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International Journal of Interdisciplinary Research

Table 4 Results of hypotheses

From: Creativity and sustainable apparel retail models: does consumers’ tendency for creative choice counter-conformity matter in sustainability?

Hypotheses β p value Hypotheses testing results
H1 Consumers’ intention to accept the new sustainable apparel retail models:
 (a) Sale of redesigned clothing 0.424 <0.000*** Supported
 (b) Clothing repair/alteration service 0.283 <0.000*** Supported
 (c) Clothing renting 0.136 <0.014* Supported
 (d) Clothing swapping 0.175 <0.003** Supported
 (e) Style consultancy service
is significantly influenced by consumers’ tendency for creative choice counter-conformity (TCCC)
0.298 <0.000*** Supported
H2ac Consumers’ intention to accept the new sustainable retail model (a) sale of redesigned clothing is significantly influenced by (c) education. −0.209 p < 0.013* Supported
H2bb Consumers’ intention to accept the new sustainable retail model (b) clothing repair/alteration service is significantly influenced by (b) income. 0.205 p < 0.021* Supported
H2ca Consumers’ intention to accept the new sustainable retail model (c) clothing renting is significantly influence by (a) age. −0.178 p < 0.034* Supported
H3 The salience of effects between consumers’ TCCC and intention to accept the new sustainable apparel retail models will be different across groups
 (a) At different ages \(\chi_{diff}^{2}\) = 41.842 <0.000*** Supported
 (b) With different income \(\chi_{diff}^{2}\) = 44.078 <0.000*** Supported
 (c) With different level of education \(\chi_{diff}^{2}\) = 39.125 <0.000*** Supported
  1. * p < 0.05, ** p < 0.01, *** p < 0.001