Who buys American alligator?: Predicting purchase intention of a controversial product

Abstract Consumers' perceptions of and attitudes toward a controversial product, American alligator leather accessories, were determined and the variables influencing consumers' purchase intention of the product were evaluated using the theory of reasoned behavior. Influence variables evaluated included attitude toward product, subjective norm, involvement (fashion involvement), controversy perception (perception of 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 1771 affluent female consumers residing in eight U.S. metropolitan statistical areas resulted in 690 useable returns for a 39% response rate. Regression analysis revealed that attitude toward the product, subjective norm, controversy perception (social acceptance), personality trait (self-confidence), and education were significant determinants of purchase intention. The model proved to be effective in predicting purchase intention for a controversial product and supported the theory of reasoned behavior.