Footwear made from sustainable leather alternatives

: investigating drivers and barriers to purchase intention and consumer profile in the DACH region

Abstract

In view of global environmental problems and the growing awareness of ecological challenges, sustainability is playing an increasingly important role for consumers. This shift in consumer behavior is reflected by the growing range of sustainable offerings in the fashion sector. In response to this evolving mindset, shoe manufacturers have recognized this trend and are in creasingly offering sustainable leather alternatives to traditional materials like leather or syn thetic leather, which predominantly rely on fossil resources. For this reason, this study investi gates the factors that drive and hinder consumers' purchase intentions and also explores the demographic consumer profile. For this purpose, semi-structured interviews (N=10) and an online survey (N=117) were conducted with consumers from the DACH region. It was found that a positive attitude towards footwear made from sustainable leather alternatives is the main driver of purchase intention. This attitude is in turn positively influenced by environmental concerns and the perceived consumer effectiveness. A lack of trust in sustainability claims was identified to act as a barrier to purchase intention. With regard to the consumer profile, no sig nificant result could be found. Finally, this study recommends that managers and marketers take targeted measures to promote a positive consumer attitude towards footwear made from sus tainable leather alternatives. Marketing campaigns that emphasize environmental aspects and the opportunity to contribute to a better environment are suggested as an effective strategy. At the same time, companies should build trust through transparency, reliable information, and collaboration with stakeholders to successfully market these sustainable alternatives.

Date of Award	26 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Miguel Rita (Supervisor)