The relevance of ethical value perceptions and supply chain information to international tourists considering purchasing exotic leather products

Abstract

With this study the researcher investigated the sustainable luxury value perceptions, supply chain information needs, and purchasing intent of American and Chinese tourists for South African manufactured luxury exotic leather products. Online survey data was collected from 1 043 individuals from American (518) and Chinese (525) decent. A non-probability convenient sample method was followed for data collection purposes. A self-administered questionnaire based on the works of Hennigs, Wiedmann, Klarmann and Behrens (2013c) and Cervellon and Shammas (2013) was used to test individuals’ sustainable luxury value perceptions. A self-developed scale tested the need for supply chain information. Purchasing intent was determined based on the research of Spears and Singh (2004). Data analysis consisted of descriptive and inferential statistics with correlation coefficient determination between constructs. The findings confirmed the “sustainable excellence” perception conceptualised by Hennigs et al. (2013c). It was furthermore found that only slight differences existed between American and Chinese consumers sustainable luxury value perceptions. Furthermore, it was found that American and Chinese consumers had a strong need for supply chain information relating to luxury exotic leather products, with a clear distinction existing between their operational and originality supply chain information needs. The findings showed that consumers from both nationalities had a high intention to purchase luxury exotic leather products when visiting South Africa. In addition, significant correlations were found between American and Chinese consumers’ sustainable luxury value perceptions, their supply chain information needs, and purchasing intent. Various exotic leather industry stakeholders, such as crocodile and ostrich farmers, tanneries, product designers, manufacturers, retailers, and marketers, can benefit from the findings of this study, to position their products competitively.