5. Thematic Analysis of YouTube Comments on Disclosure of Animal Cruelty in a Luxury Fashion Supply Chain

While consumers’ increasing demands for luxury leather goods drives luxury brands to secure supplies of exotic and high-quality animal skins, animal welfare activists have attempted to raise the public’s awareness of cruelty in the luxury fashion supply chains. Adopting the attribution theory, this study aims to uncover the pattern of consumers’ responses to the issue of animal cruelty in the luxury fashion industry. Data were collected from consumers’ responses to animal cruelty as revealed in PETA (People of Ethical Treatment of Animal)’s video on YouTube. Data analysis revealed distinct blame attributions and coping strategies, which depend heavily on viewers’ attitude toward the video content. Findings from this study suggest that consumers’ blame attributions are dispersed among different stakeholders, with luxury fashion brands and their customers treated as the causes of animal cruelty, slaughterhouse workers, and humans in general treated as perpetrators, and PETA and commenters that support PETA’s message treated as accusers. Implications for the luxury fashion business and animal welfare promotion are discussed.