Data Collection and Survey Analysis

Introduction

This chapter consists of the collected data. It presents survey questionnaire as the process employed in acquiring data, the sampling approach and results, and subsequently evaluation and assessment process and obtained data. Notably, the study followed the pragmatic ideological framework hence the findings aligns with subjectivity and objectivity of the participants as well as expressing the data within a realistic and truthfulness paradigm. Primarily, the chapter is sub-sectioned into two parts. The results of primary research are presented in tables and diagrams which clearly illustrate the numbers of answers and respondents in percentage. Lastly, it discusses the findings of the survey in relation with previously conducted research within the organic and ecological products.

Presentation of primary research findings

Primary research was conducted using quantitative method where an online and face-to-face survey was conducted. Nevertheless, the online data was perceived unreliable due limited or totally lack of measures and systems counterchecking the participants, biasness in collected data attributable to non-randomized distribution channels, and likelihood of respondents not fully engaging with the questions or entire research as well as the use of anonymous survey therefore difficulty in determining the respondents. Due to the fact that results of the online survey were not very reliable, the results of the online surveys are not described in this chapter.

Me Lulu Baby brand’s distributor for Poland is a medical company, which among other services offers Ultrasound examination for babies (twice a week). Prepared surveys were conducted among mothers who come for medical examination with babies. The surveys were conducted during 8 weeks period and 168 surveys were filled. Extensively, all the respondents are mothers who are customers of the company hence enhancing the quality and reliability of the findings. Furthermore, due to the fact that mothers of newborn babies are very busy and often distracted, the survey contained only essential and highly efficient questions. Answers for those questions gave maximum results, showing knowledge, attitudes, and intentions.

In the first part of the chapter, it covers the analysis of data collected from survey about organic cotton. Largely, it is strictly about organic cotton and the questions aimed to examine customers’ knowledge about organic cotton. Whereas, the second subsection, outlines the data and analysis of survey on organic and ecologic products as produced by Me Lulu for babies. Within this second subsection, it contains questions about customers’ attitudes towards sustainability and this part aims to examine their attitudes and if independently to their knowledge are they willing to find out more and try organic products.

Part One: Survey about Organic Cotton

Participants’ awareness of organic cotton

Observably from the table above, majority of the research participants (72 a representation on 42.9%) indicate being aware of the prevalence of organic cotton but cannot differentiate the products with organic cotton. The participants who pointed having clear knowledge including difference of the organic cotton were 60 individuals representing 35.7%. Only 24.4% of the respondents claiming having no idea on this cotton type, indicates positive direction towards healthy and approaches towards lessening the implication methods and materials on eco-system. Given that the organic products use no or very little toxins in pesticides, herbicides, insecticides, or genetically modified organisms that are harmful farmers, factory workers, consumers, and other environment elements. Additionally, those who were not aware about organic cotton but willing to learning double those indicating reservation towards to the organic cotton as cloth raw materials. The chart below shows visual distribution of participants’ awareness of the organic cotton.

Knowledge of production of traditional cotton

The answers for on knowing ways in which traditional cotton is produced question show that 65% of respondents are aware of how traditional cotton is obtained. In addition, 21% of the potential customers do realise that chemicals and other harmful substances are used in the process and 36% of respondents know that it might be not ethical. 29% of the potential customers do not know how traditional cotton is produced and 14% decided that it does not matter how the traditional cotton is produced. The final conclusion is that more that 60% respondents to the question are aware in some way and they need to be reminded or given more information and 33% of potential customers need to be fully educated about the risk factors in traditional cotton and convinced that it is an important issue. Using the visual representation of the participants responses (figure 2 below), it is evident that huge gap of prevalence of awareness implication of using chemicals during production particularly on infringement of human rights. Similarly, at 29%, those who are not aware of ways and materials including usage of toxins during production of traditional cotton shows considerable gap of awareness on sources of product raw materials.

Awareness of organic cotton not using chemicals that might affect baby health

The results for the above question present the same number of different answers. From the table above, 71% of the respondents (120) are aware that organic cotton is free from pesticides and chemical substance but only half of them (36%) often choose organic cotton. 14% of asked mothers do not know that organic cotton is produced without use of any chemicals that have negative impact on baby’s skin and 14% decided that it does not matter. Therefore it is advice to encourage and educate more 72% of respondents by exposing them on marketing campaign and reminding about importance or organic cotton. Using the above findings, it is clear that 28% of respondents should be fully educated on production process of and there is still a chance that with appropriate knowledge they choose organic cotton.

Awareness of sensitivity and proneness of baby’s skin to harmful chemicals maganized in traditional cotton

Observably, the above table shows considerably high number of respondents (92.9%) on effects held by chemicals found in traditional cotton to the heath of a baby. Although only 7.1% (12 respondents) stating not being aware of danger posed chemicals used during production of traditional cotton to the health of babies, this in a larger scale can be significant to general population considering that 7 in every 100 babies are in danger of such chemical-related health complication.

From above data and chart, the responses to the question clearly show that the majority of the potential customers are aware that baby’s skin is sensitive, a few times thinner that the adult’s skin and prone to harmful chemicals. Nevertheless, it does not indicate the outcome of the knowledge. They are aware of the problem but it does not mean that they are aware of the solutions.

Learning about organic cotton and organic products

The answers for that question show that majority of people are interested in finding out about sustainability aspects and try organic products. Using the above table, 116 respondents representing 69% of participants indicated openness to learning and being aware of production process and subsequent benefits of using organic products ranging from healthcare of the user, farmers exposure to harmful chemicals, and environmental effects. Those answers demonstrate positive attitude towards organic cotton.

Nevertheless, 52 respondents (31%) stated they are not willing to learn about the organic cottons and its respective products outlines a worrying trend. A strategy is required structured in manner it will buy in those with no interest of the organic cotton and products to learn about their respective benefits.

