Green Leather for Ethical Consumers in China and Korea: Facilitating Ethical Consumption with Value–Belief–Attitude Logic
- 1.3k Downloads
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.
KeywordsEco-friendly faux-leather (EFFL) products Ethical consumption Value–belief–attitude logic
This work was supported by the National Research Foundation of Korea (NRF) grant funded by the Korea government (MEST) (No. 20110028966).
- Ajzen, I. (1988). Attitudes, personality, and behavior. Chicago: Dorsey Press.Google Scholar
- Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.Google Scholar
- Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour. Englewood Cliffs: Prentice-Hall.Google Scholar
- Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95.Google Scholar
- Babin, B. J., & Harris, E. G. (2009). CB. A value-based approach. Mason: South-Western Cengage Learning.Google Scholar
- Bezençon, V., & Blili, S. (2010). Ethical products and consumer involvement: What’s new?.European Journal of Marketing, 44(9/10), 1305–1321.Google Scholar
- Binkley, C. (2010). Charity gives shoe brand extra shine; Toms and other companies make philanthropy central to their business–and their marketing. Wall Street Journal (Online). Retrieved from http://online.wsj.com/article/SB10001424052702304252704575155903198032336.html.
- Bock, G. W., Zmud, R. W., Kim, Y. G., & Lee, J. N. (2005). Behavioral intention formation in knowledge sharing: Examining the roles of extrinsic motivators, social-psychological forces, and organizational climate. MIS Quarterly, 29(1), 87–111.Google Scholar
- Browne, B. A., & Kaldenberg, D. O. (1997). Conceptualizing self-monitoring: links to materialism and product involvement. Journal of Consumer Marketing, 14(1), 31–44.Google Scholar
- Chandon, P., Wansink, B., & Laurent, G. (2000).A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64(4), 65–81.Google Scholar
- Cherrier, H., & Murray, J. (2002). Drifting away from excessive consumption: A new social movement based on identity construction. Advances Consumer Research, 29, 245–247.Google Scholar
- Conner, M., & Sparks, P. (1996). The theory of planned behaviour and health behaviours. In M. Conner & P. Norman (Eds.), Predicting health behavior (pp. 121–162). Buckingham, UK: Open University Press.Google Scholar
- De Buckle, T. S (2001). The leather global value chain. Accessed February 23, 2013, from http://www.inti.gov.ar/cadenasdevalor/documentacion/industriadelcuero.pdf.
- Eagly, A., & Chaiken, S. (1993). The psychology of attitudes. Fort Worth, TX: Harcourt Brace.Google Scholar
- Ellen, P. S. (1994). Do we know what we need to know? Objective and subjective knowledge effects on proecological behaviors. Journal of Business Research, 30(1), 43–52.Google Scholar
- Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior. New York: Dryden Press.Google Scholar
- Fiore, A. M., & Damhorst, M. L. (1992). Intrinsic cues as predictors of perceived quality of apparel. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 5, 168–178.Google Scholar
- Fletcher, K. (2013). Sustainable fashion and textiles: design journeys. New York: Routledge.Google Scholar
- Godin, G., & Kok, G. (1996). The theory of planned behavior: a review of its applications to health-related behaviors. American Journal of Health Promotion, 11(2), 87–98.Google Scholar
- Hair, J. F., William, C. B., Barry, J. B., & Anderson, R. E. (2010). Multivariate data analysis. Englewood Cliffs, NJ: Prentice Hall.Google Scholar
- Hoek, J., Roling, N., & Holdsworth, D. (2012). Ethical claims and labeling: An analysis of consumers’ beliefs and choice behaviors. Journal of Marketing Management, 29(7–8), 37–41.Google Scholar
- Hofstede, G. (1984). Culture’s consequences: international differences in work-related values. Newbury Park, CA: Sage Publications.Google Scholar
- Holgar, M., Foth, M., & Ferrero-Regis, T. (2009). Fashion as a communication medium to raise environmental awareness and sustainable practice. In Australian and New Zealand communication association conference, 8–10 July 2009, Queensland University of Technology, Brisbane, QLD.Google Scholar
- Hustvedt, G., Peterson, H. H., & Chen, Y. J. (2008). Labelling wool products for animal welfare and environmental impact. International Journal of Consumer Studies, 32(5), 427–437.Google Scholar
- Jeong, S. W., & Lee, K. (2014). Impact of evaluative criteria on satisfaction and dissatisfaction: Identifying the role of knitwear involvement. Fashion and Textiles, 1–9. doi: 10.1186/s40691-014-0009-2.
- Johnson, K., Lennon, S. J., & Rudd, N. (2014). Dress, body and self: Research in the social psychology of dress. Fashion and Textiles, 1–20. doi: 10.1186/s40691-014-0020-7.
- Joireman, J. A., Lasane, T. P., Bennett, J., Richards, D., & Solaimani, S. (2001). Integrating social value orientation and the consideration of future consequences within the extended norm activation model of proenvironmental behaviour. British Journal of Social Psychology, 40(1), 133–155.CrossRefGoogle Scholar
- Kim, H., Ahn, S.-K., & Forney, J. A. (2014). Shifting paradigms for fashion: From total to global to smart consumer experience. Fashion and Textiles, 1–15. doi: 10.1186/s40691-014-0015-4.
