Public Attitudes Toward Fur

An HRC Research Primer

Report in Brief

This primer summarizes recent research findings regarding attitudes toward the
use of animal fur for clothing and other purposes. Studies included in the
primer address the size of the fur industry and public attitudes toward fur in the
U.S. and other countries.

The Bottom Line

The fur industry is known for the cruel methods used in fur production. Anti-fur
campaigns in the 1990s achieved some success in drawing public attention to
the issues surrounding fur. U.S. opinions on buying and wearing fur remain
divided and fairly unchanged over the last decade, with the slight majority
believing that buying and wearing fur is morally acceptable. It has been
suggested that the acceptability of fur may be on the increase due to the
marketing of fur as a sustainable option.

Fur farming has been banned in a number of countries and restrictions have
been placed on the trade of fur. For example, in 2009, the European Union (EU)
implemented a ban on the sale of commercial seal products. The U.S. recently
passed the Truth in Fur Labeling Act requiring all fur to be labeled as real or
fake, and West Hollywood, California in the U.S. has banned the sale of fur.
However, the production of fur is growing in countries such as China that have
little or no welfare regulations regarding fur production.

How to Use this Information

Understanding the current state of the fur industry, public attitudes toward fur,
and the effectiveness of prior anti-fur campaigns will enable animal advocates
to develop more effective and persuasive campaigns.

HRC Information

The Humane Research Council (HRC) is a nonprofit organization dedicated to

maximizing the effectiveness of animal advocates using professional, efficient,
and informative consumer and market research methods.

To learn more about HRC, please contact us:

By phone: (206) 905-9887

By e-mail: [email protected]

Online: http://www.humaneresearch.org

By post: Post Office Box 6476

Olympia, WA 98507-6476
HRC Report: Attitudes Toward Fur

Introduction and Overview

Throughout history, the fur industry has been associated with numerous inhumane practices. Methods for
obtaining fur from farmed animals often involve shockingly cruel practices such as gassing, electrocution,
1
and even skinning animals while they are still alive. Fur producing animals are often raised in cramped,
confined conditions that cause widespread suffering. Animals such as foxes and mink clearly
2
demonstrate signs of mental distress when kept in such confined conditions.

Trapping wild animals is also a large part of the fur industry. Some traps have been designed to catch
and hold the wild animal while preventing damage to their fur, and these traps are widely agreed to be
cruel and unnecessary. For more information on the trapping of wild animals for fur, see the HRC
research primer, Trapping in the United States. Another cruel method of obtaining fur from wild animals is
the clubbing to death of seals. In 2009, the European Union (EU) banned the trade of commercial seal
products, following the recommendations of the European Food Safety Authority, which found that there
3, 4
is no humane way to hunt seals for fur.

The extreme cruelty involved in fur production makes this an important issue for animal advocates. Anti-
fur campaigns achieved some success in raising the issue of fur in the late 1980s and 1990s, and may be
associated with an increase in legislative restrictions on the production and sale of fur. However, it has
been suggested that the popularity of fur is on the rise due to new design approaches to fur clothing and
5,6
the marketing of fur as sustainable and environmentally friendly. It is vital that animal advocates
continue developing effective campaigns against the cruelty involved in fur production.

The Fur Industry

Worldwide, 85% percent of all fur sold is produced on fur farms, while an estimated 15-20% of fur comes
7 8,9
from wild animals. In 2011, over 54 million mink were killed for their fur. The biggest suppliers of mink
10
fur are Denmark (27.7%), China (24.9%), Netherlands (9.0%), and Poland (9.0%). Demand for fur
appears to be on the increase. The International Fur Trade Federation reported that global fur sales rose
from $14.05 billion to $15 billion in 2011, an increase of 7% from the previous year.

The Fur Industry in the US

In the United States, fur is a multi-million dollar industry. For example, in 2009 the income for the U.S. fur
11
industry reached a record high of $185.9 million. The U.S. fur industry also predicts that demand for fur
will increase in the future. However, public sentiment against fur has resulted in some legislative progress
in restricting fur production and sales. For example, in 2011 West Hollywood, California became the first
city in the country to completely ban the sale of fur.

