Satirizing the Clothing Industry on YouTube: How Political Satire and User Comments Jointly Shape Behavioral Intentions

Figures & data

Figure 1. Conceptual model.

Figure 2. Screenshot of the mimicked YouTube-environment depicting negative comments.

Table 1. Survey items measuring behavioral intention.

	Behavioral Intention Scale
	How likely is it that you will execute one of the following behaviors in the future?
(a)	Seek further information about the clothing industry.
(b)	Consider the circumstances in which a piece of clothing was fabricated when deciding whether or not to buy it.
(c)	Talk about the problems within the clothing industry with others.
(d)	Support a campaign or organization that aims to make the clothing industry more sustainable.
(e)	Act as a volunteer against the clothing industry.
(f)	Sign an (online) petition calling for legislation aimed at increasing transparency within the clothing industry.
(g)	Check where a piece of clothing was produced before buying it.
(h)	Share this video with other people.
(i)	Tell other people about the injustice within the clothing industry.
(j)	Donate money to an organization fighting child labor.
(k)	Encourage other people to stand against the clothing industry.
(l)	Boycott specific clothing brands (e.g., Primark, H&M, C&A).

Figure 3. The tested mediation model including the valence of user comments (independent variable), behavioral intentions (dependent variable), and subjective knowledge, eudaimonic entertainment experiences, and hedonic entertainment experiences (mediators). Path coefficients indicate unstandardized effects.

Data Availability Statement

The data described in this article are openly available in the Open Science Framework at https://osf.io/jw2yr/.