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.

中文翻译：

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皮大衣象征着地位或污名吗？检验耻辱感对女性消费者购买皮草大​​衣的购买意愿的影响

历史上动物毛皮服装一直是地位的象征。但是，皮草时装市场最近经历了两个值得注意的转变。首先，反毛皮消费运动已严重污蔑了穿着皮草的时尚。其次，由于技术的进步，现在可以使人造纤维制成的伪造替代品（称为人造毛皮）看起来更真实。通过一项调查，本研究调查了穿着皮草周围的污名日益增加对消费者行为的影响。该研究调查了耻辱感对身份要求和购买意愿之间的关系的影响，这些人对真正的裘皮大衣以及看起来真实的人造裘皮大衣有购买意向。从一个在线小组中招募的353名女性参与者中收集了200个可用数据。结果显示，寻求身份的消费者对真正的皮大衣和看起来真实的人造皮草替代品都有较高的购买意愿。仅在真正的裘皮大衣中发现了感知污名的缓和作用，这表明感知到的污名会损害对真正裘皮大衣的需求，但不一定对看起来真实的人造裘皮大衣有所影响。通过整合污名理论，本研究通过感知的污名对消费者购买决策的影响，展示了状态符号的转变，从而超越了先前对状态消费决定因素的关注。表明认为污名会损害对正品皮草大衣的需求，但不一定对看起来真实的人造皮草大衣产生影响。通过整合污名理论，本研究通过感知的污名对消费者购买决策的影响，展示了状态符号的转变，从而超越了先前对状态消费决定因素的关注。表明认为污名会损害对正品皮草大衣的需求，但不一定对看起来真实的人造皮草大衣产生影响。通过整合污名理论，本研究通过感知的污名对消费者购买决策的影响，展示了状态符号的转变，从而超越了先前对状态消费决定因素的关注。