Table 1

Summary of results

HypothesesStudy 1Study 2
H1When the COO is at a greater (vs smaller) distance from the consumer, their willingness to donate is reducedSupportedSupported
H2The inclusion of personal images on swing tags mitigates the negative effect of a distant COOSupportedSupported
H3The inclusion of personal images (vs no image) increases pleasure-seeking and thereby positively impacts actual donations to ensure fair working conditions in a distant country of originSupportedSupported

Source(s): Table created by authors

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