Vegan Fashion Paradox: Understanding Cognitive Dissonance in Consumer Choices

This study explores the complexities of cognitive dissonance in the fashion industry, specifically examining consumer choices between animal-based leather and vegan leather. By exploring consumers’ diverse attitudes toward these materials, the research aims to understand the cognitive imbalances individuals experience when weighing ecological concerns against their material preferences. Utilizing netnography—a methodology that examines online community opinions—the study investigates how users perceive and resolve cognitive dissonance arising from conflicting choices between animal-based and vegan leather. Through comprehensive analysis and categorization, this research highlights the intricate decision-making processes of consumers in the realm of leather-based fashion items. It provides insights into the interplay of ethical, environmental, and practical considerations guiding their choices.