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CB

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poster

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This study examined how information about fashion products made of animal-based materials might influence consumer attitudes and subjective norms. Based on elaboration likelihood model and theory of reasoned action, eight hypotheses were proposed and tested effects of (a) one-sided positive information; (b) one-sided negative information; and (c) two-sided information about animal-based materials on consumer attitudes and subjective norms toward purchasing fashion products made of fur, leather, and wool. A control group that received information irrelevant to animal-based materials was also used. An experiment employing a between-subjects design was conducted. A randomized multi-group design with four levels of treatment was employed. One-way ANOVA tests and multiple regression analyses were conducted (N = 1,291). One-sided information influenced consumer attitudes and subjective norms in the direction intended, with the exception of attitudes for wool and subjective norms for fur products. Two-sided information had no impact on consumer attitudes and subjective norms, with the exception of wool products.

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Nov 9th, 12:00 AM

Effects of Information Sidedness on Young Consumer Attitudes and Subjective Norms toward Fashion Products Made of Fur, Leather, and Wool

This study examined how information about fashion products made of animal-based materials might influence consumer attitudes and subjective norms. Based on elaboration likelihood model and theory of reasoned action, eight hypotheses were proposed and tested effects of (a) one-sided positive information; (b) one-sided negative information; and (c) two-sided information about animal-based materials on consumer attitudes and subjective norms toward purchasing fashion products made of fur, leather, and wool. A control group that received information irrelevant to animal-based materials was also used. An experiment employing a between-subjects design was conducted. A randomized multi-group design with four levels of treatment was employed. One-way ANOVA tests and multiple regression analyses were conducted (N = 1,291). One-sided information influenced consumer attitudes and subjective norms in the direction intended, with the exception of attitudes for wool and subjective norms for fur products. Two-sided information had no impact on consumer attitudes and subjective norms, with the exception of wool products.

 

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