EXPLORING THE FACTORS INFLUENCING CONSUMER ADOPTION OF VEGAN LEATHER

Abstract

The research endeavors to elucidate the multifaceted factors that underpin consumer perceptions of vegan leather, particularly in the realm of sustainability and ethical consumption. Through a meticulously crafted mixed-methods approach, integrating qualitative and quantitative methodologies, the study aims to provide a nuanced and comprehensive understanding of how consumers engage with this eco-friendly alternative within the fashion landscape. Thematic analysis of qualitative data extracts intricate insights into the motivations and preferences driving consumer attitudes towards vegan leather. Concurrently, quantitative analysis serves to validate and prioritize these emergent themes, furnishing stakeholders with actionable insights pivotal for sustainable product development and effective marketing strategies. The utilization of a mixed-methods framework affords the research the flexibility to delve deeply into the intricacies of consumer behavior and perceptions surrounding vegan leather. By synergizing qualitative exploration with quantitative rigor, the study endeavors to bridge the gap between theoretical insights and empirical evidence in the realm of sustainable fashion. Through this meticulous triangulation of data, the research endeavors to fortify the credibility and robustness of its findings, thereby enhancing their relevance and applicability in real-world contexts. The rigorous methodology adopted in this study underscores a commitment to scholarly integrity and ethical research practices, safeguarding against potential biases and ensuring the reliability of the research outcomes. In summation, the research endeavor represents a concerted effort to illuminate the complex interplay of factors shaping consumer perceptions of vegan leather in the context of sustainability and ethical consumption. By adopting a methodologically rigorous and multidimensional approach, the study aspires to contribute meaningfully to the body of knowledge surrounding sustainable fashion practices. Furthermore, the insights gleaned from this research hold the potential to inform strategic decision-making processes within the fashion industry, empowering stakeholders to embrace more sustainable and ethical approaches to product development and marketing.