Sustainable but Disgusting? A Psychological Model of Consumer Reactions to Human-Hair-Derived Textiles

Basit Öğe Kaydı
dc.authorid0000-0001-9831-0813
dc.authorid0000-0003-3896-9194
dc.authorid0000-0003-2388-3355
dc.contributor.authorErcan, Sertac
dc.contributor.authorYaprak, Burak
dc.contributor.authorEcevit, Mehmet Zahid
dc.contributor.authorDuman, Orhan
dc.date.accessioned2026-02-08T15:16:03Z
dc.date.available2026-02-08T15:16:03Z
dc.date.issued2025
dc.departmentBursa Teknik Üniversitesi
dc.description.abstractThis study investigates how perceptual and emotional factors-perceived naturalness, aesthetic pleasure, environmental concern, and disgust-shape consumer acceptance of a human-hair-derived bio-fabricated textile product (a unisex cardholder). In a scenario-based online survey, participants viewed an AI-generated image accompanied by a short vignette. A purposive sample of young adults in Istanbul with prior experience purchasing sustainable textile products was recruited and screened. All constructs were measured with standard Likert-type scales and translated into Turkish using a two-way back-translation procedure. Data were analyzed with PLS-SEM. Model fit was acceptable, and the model accounted for a substantial share of the variance in adoption intention. Aesthetic pleasure showed a clear positive influence on adoption intention, whereas perceived naturalness did not display a direct effect. Environmental concern modestly strengthened the link between naturalness and adoption. Disgust emerged as the dominant moderator, fully conditioning the naturalness pathway and reducing-but not eliminating-the effect of aesthetic pleasure. Together, these findings indicate that perceived naturalness, aesthetic pleasure, environmental concern, and disgust jointly shape adoption intention and that practical emphasis should be placed on reducing feelings of disgust while enhancing aesthetic appeal.
dc.identifier.doi10.3390/su17177799
dc.identifier.issn2071-1050
dc.identifier.issue17
dc.identifier.scopus2-s2.0-105016236662
dc.identifier.scopusqualityQ1
dc.identifier.urihttps://doi.org/10.3390/su17177799
dc.identifier.urihttps://hdl.handle.net/20.500.12885/6085
dc.identifier.volume17
dc.identifier.wosWOS:001570099900001
dc.identifier.wosqualityQ2
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherMdpi
dc.relation.ispartofSustainability
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.snmzWOS_KA_20260207
dc.subjectbio-fabrication
dc.subjectadoption intention
dc.subjectaesthetic pleasure
dc.subjectenvironmental concern
dc.subjectperceived naturalness
dc.subjectdisgust
dc.subjectsustainable textiles
dc.titleSustainable but Disgusting? A Psychological Model of Consumer Reactions to Human-Hair-Derived Textiles
dc.typeArticle

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