Predicting purchase intention of a controversial luxury apparel product

Purpose – The aim of this study is to determine, using the Theory of Reasoned Action (TRA), affluent female consumers' purchase intention of a controversial luxury product, apparel made with American alligator leather.Design/methodology/approach – Influence variables evaluated in the model included: attitude toward performing the behavior (purchasing alligator leather apparel); subjective norm, involvement (fashion involvement); controversy perception (social acceptance and endangerment status of the American alligator); price perception (price‐quality schema and prestige sensitivity); personality traits (self‐confidence and self‐consciousness); and demographics. A mail survey of 1,200 affluent female consumers residing in eight US metropolitan statistical areas defined as fashion centers was conducted.Findings – A total of 430 usable surveys were returned for a 36 percent response rate. The general linear model regression analysis revealed that attitude toward performing the behavior, subjective norm, co...