Consumer Behavior

How Consumer Values Drive Purchase Towards Plant-Based Leather Products: Attitudes as a Key Mediator in the Value-Attitude-Behavior Framework

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Abstract

The leather market has recently experienced growing consumer interest in plant-based leather. While prior research has primarily focused on materials and production, it is important to examine consumer behavior toward plant-based leather products. Applying the Value–Attitude–Behavior theory, this study investigates how consumer values influence attitudes and purchase behaviors toward plant-based leather products, while also incorporating relevant moderators. The research framework was tested using an online survey with 243 usable responses. The results indicate that consumer innovativeness, health consciousness, and environmental consciousness positively influence attitudes toward plant-based leather products. Attitude also mediates the relationship between these three consumer values and purchase behavior. However, vegan behavioral intention and perceived environmental knowledge did not moderate the relationship between attitude and purchase behavior. This study fills a gap in consumer-focused research on plant-based leather and offers practical implications to conduct marketing with consumer values rather than veganism and eco-friendliness.

Keywords: Plant-based leather, Consumer values, Value-Attitude-Behavior model

How to Cite:

Jo, H. & Kim, G., (2025) “How Consumer Values Drive Purchase Towards Plant-Based Leather Products: Attitudes as a Key Mediator in the Value-Attitude-Behavior Framework”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.22058