Highlighting That Green Products Derive From Waste: Which Is the Effect on Consumer Behavioral Intention?

ABSTRACT In the current market landscape, many innovative eco‐friendly materials are being developed. Plant‐based leather is being used recently in the production of fashion accessories. Based on the rational perspective in explaining sustainable consumer behavior, this study investigates the effect of green perceived utility, perceived performance, and general risks on the purchase intention and the willingness to pay more for fashion accessories made of plant‐based leather, exploring whether emphasizing the origin of the materials as waste has a negative or positive effect on consumers' behavioral intentions. Results show that the positive effect of green perceived utility overcomes the negative ones of perceived risks. When consumers are informed that the materials are industrial waste, their perception of the product's environmental benefits significantly increases, although there is not a significant increase in perceived risks. Accordingly, providing such information indirectly increases the purchase intention and the willingness to pay more for these products.