Journal of the Korean Society of Costume (복식)

The Korean Society of Costume (한국복식학회)
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Is Ethical Consumption Altruistic or Egoistic? - Consumer Culture of Wearing Faux Fur -

윤리적 소비, 이타주의인가 이기주의인가? - 인조 모피 소비자 문화 분석 -

  • Kim, Yun Jeong (Dept. of Textile, Merchandising, and Fashion Design, Seoul National University) ;
  • Kwon, Yoo Jin (Dept. of Human Ecology, Korea National Open University)
  • 김윤정 (서울대학교 의류학과) ;
  • 권유진 (한국방송통신대학교 생활과학과)
  • Received : 2016.05.17
  • Accepted : 2016.07.08
  • Published : 2016.11.30
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Abstract

Consumption of faux fur is a part of ethical consumption, and is valuable in terms of protecting and caring for animals. The purpose of this study is to understand the meaning of consuming faux fur (i.e., characteristics of faux fur consumption and how consumers relate faux fur with ethical issues) from the perspective of consumer culture theory. Data were collected through semi-structured in-depth interviews with those who have purchased faux fur. Two overarching themes emerged in regards to consuming faux fur, altruistic and egoistic orientation. Regarding the altruistic orientation, participants were sympathetic to animals, and considered consumption as part of practicing social responsibility and ethics. Participants had concerns for animal rights and conflicts with others who consumed actual fur. They viewed faux fur as an alternative to actual fur. Regarding egoistic orientation, participants isolated themselves from ethical issues in order to be free from guilt. Despite the preference for actual fur, they compromised between their desire and social criticism. Furthermore, their intention was to pretend as if they were wearing actual fur or move onto a completely different style, and had a negative outlook on social change regarding the adoption of faux fur. The findings contribute to a better understanding of consumer culture of consuming faux fur. Further research on diverse aspects of ethical consumption is warranted.

Keywords

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