Journal of Business Ethics

, Volume 135, Issue 3, pp 483–502 | Cite as

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

  • Hye Jung Jung
  • HaeJung Kim
  • Kyung Wha Oh


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.


Eco-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).


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© Springer Science+Business Media Dordrecht 2014

Authors and Affiliations

  1. 1.Department of Fashion DesignChung-Ang UniversityAnseong-siSouth Korea
  2. 2.College of Merchandising, Hospitality, & TourismUniversity of North TexasDentonUSA

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