How Society Influences Young Consumers' Perceptions of Fur and Leather Goods

Why young consumers make decisions to buy fur and leather goods and how the culture of society influences these purchases are important for retailers to understand the role society plays in setting standards or product acceptance for these items. Survey results show that young consumers have positive attitudes towards both leather and fur. However, when society’s influence is considered, there is a difference between young consumers who are more influenced by society and less influenced by society and their attitudes towards fur. [Excerpted from report.]