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.
Available at: http://works.bepress.com/elena_karpova/37/