PROJECT Y DATA ANALYSIS
TABLE OF CONTENT
Project Y - Data Analysis
01 05 INTRODUCTION
FINDINGS
03 09 METHODOLOGY
CONCLUSION
11 APPENDIX
Project Y - Data Analysis
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INTRODUCTION
Project Y - Data Analysis
Sustainability is growing, and research shows that it is only likely to increase even more. The tools are still developing but for lots of retailers and consumers it is still unclear what the term ‘sustainability’ actually means (Wyss Bisang, 2018). Consumers in the developed world have become used to fast-fashion and cheap clothes as a throwaway commodity (Kell,2018). 30% of the closet is never even worn and in the Netherlands 235 million kilos of textile is thrown-away (Vermeij,2017). Fast-fashion companies have a major effect on all of this, their impact on the planet is huge. Their negative impact causes for exhaustion of humans, animals and the environment. The collections are therefore cheap and trendy, and hit the high street stores at breakneck speed (Rauturier,2018). To gain more insights into the buying behaviour of consumers, this report is focussed on Fast-Fashion vs. Sustainability. Therefore, there is one research question that will be explained through three sub-questions. RESEARCH QUESTION To what extent are consumers of fast-fashion companies willing to act and think more sustainably? SUB-QUESTIONS To what extent do consumers value the origin of a particular garment? What is the main reason for consumers to purchase garments from fast-fashion companies? To what extent are consumers aware of the term sustainability?
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03
METHODOLOGY
Project Y - Data Analysis
THE RETAILER H&M is a Swedish multinational clothing-retail company known for its fast-fashion clothing for men, women, teenagers and children. H&M is chosen because of its fast fashion status and its offer of a conscious collection. METHODOLOGY All of the data is collected by 100 consumers of H&M, filling in the survey about Fast-Fashion vs. Sustainability, on both online and offline channels. The survey questions gained insights about personal information, related to their buying behaviour. The focus was on different types of people. Men and women, from both different age groups and areas/ countries. This, to gain insights, as realistic as possible. All collected data was then processed in SPSS, to then figure out if groups are different in terms of buying behaviour. Therefore, the one-way anova and chi-square tests have been used to draw conclusions.
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05
FINDINGS
Project Y - Data Analysis
The results thriving from the survey show interesting outcomes. Each question has been analyzed through several graphs. Furthermore, different significant relations between age/gender/education and the other survey questions are tested.
Figure 2 Is this statement applicable for you?
I did not purchase a piece of clothing because I had doubts about the garmentʼs origin (not social responsible). Yes No
20%
Are people aware of the term ‘sustainability’? By categorizing all of the answers there was a difference made between ‘clear vision’ and ‘unclear vision’. Out of all respondents, 62% had a clear vision about sustainability while 38% of them did not have. Most common answers were based on long term, the environment and recycling. Besides this, there were some very interesting/inspiring answers like: fashion, stop the buying mentality and the future of retail. What is the most important reason for people to buy a garment? For most of them (58%), the purchase is mainly focussed on the usability of a garment for a long time and that it is based on the latest fashion trends (51%) (fig. 1). Noticeable in here, H&M’s clothes are from a low quality and do not last long. The fact that the product is made under acceptable working conditions is not one of the main reasons to buy a garment (18%). However, if there is any doubt about the origin of the garment, 20% will not buy it, while 80% does not even care (fig. 2).
80%
70% of the respondents prefer to buy a more expensive pair of trousers which they can use for a long time, while only 30% of them rather buys a lot affordable items which they can use for a short period of time (fig. 3). With this, there is no difference between men and women but there is a significant relation (appendix, p.24) between age and the buying mentality. The average Page 1 age of people buying a more expensive item, which lasts for a long time, is higher (30 years) than people buying a lot affordable items for a short period of time (23 years).
Figure 1
Figure 3
With which statement do yo agree at most?
60
60 50
Percent
Count
40
30
20
40
20
10
0
If the garment is usable for a long time
If the garment has a low price
If the garment is based on the latest fashion trends
If the garment is produced under acceptable working conditions
0
What is the most important reason for you to buy a garment
I prefer to buy a more expensive pair of trousers which I can use for a long time
I'd rather buy a lot affordable garments which I can use for a short period of time
With which statement do yo agree at most?
