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The Role of Knowledge and Environmental Values on Consumer Beliefs, Attitude, and Purchase Intention Toward Leather Products

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The Role of Knowledge and Environmental Values on Consumer Beliefs, Attitude, and Purchase Intention Toward Leather Products AN ABSTRACT OF THE THESIS OF Elizabeth S. Becker for the degree of Master of Science in Design and Human Environment presented on June 11, 2014 Title: The Role of Knowledge and Environmental Values on Consumer Beliefs, Attitude, and Purchase Intention Toward Leather Products Abstract approved: Hsiou-Lien Chen Brigitte Cluver Globally, it is estimated that over 2,518,200 tons of hides and skins were exported in the year 2011 alone, with an estimated world production yield of 23 billion square feet of finished leather (FA0, 2011; Mwinyihija, 2011). While some manufacturers have adopted eco-friendly production methods, most tanneries still practice the old-fashioned techniques, which can create negative impacts on the environment and the health of industry employees due to the generation of solid (e.g., chromium salts) and liquid (e.g., untreated water) waste full of toxic chemicals (Iyer, & Mastorakis, 2009). While consumer behaviors and their purchase intentions related to their beliefs have been widely studied, researchers have not investigated consumer beliefs and attitude regarding leather production and whether their environmental values and knowledge impact their beliefs about leather products, attitudes towards purchasing leather products, and intentions to purchase leather products. To fill in a gap in the current research on consumer behavior and using the Theory of Reasoned Action (Fishbein, 1967), Dickson’s (2000) extension of the theory and Dunlap’s (2008) New Ecological Paradigm as a guide, the purpose of this study was to investigate whether exposure to information regarding the environmental and health impact of leather production would ultimately change consumers’ beliefs, attitudes and intentions to purchase leather products. A survey questionnaire was used to examine changes in consumers’ beliefs, attitudes and intentions to purchase leather products using a modified classical experimental design with a pre-test and post-test format. Two Oregon State University undergraduate classes in the Department of Design and Human Environment were recruited to participate in the study. One class received an informational treatment lecture on leather production, while the other did not. A total of 72 Oregon State University undergraduate students participated in the study. The findings supported the previous works of the Theory of Reasoned Action and its extension, arguing that consumer knowledge and beliefs regarding specific products impact consumer attitudes, specifically consumer attitude toward leather production’s health impact. It was also found that within the experimental group relative to their New Ecological Paradigm score, students with a higher New Ecological Paradigm score were found to have more significant changes when comparing pre-test and post-test results at an individual level. These findings provide evidence to support the importance of understanding how knowledge impacts consumer beliefs, attitudes and purchase intentions. Participants in the experimental group demonstrated a change in beliefs toward leather production and its health impact on tannery workers after exposure to the treatment lecture. While beliefs and attitudes toward leather production were not impacted by the treatment lecture, this study still provides information to those hoping to have an impact on consumers via knowledge delivery. Having an understanding of how beliefs, attitudes and purchase intention are impacted by information provides retailers with valuable insight of how to effectively deliver their information to consumers that will reach them on a deeper level. This will help them to better reach their target market, give their messages more impact and influence consumers’ beliefs and future buying decisions. Future research in this field will add to the growing research area regarding knowledge and its impact on consumers. ©Copyright by Elizabeth S. Becker June 11, 2014 All Rights Reserved The Role of Knowledge and Environmental Values on Consumer Beliefs, Attitude, and Purchase Intention Toward Leather Products by Elizabeth S. Becker A THESIS Submitted to Oregon State University In partial fulfillment of the requirement for the degree of Master of Science Presented June 11, 2014 Commencement June 2015 Master of Science thesis of Elizabeth S. Becker presented on June 11, 2014 APPROVED: Co-Major Professor, representing Design and Human Environment Co-Major Professor, representing Design and Human Environment Associate Dean of the School of Design and Human Environment _____________________________________________________________________________________________ Dean of the Graduate School I understand that my thesis will become part of the permanent collection of Oregon State University libraries. My signature below authorizes release of my thesis to any reader upon request. Elizabeth S. Becker, Author ACKNOWLEDGEMENTS First and foremost, I must thank my Co-Major Professors Dr. Hsiou-Lien Chen and Dr. Brigitte Cluver. Without your constant support, encouragement, patience and understanding I would have been lost. I cannot thank you enough for teaching me, inspiring me, sharing your wealth of knowledge with me and for most of all, believing in me. I am so privileged to have had the opportunity to work with you both. I would also like to thank Dr. Leslie Burns and Dr. Larry Roeper for being members of my graduate committee. Your insight and suggestions really helped to make my thesis something I can be proud of. To Sarah Song, even while working on your Doctorate you were willing to aid me and answer my many questions without pause. I am so grateful for your generosity, intelligence and kindness. To Randy Miller, your sincere willingness to help and positive attitude made all the difference in completing this. You were able to turn something so overwhelming into an amazing accomplishment waiting to happen. You truly have a gift for bettering the lives of others and mine is no exception To my friends/”family” new and old, I could not have finished this project without you. The joy you bring to my life is truly immeasurable. To Curt, I cannot thank you enough. Your genuine and never-ending support means the world. I cannot explain how beyond blessed I am to know you. Last of all, I want to thank my parents, John and Sue. You are so intelligent, funny, supportive and loving. You always made me feel like I could do whatever I set my mind to and I owe my thirst for knowledge to you. I wish that everyone could be as fortunate as I am to have you as role models and parents. Everything of value I have ever done is not only because of you but to try and make you proud. TABLE OF CONTENTS Page INTRODUCTION……………………………………………………………………………………… 1 1.1 Leather Overview.………………………………………………………………..... 1 1.2 Problem Statement and Purpose of the Study……………………..…… 2 1.3 Objectives……………………………………………………………………..………… 3 1.4 Hypotheses ………………………………………………………………..….……….. 4 1.5 Definition of Terms…………………………………………………..……………… 5 1.6 Theoretical Framework………………………………………..…………………… 7 REVIEW OF LITERATURE………………………………………………..……………………… 9 2.1 General Properties……………………………………...…………………………… 9 2.2 Leather Production………………………………...………………………………… 10 2.3 Traditional Production Method………….…………………………………… 12 2.3.1 Pre-tanning/Beamhouse Operations…………..………… 12 A. Curing……………………………………………..……………… 13 B. Soaking………………………………………...………………… 14 C. Liming……………………………………..……………………… 14 D. Dehairing……………………………..…………………………… 15 E. Fleshing……………………...…..………………………………… 16 F. Deliming……………………..…………………………………… 16 G. Bating……………………..………………………………………… 16 H. Pickling………………..…………………………………………… 17 I. Degreasing………..……………………………………………… 17 J. Depickling……..………………………………………………… 17 2.3.2 Tanning Process…………………………………...………………… 18 2.3.3 Post-Tanning……………………………………..…………………… 19 A. Splitting………………………………………..…………………... 20 TABLE OF CONTENTS (Continued) Page B. Reliming………………………………….…………………...… 20 C. Retanning…………………………….…………………………… 20 D. Dyeing……………………………..……………………………… 20 E. Fatliquoring…………………..………………………………… 21 F. Finishing…………………………………………………………….. 21 2.4 Regulations……………………………………………………………………….…… 21 2.4.1 Testing Methods……………………………………………………….. 25 2.5 Environmental Impact…………………………………………………………..... 26 2.6 Health Impact……………………………………………………………..………… 31 2.7 Alternatives to Traditional Leather Production Methods……….. 32 2.7.1 Alternatives to Traditional Beamhouse Operations……… 34 A. Enzymes…………………………………………………………….. 34 B. Salt Free Pickling…………………………………………….….. 37 C. Oxidatives Unhairing Process……………………….……... 38 D. Vegetable Tannins…………………………………..……………. 38 2.7.2 Alternatives to Traditional Tanning Agents…………………. 38 A. Vegetable Tanning……………………………………………... 38 B. Fruit Tanning……………………………………………………. 40 C. Isocyanate Tanning…………………………………………….. 41 D. Eco-Benign Tanning……………………………………….….. 41 E. Iron Tanning……………………………………………..………. 42 2.7.3 Alternatives to Traditional Tanning Process………………… 43 2.7.4 Alternatives to Traditional Retanning Methods…………….. 44 2.8 Future of Chrome-Tanned Leather Production…………………………. 44 2.9 Theoretical Framework Overview.……………………………………………… 46 2.10 Theory of Reasoned Action……………………………………………………... 46 TABLE OF CONTENTS (Continued) Page 2.10.1 Extensions of the Theory of Reasoned Action…………… 58 2.11 Behavioral Intention and its Related Concepts………………………. 49 2.11.1 Attitude………………………………………………………………….. 50 A. Attitudes and Evaluative Criteria………………………... 51 B. Attitude Toward a Behavior
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