Pages 40–55
Abstract
Research summary supplied by the authors
Sustainable leather production is attracting worldwide interest, driven by consumers’ growing preference for eco-friendly and ethically sourced products (Deselnicu et al., 2014; Eisen et al., 2024). Yet, the impact of sustainability features on consumers’ willingness to pay is still largely unexamined. This research quantitatively assesses the effects of sustainable tanning methods, traceability certifications, crueltyfree labels, and environmental impact information on WTP for leather goods. Employing a discrete choice experiment and structural equation modelling, the pilot study will survey around 100 consumers in key markets in India. It investigates perceived product quality as a mediator and ethical orientation as a moderator. Anticipated results indicate that sustainability signals substantially boost WTP, particularly through traceability and eco-certifications. These findings will contribute to the advancement of sustainability marketing literature while offering practical implications for leather manufacturers and retailers seeking to address the growing consumer demand for environmentally conscious products.