Socio-Economic and Ethical Factors of Consumer Choice in the Market of Fur Clothing

Previously, natural fur was recognized as a noble and luxurious material, emphasizing the financial status and warming in cold weather. Today, however, the wearing of fur clothing is severely criticized, especially in Europe. But what is happening in the Russian market of fur clothing? What determines the choice of the Russian consumer in this market? The purpose of this study is to identify the role of socio-economic and ethical factors influencing the choice of young Russian consumers in the market of natural fur products and their ethical alternatives, as well as to determine the impact of selected factors on the readiness of the transition from natural to artificial fur. The concepts of animal welfare and animal rights are considered to analyse the problem of fur animals use in fur production. Economic and rational-humanistic approaches are studied The determinants of consumer choice in the fur market are identified on the basis of foreign research in the field of consumer choice in the market of animal products and in the market of ethical fashion. Two binary regression models are applied: the first one is to assess the impact of ethical and socio-economic factors on the purchase of fur products, the second – to study the factors that determine the refusal of natural fur in favor of artificial fur. As a result, recommendations were made to accelerate the transition to ethical alternatives in Russia, taking into account the identified results.