Faux Fur

The faux fur industry is a rapidly growing industry. A recent report in the Los Angeles Times declared that
the faux fur industry was worth $250 million in 2010, and is predicted to grow by 30% in the next two
12
years. Real fur is sometimes marketed as faux fur, and it can be difficult for consumers to tell the

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HRC Report: Attitudes Toward Fur

difference between real fur and faux fur. In 2010, the U.S. government addressed this issue by passing
13
the Truth in Fur Labeling Act. This act requires that all fur be labeled as real or faux fur.

International Legislation Concerning the Production and Sale of Fur

Several countries around the world have banned fur farming, and some cities have banned the sale of
14
fur. However, it has been argued that as legislative restrictions decrease fur production in some
15
countries, other countries that have fewer regulations increase fur production. For example, according
to Fur Commission USA, China produced 3.3 million fur pelts in the year 2000; by 2007, fur production in
16
China had increased to 18 million pelts. China is now one of the world’s largest producers of fur, but the
country currently has no regulations regarding the treatment of animals raised for fur. An investigation by
Swiss Animal Protection and East International in 2004 found that most fur farms in China would not meet
17
the welfare standards recommended by the EU. In 2009, a new animal welfare bill was proposed by
18
China that would regulate the practices involved in fur farming, though this is yet to be implemented.

FUR INDUSTRY STATISTICS

Year Source Region Findings

54.13 million mink killed in 2011

International Fur Trade
2011 International 7% increase in the number of pelts from 2010
Federation19
Global fur industry now worth $15 billion

3.09 million minks killed for their fur in the US

United States Department United
2011 9% increase in number of pelts produced
of Agriculture20 States
25% increase in the value of mink pelts

International Fur Trade 5.4% increase in fur sales from 2009 (from $13.334
2010 International
Federation21 billion to $14.053 billion)

50.48 million mink killed for fur globally in 2010

United 8.5% increase in fur sales from 2009
2010 Fur Commission USA22
States Fur production is predicted to rise 21.4%

Humane Society of the United Global fur sales decreased by 13% in 2009, resulting
2009
United States23 States in an estimated 10million animals being saved

70-75% of fur comes from captive animals

25-30% of fur comes from wild animals
Swiss Animal Protection; 95% of fur produced in China is sold overseas
2007 China
East International24 80% of fur exports from Hong Kong go to Europe, the
U.S. and Japan

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HRC Report: Attitudes Toward Fur

Public Attitudes Toward Fur

In the United States, the proportion of people who find fur “morally acceptable” appears to have held
relatively constant for the past decade (see chart below). As can be seen in the following table, there are
some differences in results between the findings of the Gallup polls and the findings of HRC’s Animal
Tracker surveys. This is due to differences in survey methodology and question language (see the
original studies for details). However, both sources found that the proportion of U.S. adults who think
buying and wearing fur morally acceptable was lowest in 2008.

PROPORTION OF US ADULTS WHO THINK BUYING AND WEARING FUR IS MORALLY ACCEPTABLE

% “Morally % “Morally % “Other”

Year Source
acceptable” unacceptable”

HRC Animal 23% have no opinion

2010 28% 41%
Tracker25 8% do not know

2% “depends on the situation”

2010 Gallup26 60% 35% 1% “not a moral issue”
2% “no opinion”

HRC Animal 27% have no opinion

2008 23% 44%
Tracker27 6% do not know

3% “depends on the situation”

2008 Gallup28 54% 39% 1% “not a moral issue”
2% “no opinion”

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HRC Report: Attitudes Toward Fur

Attitudes towards Fur across Different Demographics

A 2006 study by Kendall Belton and Bridgett Clinton found that young people who tend to be easily
influenced by society are less likely to wear fur, whereas young people who are not influenced by society
29,30
are more likely to have positive attitudes towards fur.

Attitudes toward fur are fairly similar across age groups. A Gallup study in 2010 found that fur is seen as
morally acceptable by 55% of people aged 18-34 years, 57% of people aged 35-54 years, and 56% of
people aged 55+ years. In general, Republicans tend to find buying and wearing fur more morally
acceptable than Democrats. In 2010, 67% of Republicans, 61% of Independents and 54% of Democrats
31
found buying and wearing fur morally acceptable.

Attitudes toward fur vary greatly between genders. In 2011, Gallup found that 73% of men found fur
32
morally acceptable, while only 48% of women agreed that fur was morally acceptable. Although more
women than men find wearing fur morally unacceptable, a survey conducted in Canada finds that women
33
are more likely than men to own an item of fur clothing.

