The effects of information on young consumers’ attitudes and purchase intentions of fashion products made of fur, leather, and wool

Minjung Lee, Elena Karpova and Fatma Baytar

Journal of Global Fashion Marketing, 2019, vol. 10, issue 2, 177-193

Abstract: The purpose of this study was to examine how sidedness of information affects consumer attitudes, subjective norms, and purchase intentions of fashion goods made of fur, leather, and wool. An experimental study using a randomized multi-group design with four levels of treatment was conducted. Participants (N = 1,533) were assigned to read one of four product information texts before completing an online survey. Participants’ attitude and subjective norms toward purchasing fashion products made of fur, leather, and wool were significantly different depending on whether they were exposed to: (1) one-sided information against using animal-based materials, (2) one-sided information promoting use of animal-based materials, (3) two-sided information presenting both sides; or (4) information not related to fashion products made of animal-based materials (control group). The findings are useful for marketing professionals, consumers who want to make informed and unbiased purchase decisions, and fashion educators for developing curriculum to prepare ethical and responsible future industry professionals and implementing effective teaching strategies.

Date: 2019
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DOI: 10.1080/20932685.2019.1577160

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