The expertises of the contributors long term

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reference. The expertises of the contributors long-term experience and existing relationships in the industry have been very useful. Interviews are one of the key methods to collect up-to-date information from the experts in the industry. We interviewed fur industry expert and businessman from Russia giving us insights of prevalent questions for our research, as well as scienti fi c reports from the fur industry have been utilised. As a result, we looked at the production cycle of fur, focusing on natural and faux fur. Taking some examples and depending on their engagement in sustainability, we explored some of the remarkable works being done already. Finally, we analysed the outcome seeking to identify whether sus- tainability is a challenge or an opportunity for the fur sector. 4 Theoretical Approach to Research 4.1 Derivatives of Sustainable Behaviour From a theoretical perspective, in this section we discuss on what leads consumers to consume sustainable products which will help the readers understand it in the context of the fur industry. 4.1.1 Costly Signals Costly signalling theory explains that (Miller 2000 ; Zahavi 1975 ) both animals and humans often engage in altruistic acts, acts that seem to involve a sacri fi ce and primarily to convey or communicate a signal about themselves (Gintis et al. 2007 ). For example, individuals often enact some altruistic behaviour to show they are elevated in status, called competitive altruism. 4.1.2 Need for Status Scholars have de fi ned an individual s susceptibility to interpersonal in fl uence as the need to identify with, or enhance one s image in the opinion of signi fi cant others through the acquisition and use of products and brands, and the willingness To Fur or not to Fur: Sustainable Production and Consumption 45
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to conform to the expectations of others regarding purchase decisions (Bearden et al. 1989 , p. 473). Studies have found that status-seeking consumers are con- cerned with their peers and use brands to convey status (Ruvio et al. 2008 ). Griskevicius et al. ( 2010 ) discussed how people indulge in sustainable luxury just for the sake of status; a desire for status can spur self-sacri fi ce and present a powerful tool for motivating prosocial and pro-environmental action. 4.1.3 Need for Uniqueness The theory of consumers need for uniqueness explains how an individual s need for uniqueness can in fl uence brand responses and the need to be different from others (Ryan 2008 ; Tian et al. 2001 ) through the pursuit of material goods (Knight and Kim 2007 ). For example, when haute couture brought back fur as a huge success since 2014 and 2015 at various fashion shows in US and Europe, con- sumers from China followed these fashion trends, which lead to a high demand of fur. Beyond the trend and status symbol, fur is giving people need for uniqueness and plays an important part of their self-esteem and identity.
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  • Business Ethics, Corporate social responsibility, Alana M. James, Bruce Montgomery

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