Table 1. Example Quotes from One of the... | Emerald Publishing

Table 1.

Example Quotes from One of the Focus Group Discussions.

Subject Matter Discussed in the Focus Group	Example Quotes from the Focus Group Discussions
The sustainability orientation – purchase intention relationship	(FG1, Female, The Netherlands) ‘but nowadays you can choose from so many different things so if you don’t like that part of it you can buy something else, like there are even newer brands that do everything sustainable’.
The sustainability orientation – brand commitment relationship	(FG1, Female, Sweden) ‘I know that if you look at H&M they are working, ’cause they have been criticised a lot, like just for example now they even make special collections that are more environmental friendly. They use recycled materials to make new clothes and stuff like that because they have been criticised a lot. Then I’m not saying what they’re doing, or that everything is great but they [are]at least taking steps into making things better’.
The brand commitment – purchase intention relationship	(FG1, Male, Germany): ‘I want very good quality that’s right but oh that’s true my shoes are from the same brand because I’ve known of the quality there and they’re made in the US … it’s a brand that fits my expectations …’.

Subject Matter Discussed in the Focus Group	Example Quotes from the Focus Group Discussions
The sustainability orientation – purchase intention relationship	(FG1, Female, The Netherlands) ‘but nowadays you can choose from so many different things so if you don’t like that part of it you can buy something else, like there are even newer brands that do everything sustainable’.
The sustainability orientation – brand commitment relationship	(FG1, Female, Sweden) ‘I know that if you look at H&M they are working, ’cause they have been criticised a lot, like just for example now they even make special collections that are more environmental friendly. They use recycled materials to make new clothes and stuff like that because they have been criticised a lot. Then I’m not saying what they’re doing, or that everything is great but they [are]at least taking steps into making things better’.
The brand commitment – purchase intention relationship	(FG1, Male, Germany): ‘I want very good quality that’s right but oh that’s true my shoes are from the same brand because I’ve known of the quality there and they’re made in the US … it’s a brand that fits my expectations …’.