Green Leather for Ethical Consumers in China and Korea: Facilitating Ethical Consumption with Value-Belief-Attitude Logic
- Authors
- Jung, Hye Jung; Kim, HaeJung; Oh, Kyung Wha
- Issue Date
- May-2016
- Publisher
- SPRINGER
- Keywords
- Eco-friendly faux-leather (EFFL) products; Ethical consumption; Value-belief-attitude logic
- Citation
- JOURNAL OF BUSINESS ETHICS, v.135, no.3, pp 483 - 502
- Pages
- 20
- Journal Title
- JOURNAL OF BUSINESS ETHICS
- Volume
- 135
- Number
- 3
- Start Page
- 483
- End Page
- 502
- URI
- https://scholarworks.bwise.kr/cau/handle/2019.sw.cau/7000
- DOI
- 10.1007/s10551-014-2475-2
- ISSN
- 0167-4544
1573-0697
- 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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