- Klandermans, B. (1992). Persuasive communication: Measures to overcome real-life social dilemmas. In W. Liebrand, D. M. Messick, & H.Wilke (Eds.), Social dilemmas: Theoretical issues and research findings (pp. 307–318). Oxford: Pergamon.Google Scholar
- Kluckhohn, C. (1951). Values und value orientations in the theory of action: An exploration in definition and classification. In T. Parsons & E. A. Shils (Eds.), Toward a general theory of action (pp. 388–433). New York: Harper and Row.Google Scholar
- Langeland, L. (1998). On communicating the complexity of a green message. Part 1: The Max Havelaar case. Greener Management International, 22(Summer), 96–107.Google Scholar
- Levy, G. R. (1996). Consumer marketing in china: chasing billions, catching millions. Hong Kong: Economist Intelligence Unit.Google Scholar
- Newholm, T. (2005). Case studying ethical consumers’ projects and strategies. The Ethical Consumer (pp. 107–124). London: SAGE Publications Ltd.Google Scholar
- North, E. J., De Vos, R. B., & Kotzé, T. (2003). The importance of apparel product attributes for female buyers. Journal of Family Ecology and Consumer Sciences, 31(1), 41–51.Google Scholar
- Nunnally, J. C. (1978). Psychometric Theory. New York: McGraw-Hill.Google Scholar
- Olson, J. C. (1977). Price as an informational cue: Effects on product evaluations. In A.G. Woodside, et al. (Eds.), Consumer and industrial buying behavior (pp. 267–286). New York: North-Holland.Google Scholar
- Olson, J. C., & Jacoby, J. (1972). Cue utilization in the quality perception process. In M. Venkatesan (Ed.), Proceedings of the Third Annual Conference of the Association for Consumer Research. (pp. 167–179). Iowa City: Association for Consumer Research.Google Scholar
- Parkins, W., & Craig, G. (2006). Slow living. London: Berg Publishers.Google Scholar
- Pieters, R., Bijmolt, T., Van Raaij, F., & de Kruijk, M. (1998). Consumers’ attributions of proenvironmental behavior, motivation, and ability to self and others. Journal of Public Policy & Marketing, 17(2), 215–225.Google Scholar
- Rokeach, M. (1973). The nature of human values. New York: Free Press.Google Scholar
- Seligman, C., Olson, J. M., & Zanna, M. P. (Eds.). (1996). The psychology of values: The Ontario Symposium (Vol. 8). Mahwah: Lawrence Erlbaum Associates Inc.Google Scholar
- Steg, L., & Vlek, C. (1997). The role of problem awareness in willingness-to-change car use and in evaluating relevant policy measures. In J. A. Rothengatter& E. CarbonellVaya (Eds.), Traffic and transport psychology. Theory and application (pp. 465–475). Elmsford, NY: Pergamon.Google Scholar
- Stern, P. C., Dietz, T., Abel, T., Guagnano, G. A., & Kalof, L. (1999). A value–belief–norm theory of support for social movements: The case of environmentalism. Human Ecology Review, 6(2), 81–97.Google Scholar
- Stern, P. C., Dietz, T., & Guagnano, G. A. (1995). The new ecological paradigm in social-psychological context. Environmental and Behavior, 27(6), 723–743.Google Scholar
- Szmigin, I., & Carrigan, M. (2006). Exploring the dimensions of ethical consumption. EuropeanAdvances in Consumer Research, 7, 608–613.Google Scholar
- Tse, D. (1996). Understanding Chinese people as consumers: Past findings and future propositions. In M.H. Bond (Ed.), The Handbook of Chinese psychology. Hong Kong: Oxford University Press.Google Scholar
- Veblen, T. (1899). The Theory of the Leisure Class: An Economic Study in the Evolution of Institutions. New York: Macmillan.Google Scholar
- Vitell, S. J., Singhapakdi, A., & Thomas, J. (2001). Consumer ethics: an application and empirical testing of the Hunt-Vitell theory of ethics. Journal of Consumer Marketing, 18(2), 153–178.Google Scholar
- Why we buy. (2013). Ethical consumer, Retrieved February 3, 2012. from http://www.ethicalconsumer.org/shoppingethically/topethicaltips/whybuyethically.aspx.
- Williams, R. M. (1979). Change and stability in values and value systems: A sociological perspective. Understanding Human Values: Individual and Societal, 1, 5–46.Google Scholar
- Wynne, A, & Szmydke, P. (2013). Sourcing Standards Key Focus at Paris Fairs. WWD. Accessed December 1, 2013, from http://www.newlifeyarns.com/site/app01/dat/MED00101.nsf/D5E0A7E9AB4DF12CC12574100032D23E/9E77C0CEBF41A79AC1257BFF002BC8BF/$File/2013_10_08_WWD.pdf.
- Zengin, A. C. A., Crudu, M., Maier, S. S., Deselnicu, V., Albu, L., Gulumser, G., et al. (2012). Eco-leather: Chromium-free leather production using titanium, oligomeric melamine-formaldehyde resin, and resorcinol tanning agents and the properties of the resulting leathers. Ekoloji, 21(82), 17–25.CrossRefGoogle Scholar