Exploring the interplay of materialism, everyday sadism, and the big five personality traits in shaping consumer intentions to purchase animal fur products: the mediating role of hedonism

This PhD thesis investigates the psychological drivers behind consumer behavior towards ethically controversial products, specifically animal fur items. Historically, animal fur has symbolized wealth and luxury, but with the rise of ethical consumerism and animal rights concerns, understanding the motivations behind such purchases has become crucial.

The study explores the associations between individuals' affection for material possessions, everyday sadistic tendencies, and the Big Five personality traits (extraversion, agreeableness, openness, conscientiousness, and neuroticism) in shaping consumer intentions to purchase animal fur products. Additionally, it examines the role of hedonism as a mediating factor between these variables.

A survey methodology was employed, targeting individuals aged 18 and older residing in the United Kingdom. A total of 620 responses were collected and analyzed using structural equation modelling techniques. The findings reveal that materialism, openness, neuroticism, and extraversion significantly influence the intention to purchase animal fur products. Everyday sadism also emerged as a significant predictor. In contrast, conscientiousness and agreeableness did not show a significant impact on purchasing decisions, challenging conventional assumptions about these traits.

Hedonism was found to be a critical mediator in the relationships between materialism, extraversion, neuroticism, openness, and purchase intentions. This indicates that the pleasure-seeking aspects of these traits drive consumer behavior towards fur products. However, hedonism did not mediate the effects of agreeableness, conscientiousness, or sadism on purchase intention, suggesting more complex dynamics that require further exploration.

The theoretical contributions of this research are substantial. It extends the understanding of materialism and personality traits within consumer behavior, introduces everyday sadism as a significant variable, and elucidates the mediating role of hedonism. These insights provide a comprehensive view of the decision-making process in the context of controversial products.

Practically, this study offers valuable guidance for marketers, policymakers, and retailers. Understanding the psychological profiles that drive consumer intentions can inform targeted marketing strategies, the development of ethical product alternatives, and effective consumer education campaigns. Promoting faux fur and other ethical alternatives aligns with evolving consumer values and mitigates societal and environmental criticism.

In summary, this thesis provides a detailed examination of the psychological underpinnings of consumer behavior towards animal fur products. It highlights the significant roles of materialism, personality traits, sadism, and hedonism, offering new perspectives and practical insights for addressing the challenges associated with ethically controversial consumption.