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But, what do people do with a garment when it’s no longer usable? 53% of all respondents brings it to a special box for charity together with 30% that gives it to someone else/sells it. Noticeable in here, 5% brings their clothes back to H&M for the recycle process (fig. 4).
Figure 4 What do you do with a garment when it is no longer usable?
4%
8%
I throw it away I bring it back to H&M for the recycle process I give it to someone else / sell it I bring it to a special box for charity I reuse it myself
3%
H&M is making a big step towards a more sustainable way of working by developing a conscious collection made from textile waste and recycled materials. 49% of all respondents are aware of this, but did not purchase anything yet, while 40% did not even know about this collection (fig. 6). Furthermore, there is a significant relation (appendix, p.21) between gender and buying behaviour. The difference is that 82% of all male respondents did not know about the conscious collection but 69% of all female respondents are aware of it and/or even purchased something.
Figure 6
31%
Do you know that H&M has a conscious collection?
54%
Yes, I often purchase Yes, I am aware of it but did not purchase it yet No, I did not know
11%
40%
When looking at lifestyle, 59% of all respondents are trying to live sustainably, but do not always succeed in this (fig. 5). There is a significant relation (appendix, p.26) between age and way of living. Most of the people around the age of 35 either live sustainably or are just not interested, while people around the age of 22 are not living sustainably yet, but want to be more aware of it.
49%
Figure 5 Page 1 60
50
40
Percent
07
30
20
Page 1
10
0
Yes, I succeed
Yes, but not always
No, but I want to be more aware of it
No, not interested
Do you try to live in a sustainable way?
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09
CONCLUSION
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SUB-QUESTIONS To what extent are consumers aware of the term sustainability? Most of the consumers have a clear vision about sustainability (62%) and even lives, or tries to live in this way (61%). Lots of people associate the term ‘sustainability’ with the environment, recycling and long term use. To what extent do consumers value the origin of a particular garment? Fast-fashion consumers will buy a garment even if they are not aware of the its origin. If there is any doubt, they still do not care about it (80%). What is the main reason for consumers to purchase garments from fast-fashion companies? For most of the consumers it is important if a garment is usable for a long time (58%) together with the fact that it’s based on the latest fashion trends (51%). Surprisingly, a low price is not one of the main reasons to buy a garment at H&M. Furthermore, most of them (70%) are willing to buy a more expensive item which they can use for a long time. RESEARCH QUESTION To what extent are consumers of fast-fashion companies willing to act and think more sustainably? When buying, there can be concluded that consumers do not value the origin of a particular garment but are willing to pay more for an item which lasts longer and has a high quality. When a garment is no longer usable, most of the people already act in a sustainable way by bringing it to charity, selling it, reusing it or bringing it back to H&M’s recycle process. Only the 8% of them that throws it way needs to be more aware of this. In terms of living, most of them live or try to live in a durable way. This shows awareness towards the environment. While only 8% of them is not interested. To conclude, most of the consumers are aware of the term ‘sustainability’ and are willing to act more sustainably to a great extend. But, a huge step could be made in terms of getting them even more aware when making a purchase at fast-fashion companies.
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APPENDIX
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SURVEY QUESTIONS 1. How old are you? …
8. Is this statement applicable for you? I did not purchase a piece of clothing because I had doubts about the garment’s origin (not social responsible). A. Yes B. No
2. What is your gender? A. Male B. Female C. Neutral 3. Where do you live? A. The Netherlands B. Foreign Country 4. What is your highest level of education? A. High school degree B. Secondary vocational education (MBO) C. Higher professional education (HBO) D. University education (WO) 5. Where do you think of when you hear the term sustainability? … 6. What is the most important reason for you to buy a garment? (Max. 2) A. If the garment is based on the latest fashion trends. B. If the garment is usable for a long time. C. If the garment has a low price. D. If the garment is produced under acceptable working conditions and with respect for humans, animals and the environment.
