Walking the Talk: Unraveling the Influence of the Sustainability Features of Leather Alternatives on Consumer Behavior toward Running Shoes
Year: 2024
Type: article
Study design: Observational Study
Abstract: This study seeks to explore the impact of the sustainable features of running shoes on consumers’ inclination to pay a premium price. This research delves into the mediating effect of perceived sustainability and the moderating roles of environmental consciousness and animal conservation in the association between the sustainability features of running shoes and consumers’ willingness to pay a premium. Data were gathered through an online survey distributed on Amazon MTurk. This study employed a one-way ANOVA to assess the influence of sustainability features on consumers’ willingness to pay a premium for running shoes. Mediation analysis was conducted using PROCESS model 4, and moderation analysis was performed using PROCESS model 1 in SPSS 28.0. The findings revealed the significant impact of sustainability features on consumers’ willingness to pay a premium. Perceived sustainability was identified as a partial mediator in the relationship between sustainability features and the willingness to pay a premium. Furthermore, environmental consciousness and animal conservation were identified as moderators influencing the relationship between sustainability features and consumers’ willingness to pay a premium.
Source: Sustainability
DOI: 10.3390/su16020830
Authors: Shraddha Yadav, Yingjiao Xu, Helmut Hergeth
Institution: North Carolina State University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $2,728
OpenAlex ID: W4390975224