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Green Leather for Ethical Consumers in China and Korea: Facilitating Ethical Consumption with Value–Belief–Attitude Logic

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Abstract

Using an innovative fabrication technique, eco-friendly faux leather (EFFL) has been newly developed as a green leather alternative for the Chinese and Korean markets. Value–belief–attitude logic drawn from the heuristic-systemic model (Zuckmand and Chaiken in Psychol Mark 15(7):621–642, 1998) and value–belief–norm theory (Stern et al. in Environ Behav 27(6):723–743, 1995) is proposed to explicate the consumer acceptance attitudes toward the EFFL product. The findings from the multi-group structural equation modeling analysis of online data (n = 600) support the relevancy of VBA logic in which utilitarian and hedonic value motivate pro-environmental belief, and the EFFL product attributes significantly mediate belief and positive attitude toward the EFFL product. The discrepancies across two countries and two age cohorts are noteworthy when pro-environmental belief and product-related information lead to different consumer VBA processes in specific market segments. This study presents insights which provide novel opportunities for managerial implementations and theoretical advancements in eco-friendly related subjects and issues.

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Acknowledgment

This work was supported by the National Research Foundation of Korea (NRF) grant funded by the Korea government (MEST) (No. 20110028966).

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  1. Department of Fashion Design, Chung-Ang University, 4726 Seongdongdae-ro, Daedeok-myeon, Anseong-si, 456-756, South Korea

    Hye Jung Jung & Kyung Wha Oh

  2. College of Merchandising, Hospitality, & Tourism, University of North Texas, 1155 Union Circle, #311100, Denton, TX, 76203-5017, USA

    HaeJung Kim

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Appendix 1

Appendix 1

See the Tables 7, 8 and 9

Table 7 The educational level group comparisons of path coefficients
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Table 8 The marital status group comparisons of path coefficients
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Table 9 The occupation group comparisons of path coefficients
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Jung, H.J., Kim, H. & Oh, K.W. Green Leather for Ethical Consumers in China and Korea: Facilitating Ethical Consumption with Value–Belief–Attitude Logic. J Bus Ethics 135, 483–502 (2016). https://doi.org/10.1007/s10551-014-2475-2

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  • DOI: https://doi.org/10.1007/s10551-014-2475-2

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