Part 2: Survey about organic and ecological products for babies

Comparison of clothes and toys made of ecological materials with those traditional produced

From the table above, the answers for that question on whether the participants believe there is difference between ecological and traditions materials where the former are better for a baby showed that majority of people (82%) think that clothes and toys made of ecological materials are better for baby. Although 32% of these people were absolutely sure about it and 50% assumes that sustainable products are better in comparison to those produced from traditional raw materials. On the other hand, 14% of people who respondent to the question expressed doubts stating that organic and ecological products are rather not better than traditional products and 4% of the respondents were absolutely sure that ecologically produced products are not better. As can be visualized below, the indication points to that considerably high percentage of people have positive attitudes towards organic clothes and toys which is a positive a factor that convince them to use or buy this sustainable products.

Checking source of children product while buying

From the table and chart above, significantly high portion of the participants indicated taking precautionary measures to check the sources of baby products while buying. Although 29% stating always checking source beforehand, this concern on products source sets a positive purview towards developing a quality and sustainable products. Educating the consumers through campaigns on the producers who observe strictly the safety of the consumer (baby) and produces quality products will ultimately reduce any health related problems. Conversely, only 1.6% stating not checking the product source while 5.9% (10 respondents) perceive it having less importance.

Consumers checking whether the products production align to human rights

Using the above data, 21% of the participants indicated always checking whether producers of the products observed human rights during production. Whereas, 36% noted to sometime check. Nevertheless, more than 33% of respondents to the questions stating neither checking nor has little if no effect to them. Given the severity of human rights violation in clothing and fashion industry, these findings indicate a worrying trends with a third not concern with promotion of human rights within the industry.

Paying more for organic and ecological products

Furthermore, the research inquired whether consumers should pay more for products (clothes and toys) made from organic and ecological materials. The table below shows participants responses to the question

It is evident from the answers to that question show that majority of people are willing to pay more for products that are organic. The responses also can be used to determine and revise prices for the products because only 11% of the potential customers are willing to pay more no matter what the difference in price is. Majority of the customers (43%) are willing to pay more if the price is not higher than 20% and 23% of the customers are willing to pay more if the price is not higher than 50%. However, 23% of the customers are not willing to pay more for organic products. These demonstrate the influence held by pricing on consumers purchase and usage of organically produced products acting as a significant driving force in the industry.

Discounting and incentives (returning) as encouragement to buying organic products

With 71% of the participants indicating setting a policy where one can return old clothes in exchange with similar organic cotton encourages them to buy new organic products. Despite nearly half of those with these perception stating that they will definitely take the opportunity, design these discount and incentives in a manner that attacks in terms of money value or coupons is fundamental to entire process. More so, given that only one participant claimed definitely will be discouraged by the initiative while 28% holding near neutrality of being influenced by discount strategy, it shows such approaches can significantly influence positively buying and usage of organic products. Ideally, these findings reflect the new idea of making the brand even more sustainable. It is grounded on the fact that babies grow very fast requiring regular change new and bigger clothes and toys.

Discussion

Before entering to the Poland market, minor primary research was conducted to examine if there is interest in organic and ecological products for babies. Based on the findings of this research, it evident that the results are not specific enough with many disjointed gaps organic products availability and consumers’ willingness or capability to buy organic clothes and toys. The findings indicate that people were interested in organic products but there was no data about how much more are they willing to pay or what would convince them to choose organic. Particularly, developing strategies and approaches such as discounts or organic products-return incentives aimed encouraging consumers to buy new organic products (clothes and toys) demonstrated the influence held by such methods on perception and attitudes towards the products. It gives an overview for potential customers’ knowledge and attitudes. Participants clearly have positive attitude shown by correlation in responses to different questions but it indicated misalignment in knowledge where it not complete and having some concerns. Importance of product prices on consumers’ perception and buying was found to greatly interconnect. From the findings, it is very important that at this stage price issue was clearly stated. According to the data, people are not willing to pay more than 50% more for organic products and they would be more willing to do that if the price was only 20% higher than a price of traditional product. As such, one can argue that it is necessary to adjust the prices and to educate people more so they can fully understand all the benefits from organic cotton and maybe that would modify their opinion and make them willing to pay even price higher that 50%.

The literature on sustainable fashion presents that people are becoming more aware of ecological issue and their attitude is shifting to more positive towards the products. According to Oroian et al. (2017), consumers are more concern with health issues and sustainability of the organic products that include the clothes and food products. Research conducted by Chen (2007) and Yeon Kim and Chung (2011) demonstrated similar outcome arguing that are primarily concerned with health and environmental aspects in the in organic food industry. Although organic food and clothing industries are different, the consumers in both field share a common aspects on predominantly the environmental and producers (farmers and workers in industrial setting). Study on environmental sustainability in fashion industry done by Caniato et al. (2012) found that adopting green practices by both the consumers and business entities requires devoted attention on various sustainability components that include raw materials, manufacturing, processing, and supply process. According to Gam et al. (2010), it greatly dependent on consumers’ willingness to purchase the organic products. Findings from various studies in line with those found by this research where price, product characteristics, and incentives play a key role in consumers’ selection of organic products (Gam et al., 2010; Chan, and Wong, 2012; Annunziata et al., 2011).

Despite increasing research in the field relating to influencing components towards sustainable clothing and fashion industry, there are still voices stating that organic or ecological products can be boring and not very fashionable. That is a valuable tip for designers and brands’ owners to work on original and interesting products while making it sustainable. There is also a gap in the available literature. There are no accessible sources about attitudes of mothers and pregnant women towards sustainable organic and ecological products for baby in Poland. Presented research gives an overview for knowledge and attitudes and can be used.

References

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