Determining actual purchase behaviour from willingness to pay: examining the sale of ethical cotton T-shirts within a festival context
Bibliographic record
Abstract
The sale and purchase of socially and environmentally responsible festival clothing is a way for both attendees and event organizers to engage in ethical consumption. While existing research examines hypothetical willingness to pay for ethical festival clothing, there has been no research done on actual purchase behaviour. This study examined if attendees at Mariposa Folk Festival in Ontario, Canada would pay a premium for ethical festival t-shirts, and examined variables that influenced their purchase decision. A natural field experiment recorded the purchase of 350 festival t-shirts, and from this sample 181 purchasers participated in a supplementary survey. Results revealed that attendees paid a premium for the ethical festival t-shirts, and that purchase decision was effected by the visibility of the ethical certification, cost, and promotion of the ethical festival t-shirts at the t-shirt emporium. These results provide insight into what consumers are actually willing to pay for ethical festival clothing and the motivations behind their purchase decisions.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.006 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.000 |
| Science and technology studies | 0.000 | 0.001 |
| Scholarly communication | 0.001 | 0.000 |
| Open science | 0.000 | 0.000 |
| Research integrity | 0.000 | 0.001 |
| Insufficient payload (model declined to judge) | 0.003 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".