9. What do you do with a garment when it’s no longer usable? A. I throw it away B. I bring it back to H&M for the recycle process. C. I give it to someone else/sell it. D. I bring it to a special box for charity. E. I reuse it myself. 10. Do you try to live in a sustainable way? Yes, I succeed. A. Yes, but not always. B. No, but I want to be more aware of it. C. No, not interested. 11. Do you know H&M has a conscious collection? A. Yes, I often purchase. B. Yes, I am aware of it but did not purchase it yet. C.No, I did not know
7. With which statement do you agree at most? A. I prefer to buy a more expensive pair of trousers which I can use for a long time. B. I’d rather buy a lot affordable garments which I can use for a short period of time.
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GRAPHS
How old are you? 12
10
Percent
8
6
4
2
0
15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 36 38 45 47 48 50 52 53 54 56 59 65 67
13 What is your gender?
Male Female
27%
Page 1
73%
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GRAPHS
Where do you live? 100
Frequency
80
60
40
20
0
The Netherlands
Foreign Country
14 What is your highest level of education?
18%
High school degree Secondary vocational education (MBO) Higher professional education (HBO) University (WO)
16%
24% 42%
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GRAPHS
60
50
Count
40
30
20
10
0
If the garment is usable for a long time
If the garment has a low price
If the garment is based on the latest fashion trends
If the garment is produced under acceptable working conditions
What is the most important reason for you to buy a garment
15 With which statement do yo agree at most?
Percent
60
40
20
0
I prefer to buy a more expensive pair of trousers which I can use for a long time
I'd rather buy a lot affordable garments which I can use for a short period of time
With which statement do yo agree at most? Page 1
Project Y - Data Analysis
Project Y - Data Analysis GRAPHS
Is this statement applicable for you?
I did not purchase a piece of clothing because I had doubts about the garmentĘźs origin (not social responsible). Yes No
20%
80%
16
What do you do with a garment when it is no longer usable?
4%
8%
I throw it away I bring it back to H&M for the recycle process I give it to someone else / sell it I bring it to a special box for charity I reuse it myself
3%
31% 54% Page 1
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Project Y - Data Analysis GRAPHS
60
50
Percent
40
30
20
10
0
Yes, I succeed
Yes, but not always
No, but I want to be more aware of it
No, not interested
Do you try to live in a sustainable way?
17
Do you know that H&M has a conscious collection? Yes, I often purchase Yes, I am aware of it but did not purchase it yet No, I did not know
11%
40%
49%
Page 1
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Chi-square test Education by Statement Statistics Descriptives There is no sign. Relationship between Education and buying behaviour (Expensive or affordable garments) Case Processing Summary Cases Valid N With which statement do yo
Missing Percent
100
N
100,0%
Total
Percent 0
N
0,0%
Percent 100
100,0%
agree at most? * What is your highest level of education?
With which statement do yo agree at most? * What is your highest level of education? Crosstabulation Count What is your highest level of education? High school degree With which statement do yo
I prefer to buy a more
agree at most?
expensive pair of trousers
Secondary
Higher
vocational
professional
education (MBO)
education (HBO)
12
15
29
University (WO) 14
Total 70
4
9
13
4
30
16
24
42
18
100
which I can use for a long time I'd rather buy a lot affordable garments which I can use for a short period of time Total
Chi-Square Tests Asymptotic Significance (2Value Pearson Chi-Square
df
sided)
1,370a
3
,713
1,381
3
,710
Linear-by-Linear Association
,132
1
,717
N of Valid Cases
100
Likelihood Ratio
a. 1 cells (12,5%) have expected count less than 5. The minimum expected count is 4,80.
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Chi-square test Gender by Applicable Statistics Descriptives There is no sign. Relationship between gender and buying behaviour (Value the origin of a garment, Yes or No)
Case Processing Summary Cases Valid N What is your gender? * Is
Missing Percent
100
N
Total
Percent
100,0%
0
N
0,0%
Percent 100
100,0%
this statement applicable for you?
What is your gender? * Is this statement applicable for you? Crosstabulation Count Is this statement applicable for
19
you? Yes What is your gender?