PROPORTION OF PEOPLE WHO OWN FUR

Year Source Region Findings

Fur Council 19% of women own a fur coat

2004 Canada
of Canada34 7% of men wear fur
Washington
Fund For D.C. & New 19 of 46 said that they own a real fur garment
2004
Animals35 York City 25 of 46 said they own a faux fur garment

Global Attitudes Toward Fur

The social acceptability of fur varies across countries. An Angus Reid survey conducted in 2010 asked
whether or not “killing animals for their fur amounts to cruelty to animals” and found that 79% of Britons,
36
64% of U.S. adults, and 55% of Canadians agreed. In many countries, the vast majority of the
population is opposed to fur farming and the use of fur for clothing. For example, in Britain, 95% of adults
37
report that they would refuse to wear fur. In other countries, the majority views fur as morally
acceptable, or supports the right to wear fur as a ”personal choice.”

GLOBAL ATTITUDES TOWARD BUYING AND WEARING FUR *

Year Source Region Findings

United 95% of British adults would refuse to wear real fur

2011 RSPCA38
Kingdom Nearly as many people believe fur should be labeled as real or fake

“86% of Israelis believe killing animals for fur is immoral and nearly 80%
would support a bill calling for the ban of the fur trade in Israel”
International
“In other findings, among Israel's generally Jewish population, 92%
2009 Anti-Fur Israel
consider the killing of animals for fur to be immoral, while 85% of new
Coalition39
immigrants, 54% of Arab-Israelis, and 61% of ultra-Orthodox Jews also
oppose this activity.

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HRC Report: Attitudes Toward Fur

71% agree that wild animals should not be made into fur coats (24%
University of undecided, 2% disagree)
2009 China
Chester40 11% agree that breeding animals for fur is legitimate (45% undecided,
44% disagree)

Angus Reid
2009 Canada 31% are opposed to wearing fur
Strategies41

93% of British adults would refuse to wear real fur

43% check labels to see if the fur is real or fake
92% believe fur should be labeled as real or fake
United
2007 RSPCA42 91% would not buy fur even if it was cheap
Kingdom
61% think celebrities should not wear real fur
61% think there is a moral difference between animals farmed for meat
and animals raised for fur

Animal
2006 Friends Croatia 74% of Croatians believe fur farming in Croatia should be banned
Croatia43

Bont Voor 15% of households own fur

Dieren and 69% think fur farming should be banned (30% disagree, 1% don’t know)
2003 Germany
Respect for 77% have a problem with fur farming (22% have no problem, 1% don’t
Animals44 know)

Bont Voor 18% of households own fur

Dieren and 47% think fur farming should be banned (50% disagree, 3% don’t know)
2003 Denmark
Respect for 41% have a problem with fur farming (57% have no problem, 1% don’t
Animals45 know)

Bont Voor 21% of households own fur

Dieren and 20% think fur farming should be banned (78% disagree, 3% don’t know)
2003 Finland
Respect for 50% have a problem with fur farming (46% have no problem, 4% don’t
Animals46 know)

Bont Voor 9% of households own fur

Dieren and 74% think fur farming should be banned (21% disagree, 2% don’t know)
2003 France
Respect for 79% have a problem with fur farming (20% have no problem, 1% don’t
Animals47 know)

Anti-Fur Campaigns

In 2004, the Fund For Animals conducted a study involving focus group to investigate the effectiveness of
48
their recent anti-fur campaigns. Findings regarding the effectiveness of certain advertising materials
were mixed. Print advertisements were generally rated as more effective than multimedia-based
advertisements. However, some participants favored television over other media forms. Animation was
not seen as effective as other types of advertising. The most effective campaign materials were print
advertisements with graphic imagery and materials that evoked feelings of sympathy.

The Fund For Animals study also found that sympathy levels in response to campaign materials differed
depending on the type of animal portrayed. Participants had more empathetic reactions to coyotes and
bobcats (i.e., animals that resembled common companion animals) than chinchillas and rabbits. The
study’s authors concluded that anti-fur campaigns should be targeted towards the niche audiences who
49
are most likely to buy fur, which may include young women and African Americans.

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Conclusion

Buying and wearing fur for fashion was a major focus of animal protection efforts during the 1990s.
However, by 2010 many of those anti-fur efforts have waned, which has been accompanied by a
consistently high level of support for buying and wearing fur, with between 54% and 63% of U.S. adults
finding it “morally acceptable” in the years 2002-2012.

