APPENDIX A
APPENDIX B.1
APPENDIX B.2
Nike’s sustainable footwear collection made from recycled manufacturing waste
APPENDIX B.3
APPENDIX C
GREEN scale developed by Haws et al., 2013 to help describe green consumer characteristics
APPENDIX D
Full-length copy of survey instrument created and distributed for this research Block 1 – Introduction
Hello! Thank you for agreeing to participate in this survey. Your responses are valued and will greatly help this study.
Please take a few moments to read the following information regarding the study and your rights as a participant.
Block 2 – Consent Block Q1. Informed Consent
CONSENT FORM University of North Carolina at Chapel Hill
IRB Study #: 20-0228
Principal Investigator: Christopher Karras
The purpose of this research study is to see the impact of varying marketing techniques for sportswear products. You are being asked to take part in this research study because you represent a potential consumer of sportswear. Sportswear includes clothing worn for athletic or physical exercise (i.e. yoga pants, athletic shirts, running shoes, sweatpants etc.).
Being in this research study is completely voluntary. You can choose not to be in this research study. You can also say yes now and change your mind later.
If you agree to take part in this research, you will be asked to view a sportswear
advertisement, discuss your responses to the advertisement, share your purchase intention and history, and provide basic demographic information. Your participation in this study will take about ten minutes. We expect that approximately 600 people will take part in this research study.
You can choose not to answer any question you do not wish to answer. You can also choose to stop taking the survey at any time. You must be at least 18 years old to participate. If you are younger than 18 years old, please stop now.
The possible risks to you in taking part in this research are: Potential loss of
confidentiality of data although no identifiable information will be collected. Your answers to each question will not be traceable to your individual identity and the researcher(s) will not share your information with anyone
If you have any questions about this research, please contact the Investigator named at the top of this form by calling (910) 599-6856 or emailing [email protected] If you have questions or concerns about your rights as a research subject, you may contact the UNC Institutional Review Board at 919-966-3113 or by email to [email protected]. You may have a copy of this form for your personal records.
By selecting the button below, you are agreeing to participate and indicating that: you are at least 18 years of age and have read, comprehend, and accept the
=> Yes; I have read, comprehend, and accept the informed consent form. (Force Validation)
Block 3 – Screening Questions (Force Validation all) Q1. Are you currently residing in the United States of America?
Yes
No
Q2. Are you at least 18 years old?
Yes
No
Q3. What is your age?
18-24 25-34 35-44 45-54 55-64 65+
Q4. What is your gender?
Male
Female
Non-binary
Q5. Which of the following describe you? Check all that apply
Non-Hispanic White
Non-Hispanic Black
Hispanic
Asian
American Indian or Alaskan Native
Native Hawaiian or Pacific Islander
Other
Q6. Which region of the United States of America best describes where you reside?
Midwest
Northeast
South
West
Q7. What is your employment status?
Employed full time
Employed part time
Unemployed looking for work
Unemployed not looking for work
Student
Disabled
Block 4 – Sportswear Purchase History Screening (Force Validation all) Q1. In the past 12 months, have you bought a sportswear product? (Ex: yoga pants, athletic shirts, running shoes, sweatpants, etc.).
A1 Yes A2 No
Q2. In the past 12 months, approximately how many sportswear products have you purchased? A1 0 A2 1-3 A3 4-6 A4 7-9 A5 10+
Q3. In the past 12 months, have you purchased sportswear for participation in athletic activities like working out?
A1 Yes A2 No
Q4. In the past 12 months, have you purchased sportswear for casual daily wear? A1 Yes
A2 No
Block 5 – Intro to Stimulus Ad
Please closely read and inspect the following advertisement for The Perfect Shirt ®.
Qualtrics randomizer tool randomly selects one of the following 12 stimulus ads to display to respondent. Respondents must view the ad for a minimum of 10 seconds and maximum of 30 seconds before advancing.
Block 6 – Adidas Utility Block 7– Nike Utility Block 8 – Puma Utility Block 9 – Reebok Utility
Block 10 – Adidas Assertive (Sustainability) Block 11– Nike Assertive
Block 12 – Puma Assertive Block 13 – Reebok Assertive
Block 14 – Adidas Gentle (Sustainability) Block 15 – Nike Gentle
Block 16 – Puma Gentle Block 17 – Reebok Gentle
Block 18 – Perceived Quality Matrix (Force Validation all)
Q1. - Please indicate to what extent you agree or disagree with the following statements about The Perfect Shirt ®.
Grid Answers in Columns 1. Very strongly disagree 2. Disagree
3. Somewhat disagree
4. Neither agree nor disagree 5. Somewhat agree
6. Agree
7. Very strongly agree Rows
1. The Perfect Shirt ® is made of high-quality materials 2. The Perfect Shirt ® will perform excellently
3. The Perfect Shirt ® is designed well 4. The Perfect Shirt ® is comfortable 5. The Perfect Shirt ® will fit well 6. The Perfect Shirt ® is well made
7. The Perfect Shirt ® will provide excellent value 8. The Perfect Shirt ® will last
9. The Perfect Shirt ® will perform well 10. The Perfect Shirt ® is visually appealing
Block 19 – Perceived Price and Purchase Intention (Force Validation all) Q1. If you needed a new athletic shirt, would you purchase The Perfect Shirt ®?
A1 Yes A2 No
Q2. I think the price of The Perfect Shirt ® is...
