According to british fur trade association the global

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According to British Fur Trade Association, the global fur trade has rose to 58 % since the 1990s. The global fur trade is estimated to be more than $40 billion (International Fur Federation 2016 ). Fur farming is valued at $7.8 billion and total employment in the sector at over one million (International Fur Federation 2016 ). The softness and durability have been improved nowadays with advanced pro- cessing and dyeing techniques, which pro-fur argumentators advocate as being sustainable compared with the faux fur. However, formaldehyde, ammonia, hydrogen peroxide and other bleaching agents are used to dye furs which are found to be very dangerous for the environment. Countries like China which is one of the largest producers of fur do not have effective laws against the harsh chemicals used (antifurcoalition.org). 42 M. Ramchandani and I. Coste-Maniere
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2 Fur as a Luxury The reason fur is considered a luxury is due to the fact that fur is handcrafted, requiring the skills of trained artisans who understand the qualities of fur and the special techniques that go into creating patterns, blocking and sewing fur. The craftsmanship de fi nes the timelessness and exclusivity of the product which is why fur is designed to last for longer time periods. In the realms of sustainability, does that make fur a sustainable product? This chapter answers how the animal-based products fl ourish within the sus- tainable luxury and fashion industry. To maintain the ethicality of sustainable brands what considerations do companies have? And how consumers are motivated to make purchase decisions for such kind of products? From theoretical standpoints how does status motivate the consumptions? Where is the right balance between production and consumption? We aim to answer and elaborate on these questions and the underpinning aspects of the fur industry. 2.1 Types of Natural Fur Following sections describe various types of natural fur. 2.1.1 Wild Fur Wild fur is less expensive than farmed fur due to the less control on the damages like scratches caused on the fur from its natural wild environment. Indeed, some consumers prefer to wear wild fur knowing that it comes from natural habitat of animals than animals raised in a cage. 2.1.2 Invasive Fur In the coastal areas of the US, nutria a rodent has been declared as an invasive animal (Avnis 2015 ). Since the 1930s nutrias, originally from South America, have been gobbling up the wetlands of coastal Louisiana, contributing to land loss that approaches 25 square miles per year, along with billions of dollars (Avnis 2015 ). Since 1990s the Louisiana Department of Wildlife and Fisheries created an incentive programme that they would pay registered hunters and trappers four dollars for each nutria they killed. With a fashion project called Righteous Fur, Cree McCree, a New Orleans based writer and artist is using fur from nutria to better use the dead animal rather than just letting them being thrown into the swamps.
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  • Business Ethics, Corporate social responsibility, Alana M. James, Bruce Montgomery

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