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, controversy perception (social acceptance), and fashion involvement were significant predictors of purchase intention. Practical implications The model was effective in predicting affluent females' purchase intention for a controversial luxury apparel product, and results suggest the TRA could be used to predict purchase intention of other luxury products considered controversial. Producers and retailers of controversial luxury apparel products or interested researchers could use the model in their exploration of consumer attitudes and behavioral intentions. Luxury exotic leather producers and retailers could use the results as they develop merchandising and promotions campaigns for their product lines. Originality/value The theory could be used to predict purchase intention of other controversial and/or luxury fashion merchandise. Information about affluent female consumers' knowledge, perceptions, and purchase intention of American alligator leather apparel is provided, thus expanding the current limited literature.