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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 theirdoi:10.32920/ryerson.14654691 fatcat:oi2itfvdqfgfvaltyneqyb7rei