference, Salzburg, March 17-19 7) Joergens, C (2006), “Ethical fashion: myth or future trend?”, Journal of Fashion Marketing and Management, Vol 10 No 3, pp 360-71 42 Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 8) Klara, R (2010) Natural weaves Brandweek, 20, – 10 9) Organic Exchange (2007) Organic cotton market report: Preliminary highlights 10) Sung, H., & Lee, J (2011) Environmental Management Portfolio of Korean Fashion Brands Journal of Global Fashion Marketing, 2, 44 – 54 11) Hair, J F., Black, W C., Babin, B J., & Anderson, R E (2010) Multivariate data analysis (Seven ed.) Upper Saddle River, NJ Prentice Hall: Pearson 12) Etikan, I., Musan, S A., & Alkassim, R S (2016), Comparison of Convenience Sampling and Purposive Sampling APPENDICES Data summary https://docs.google.com/forms/d/1XvDWcgA_ELsJAAKWtsbvoWN4PJ4efLRg7r xsVu110ZU/prefill CHECK PLAGIARISM 43 Downloaded by Free Games Android (vuchinhhp1@gmail.com) ... purchase organic cotton Tshirts in the future • If I see organic cotton T- shirts, I intend to purchase or consider purchasing it • If I see a retail store selling organic cotton T- shirts, I intend to. .. "Organic cotton shirts are good for human health and the environment.", "I am concerned about the impact of cotton t- shirt production on the environment", "The use of larger quantities of natural... T- Shirts to the environment, they still want T- shirts that have better quality In addition, staff’s attitude is the most important factor in attracting customers according to the survey’s results