The animal protection movement needs to continue to put pressure on the public to change perceptions
about buying and wearing fur. Importantly, campaigns should be targeted to specific demographic groups.
While age makes little difference in attitudes toward fur, gender has a large impact. Women are likely a
more productive target for fur-free outreach efforts as men are more likely to support buying and wearing
fur than are women, but women are more likely to own a fur item.

The fur industry has been able to spin their products to meet consumer concerns—marketing their
products as environmentally “green” and suggesting that the animals used for fur are raised and/or killed
humanely. However, the truth remains that fur trapping and farming practices are cruel, with most fur-
bearing animals suffering both mentally and physically.

More Information

RELATED STUDIES AND FINDINGS

Year Source Region Findings

Finnish Broadcasting Over half of Finns have opposing or negative attitudes

2010 Company51 Finland toward video footage secretly obtained by animal
advocates on fur farms.

Based on an online poll of visitors to the Big Cat Rescue

2009 Big Cat Rescue52 United States website, 79% believe it should be illegal to make exotic
cats into coats, while 21% feel it should be legal.

21% have heard about the fur debate in the last 6

months.
Of those who saw ads, 47% said it had “some” or a
2003 The Fund For Animals53 New York City “strong” impact on them.
Older women (40-50), those with college degrees, and
wealthier women were less likely to have heard about the
fur issue.

Boston, Los
54% of consumers consider the selling of fur to be
Angeles, San
54 "socially irresponsible," preferring to shop at fur free
2001 The Fund For Animals Francisco,
stores. 47% of shoppers disapproved of stores selling
Washington
fur, while 35% approve.
DC

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HRC Report: Attitudes Toward Fur

References
1
Hsieh-YiYi, Yi-Chiao, Yu Fu, B. Mass and Mark Ressi. 2007. Dying for Fur: A Report on the Fur Industry in
China. East International/ Swiss Animal Protection SAP. http://www.humanespot.org/content/dying-for-fur
2
Mason, Georgia J., Jonathan Cooper and Catherine Clarebrough. 2001. “Frustrations of Fur Farmed Mink.”
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3
Scientific Opinion of the Panel on Animal Health and Welfare. 2007. “Animal Welfare Aspects of the Killing
and Skinning of Seals.” The EFSA Journal 610: 1-122. http://www.humanespot.org/content/2007-
scientific-opinion-seals
4
European Parliament. 2009. “Regulation (EC) No. 1007/2009.” September 16. http://eur-
lex.europa.eu/LexUriServ/LexUriServ.do?uri=CELEX:32009R1007:en:NOT
5
Lapoint, Eugene. 2006. “Editorial: The Return of Fur.” Sustainable Enews: IWMC world. February/ March: 2.
http://www.iwmc.org/newsletter/2006/2006-03.pdf
6
Skov, Linda. 2005. “The Return of the Fur Coat: A Commodity Chain Perspective.” Current Sociology 53(1):
9-32. http://www.humanespot.org/content/return-of-fur-coat
7
Hsieh-Yi et al. 2007
8
Ward, Simon. 2011. “U.S. Mink: State of the Undustry—2011.” Fur Commission USA. December 12.
http://www.humanespot.org/content/mink-2011-state-of-industry
9
See also: Respect for Animals. 2010. “Facts & Reports: Statistics.” Last Accessed December 17, 2012.
http://www.respectforanimals.co.uk/facts-and-reports/statistics/103/
10
Ward, 2011.
11
Ward, Simon. 2010. “U.S. Mink: State of the Industry—2010.” Fur Commission USA. December 23.
http://www.humanespot.org/content/us-mink-state-industry-2010
12
Maqsaysay, Melissa. 2011. “Faux Fur, For Real.” Los Angeles Times. August 28.
http://www.humanespot.org/content/faux-fur-real
13
Humane Society of the United States (HSUS). 2010. “The HSUS and Humane Society Legislative Fund
Applaud Signing of the Truth in Fur Labeling Act. Humane Society. Org. December 18.
http://www.humanesociety.org/news/press_releases/2010/12/fur_labeling_act_signed_121810.html
14
Respect for Animals. Year Unknown. “Facts & Reports: Fur Farming.” Last accessed December 17, 2012.
http://www.respectforanimals.co.uk/facts-and-reports/fur-farming/53/
15
WSPA International. Year Unknown. “WSPA’s Investigation Into the Global Fur Trade: Things We Need To
Know.” http://www.humanespot.org/content/wspa-global-fur-trade
16
Ward, 2010.
17
Hsieh et al., 2007.
18
Zhu, Jin. 2012. “Call for Law to Protect Animal Welfare.” China Daily. January 5.
http://www.chinadaily.com.cn/china/2012-01/05/content_14382402.htm
19
Fur Commission USA. 2012. “Global Fur Trade Now Worth $15 Billion.” Fur Commission USA. March 8.
http://www.humanespot.org/content/global-fur-trade-now-worth-15-billion
20
National Agricultural Statistics Service (NASS). 2012. “Pelt Production Up 9 Percent.” United States
Department of Agriculture (USDA). July 6. http://www.humanespot.org/content/pelt-production-up-2011
21
International Fur Trade Federation. 2011. “More Evidence of Increasing Fur Sales.” March 29.
http://www.humanespot.org/content/fur-sales-increase-2010
22
Ward, 2010.
23
Humane Society of the United States (HSUS). 2009. “HSUS Predicts 10 Million Animals a Year Saved by
Downturn in Fur Sales and Public Support.” HSUS. April 6. http://www.humanespot.org/content/hsus-
predicts-10-million-animals-year-saved-downturn-fur-sales-and-public-support
24
Hsieh-Yi et al., 2007.
25
Humane Research Council (HRC). 2008. Animal Tracker (Wave 1- June 2008). Olympia: Washington.
http://www.humanespot.org/content/animal-tracker-wave-1-june-2008
26
Saad, Lydia. 2010. “Four Moral Issues Sharply Divide Americans.” Gallup Politics, May
26.http://www.humanespot.org/content/four-moral-issues-sharply-divide-americans
27
Humane Research Council (HRC). 2008. Animal Tracker (Wave 3- March 2010). Olympia: Washington.
http://www.humanespot.org/content/animal-tracker-wave-3-march-2010
28
Saad, Lydia. 2009. “Republicans Move to the Right on Several Moral Issues.” Gallup Politics, May 20.
http://www.humanespot.org/content/republicans-move-right-several-moral-issues