No
Male Female
Total
Total
4
23
27
16
57
73
20
80
100
Chi-Square Tests Asymptotic Value Pearson Chi-Square Continuity
Correctionb
Likelihood Ratio
,622
df
Significance (2-
Exact Sig. (2-
Exact Sig. (1-
sided)
sided)
sided)
a
1
,430
,257
1
,612
,652
1
,419
Fisher's Exact Test
,577
Linear-by-Linear Association
,615
N of Valid Cases
100
1
,433
a. 0 cells (,0%) have expected count less than 5. The minimum expected count is 5,40. b. Computed only for a 2x2 table
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Chi-square test Gender by usability Statistics Descriptives There is no sign. Relationship between gender and recycling. Case Processing Summary Cases Valid N What is your gender? * What
Missing Percent
100
N
100,0%
Total
Percent 0
N
0,0%
Percent 100
100,0%
do you do with a garment when it is no longer usable?
What is your gender? * What do you do with a garment when it is no longer usable? Crosstabulation Count What do you do with a garment when it is no longer usable?
I throw it away What is your gender?
I bring it back to
I give it to
I bring it to a
H&M for the
someone else /
special box for
sell it
charity
recycle process
I reuse it myself
20
Total
Male
4
0
6
16
1
27
Female
4
3
25
38
3
73
8
3
31
54
4
100
Total
Chi-Square Tests Asymptotic Significance (2Value Pearson Chi-Square
df
sided)
4,374a
4
,358
4,970
4
,290
Linear-by-Linear Association
,150
1
,698
N of Valid Cases
100
Likelihood Ratio
a. 5 cells (50,0%) have expected count less than 5. The minimum expected count is ,81.
Project Y - Data Analysis
Project Y - Data Analysis GRAPHS
Chi-square test Gender by H&M Statistics Descriptives There is a sign. Relationship between gender and buying behaviour (Aware/ Not aware of H&M conscious collection )
Case Processing Summary Cases Valid N What is your gender? * Do
Missing Percent
100
N
100,0%
Total
Percent 0
N
Percent
0,0%
100
100,0%
you know that H&M has a conscious collection?
21
What is your gender? * Do you know that H&M has a conscious collection? Crosstabulation Count Do you know that H&M has a conscious collection? Yes, I am aware
What is your gender?
Yes, I often
of it but did not
No, I did not
purchase
purchase it yet
know
Male Female
Total
1
4
22
10
45
18
73
11
49
40
100
Chi-Square Tests Asymptotic Significance (2Value Pearson Chi-Square
df
sided)
26,522a
2
,000
Likelihood Ratio
27,190
2
,000
Linear-by-Linear Association
20,456
1
,000
N of Valid Cases
Total
100
a. 1 cells (16,7%) have expected count less than 5. The minimum expected count is 2,97.
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Chi-square test Statistics There is no sign. Relationship between education and way of living. Case Processing Summary Cases Valid N What is your highest level of
Missing Percent
100
N
100,0%
Total
Percent 0
N
0,0%
Percent 100
100,0%
education? * Do you try to live in a sustainable way?
What is your highest level of education? * Do you try to live in a sustainable way? Crosstabulation Count Do you try to live in a sustainable way? No, but I want to Yes, I succeed
Yes, but not
be more aware of
always
it
No, not interested
Total
What is your highest level of
High school degree
0
11
4
1
16
education?
Secondary vocational
1
15
3
5
24
1
21
18
2
42
0
12
6
0
18
2
59
31
8
100
22
education (MBO) Higher professional education (HBO) University (WO) Total
Chi-Square Tests Asymptotic Significance (2Value Pearson Chi-Square Likelihood Ratio
df
sided)
14,102a
9
,119
15,253
9
,084
Linear-by-Linear Association
,020
1
,889
N of Valid Cases
100
a. 9 cells (56,3%) have expected count less than 5. The minimum expected count is ,32.
