Do fur coats symbolize status or stigma? Examining the effect of perceived stigma on female consumers’ purchase intentions toward fur coats

Animal fur garments have historically served as a status symbol. However, the fur fashion market has recently undergone two noteworthy transformations. Firstly, the anti-fur consumption movements have heavily stigmatized wearing fur for fashion. Secondly, due to technological advancements, fake alternatives made from synthetic fibers, referred to as faux fur, can be now made to look authentic. Through a survey, this study examined the effects of growing stigma around wearing fur on consumer behaviors. It investigated the moderating effects of perceived stigma on the relationship between the need for status and purchase intentions toward genuine fur coats as well as faux fur coats that look real. Two-hundred and twenty usable data were collected from 353 female participants recruited from an online panel. Results revealed that status-seeking consumers had higher purchase intentions toward both genuine fur coats and faux fur alternatives that look real. The moderating effects of perceived stigma were found only for genuine fur coats, indicating that perceived stigma can hurt the demand for genuine fur coats, but not necessarily for faux fur coats that look real. By incorporating stigma theory, this study goes beyond previous focus on the determinants of status consumption by demonstrating the transformation of a status symbol through perceived stigma’s effects on consumer purchasing decisions.