Interactive slider that allows respondent to price The Perfect Shirt ® from $10 USD to $60 USD
Q3. How likely would you be to recommend The Perfect Shirt ® to a friend? 1. Very unlikely
2. Unlikely
3. Somewhat unlikely
4. Neither likely nor unlikely 5. Somewhat likely
7. Very Likely
Block 20 – Brand Image Adidas Matrix (Force Validation all) Block 21 – Brand Image Nike Matrix (Force Validation all) Block 22 – Brand Image Puma Matrix (Force Validation all) Block 23 – Brand Image Reebok Matrix (Force Validation all)
Block 20-23 include the identical questions listed below. The brand shown was based on the randomly selected stimulus advertisement displayed following Block 5.
Q1. Please rate your level of familiarity with <Brand>. 1. Extremely familiar
2. Very familiar
3. Moderately familiar 4. Slightly familiar 5. Not familiar at all
Q2. Please indicate to what extent you agree or disagree with the following statements about <Brand>.
Grid Answers in Columns 1. Very strongly disagree 2. Disagree
3. Somewhat disagree
4. Neither agree nor disagree 5. Somewhat agree
6. Agree
7. Very strongly agree
1. I have a positive view of <Brand>.
2. I am likely to buy a(n)<Brand> product in the future. 3. <Brand> is an exciting brand.
4. <Brand> is a trustworthy brand. 5. I can identify with <Brand>.
6. As a brand, <Brand> avoids controversy 7. I feel a personal connection to <Brand>. 8. I am likely to pick <Brand>over competitors. 9. <Brand> provides high quality products. 10. <Brand> provides good value for money. 11. I would recommend <Brand> to others.
Q3. Please indicate to what extent you agree or disagree with the following statements about <Brand>
Grid Answers in Columns 1. Very strongly disagree 2. Disagree
3. Somewhat disagree
4. Neither agree nor disagree 5. Somewhat agree
6. Agree
7. Very strongly agree
1. <Brand> focuses on sustainability because it is genuinely concerned about social responsibility
2. <Brand> focuses on sustainability out of a desire to respond to competitive and social pressure
Block 24 – Sportswear Brand Interaction Matrix (Force Validation all) Q1. Please indicate to what extent you agree or disagree with the following statements Grid Answers in Columns
1. Very strongly disagree 2. Disagree
3. Somewhat disagree
4. Neither agree nor disagree 5. Somewhat agree
6. Agree
7. Very strongly agree
When I make a sportswear purchase... 1. I mainly focus on the brand.
2. the brand is important because I believe that other people judge me on it
3. I select brand name products because I know the performance promised is worth the money
4. I purchase particular brands because I have much in common with other buyers of that brand
5. I consider the brand’s focus on environmental issues
6. I select brand name products because I know they have good quality 7. I purchase particular brands because I know that other people notice them 8. I consider the brand’s focus on social issues
9. the brand plays little role in my purchase decision
Block 25 – Demo Info (Force Validation all) Q1. How would you rate your concern for environmental issues?
1. Not at all concerned 2. Slightly concerned
3. Somewhat concerned 4. Moderately concerned 5. Extremely concerned
Q2. How would you rate your concern for social issues? 1. Not at all concerned
2. Slightly concerned 3. Somewhat concerned 4. Moderately concerned 5. Extremely concerned
Q3. Is English your first language? A1 Yes
APPENDIX E.1
Three adidas stimulus ad types: adidas Utilitarian (first), adidas Sustainable Gentle (second), adidas Sustainable Assertive (third)
APPENDIX E.2
Three Nike stimulus ad types: Nike Utilitarian (first), Nike Sustainable Gentle (second), Nike Sustainable Assertive (third)
APPENDIX E.3
Three Puma stimulus ad types: Puma Utilitarian (first), Puma Sustainable Gentle (second), Puma Sustainable Assertive (third)
APPENDIX E.4
Three Reebok stimulus ad types: Reebok Utilitarian (first), Reebok Sustainable Gentle (second), Reebok Sustainable Assertive (third)
APPENDIX F.1
APPENDIX F.2
Reebok black athletic shirt utilitarian claims
APPENDIX F.3
APPENDIX G
Standardization measures across all stimulus advertisements for claim and logo
Nike Adidas Reebok Puma
Upper Logo Size 6.72, 3.50 5.9, 3.92 4.74, 4.46 6.72, 3.49 Upper Logo Location 22.06, 3.13 22.07, 3.13 21.92, 2.91 21.96, 2.94 Shirt Logo Size 2.46, 1.28 2.12, 1.40 1.69, 1.61 2.46, 1.28 L Shirt Logo Location 8.66, 20.44 8.66, 19.87 8.40, 20.36 8.72, 19.86 R Shirt Logo Location 20.67, 19.17 20.60, 19.17 20.93, 19.17 20.53, 19.17 Claim Text Size 26.33, 6.62 26.34, 6.62 26.34, 6.63 26.34, 6.62 Claim Text Location 13.51, 10.43 13.51, 10.43 13.51, 10.43 13.51, 10.43
APPENDIX H
APPENDIX I.1
APPENDIX I.2
APPENDIX I.3
APPENDIX I.4
APPENDIX I.5
APPENDIX I.6
Sportswear Brand Interaction principal component analysis output, scree plot, and KMO/ BTS test
APPENDIX J.1
Significant outcomes from Games-Howell post hoc for PQual BY Stimulus ad
APPENDIX J.2
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