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GRAPHS
Oneway Age by Applicable Statistics Descriptives There is no sign. Relationship between age and buying behaviour (Value origin of the garment. Yes or No) Descriptives How old are you? 95% Confidence Interval for Mean N
23
Mean
Std. Deviation
Std. Error
Lower Bound
Upper Bound
Minimum
Maximum
Yes
20
24,60
10,081
2,254
19,88
29,32
17
53
No
80
28,43
13,324
1,490
25,46
31,39
15
67
100
27,66
12,788
1,279
25,12
30,20
15
67
Total
ANOVA How old are you? Sum of Squares Between Groups
df
Mean Square
234,090
1
234,090
Within Groups
15956,350
98
162,820
Total
16190,440
99
F 1,438
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Sig. ,233
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GRAPHS
Oneway Age by Statement Statistics Descriptives There is a sign. Relationship between age and buying behaviour (Expensive or affordable garments)
Descriptives How old are you? 95% Confidence Interval for Mean N I prefer to buy a more
Mean 70
Std. Deviation
29,63
Std. Error
14,096
Lower Bound
1,685
26,27
Upper Bound 32,99
Minimum 15
Maximum 67
expensive pair of trousers
24
which I can use for a long time I'd rather buy a lot affordable
30
23,07
7,372
1,346
20,31
25,82
17
52
100
27,66
12,788
1,279
25,12
30,20
15
67
garments which I can use for a short period of time Total
ANOVA How old are you? Sum of Squares Between Groups
df
Mean Square
904,230
1
904,230
Within Groups
15286,210
98
155,982
Total
16190,440
99
F 5,797
Sig. ,018
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GRAPHS
Onway Age by H&M Statistics Descriptives There is no sign. Relationship between age and buying behaviour (Aware/Not aware of H&M conscious collection))
Descriptives How old are you? 95% Confidence Interval for Mean N
Mean
Std. Deviation
Std. Error
Lower Bound
Upper Bound
Minimum
Maximum
Yes, I often purchase
11
26,73
9,748
2,939
20,18
33,28
18
53
Yes, I am aware of it but did
49
25,41
10,043
1,435
22,52
28,29
16
52
40
30,68
15,833
2,503
25,61
35,74
15
67
100
27,66
12,788
1,279
25,12
30,20
15
67
not purchase it yet No, I did not know Total
25
ANOVA How old are you? Sum of Squares Between Groups
df
Mean Square
621,646
2
310,823
Within Groups
15568,794
97
160,503
Total
16190,440
99
F
Sig.
1,937
,150
Multiple Comparisons Dependent Variable: How old are you? Tukey HSD (I) Do you know that H&M has
(J) Do you know that H&M has
a conscious collection?
a conscious collection?
Yes, I often purchase
Yes, I am aware of it but did
Mean Difference (I-J)
95% Confidence Interval Std. Error
Sig.
Lower Bound
Upper Bound
1,319
4,227
,948
-8,74
11,38
not purchase it yet No, I did not know
-3,948
4,313
,632
-14,21
6,32
Yes, I am aware of it but did
Yes, I often purchase
-1,319
4,227
,948
-11,38
8,74
not purchase it yet
No, I did not know
-5,267
2,700
,130
-11,69
1,16
No, I did not know
Yes, I often purchase
3,948
4,313
,632
-6,32
14,21
Yes, I am aware of it but did
5,267
2,700
,130
-1,16
11,69
not purchase it yet
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GRAPHS
Oneway Age by Live Sustainable Statistics Descriptives There is a Sig. relationship
Descriptives How old are you? 95% Confidence Interval for Mean N Yes, I succeed
Mean
Std. Deviation
Std. Error
Lower Bound
Upper Bound
Minimum
Maximum
2
34,50
21,920
15,500
-162,45
231,45
19
50
Yes, but not always
59
29,73
13,729
1,787
26,15
33,31
16
67
No, but I want to be more
31
21,52
5,949
1,068
19,33
23,70
16
50
8
34,50
16,151
5,710
21,00
48,00
15
56
100
27,66
12,788
1,279
25,12
30,20
15
67
aware of it No, not interested Total
ANOVA How old are you? Sum of Squares Between Groups
df
Mean Square
1890,537
3
630,179
Within Groups
14299,903
96
148,957
Total
16190,440
99
F 4,231
Sig. ,007
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