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HRC Report: Attitudes Toward Fur
29
Belton, Kendal and Bridgett Clinton. 2007. “How Society Influences Young Consumers’ Perceptions of Fur
and Leather Goods.” Undergraduate Research Journal for the Human Sciences, 6.
http://www.humanespot.org/content/how-society-influences-young-consumers-perceptions-fur-and-
leather-goods
30
Ibid.
31
Saad, 2010.
32
Saad, Lydia. 2011.”Gallup Poll Social Series: Values and Beliefs 2011.” Gallup Politics, May 31.
http://www.humanespot.org/content/gallup-poll-social-series-values-and-beliefs-2011
33
NFO Canadian Facts Group. 2004. “Canadian Fur Consumers.” Canadian Fur Council of Canada.
http://www.humanespot.org/content/canadian-fur-consumers
34
Ibid.
35
Humane Research Council (HRC). 2004. “The Fund For Animals Anti-Fur Focus Group.” The Fund For
Animals. http://www.humanespot.org/content/fund-animals-anti-fur-focus-groups
36
Angus Reid. 2010. “Briton Calls for Hunting Ban; Americans and Canadians Reject it.” Angus Reid, October
13. http://www.humanespot.org/content/britons-call-hunting-ban-americans-and-canadians-reject-it
37
Royal Society for the Prevention of Cruelty to Animals (RSPCA). 2010. “It’s Official: Fur is a Fashion Faux-
Pas.” RSPCA. http://www.humanespot.org/content/its-official-fur-fashion-faux-pas
38
Hickman, Martin. 2011. “Survey Reveals Nine in 10 people would not wear Fur.” The Independent, April 15.
http://www.humanespot.org/content/95-would-not-wear-real-fur
39
Eritchman, Erez. 2009. “Poll: Vast Majority of Israelis Against Fur Industry.” YNetNews.com, Activism, March
12. http://www.humanespot.org/content/poll-vast-majority-israelis-against-fur-industry
40
Davey, Gareth. 2009. “Chinese University Students’ Attitudes Toward the Ethical Treatment and Welfare of
Animals.” Journal of Applied Animal Welfare Science, 9(4): 289-297.
http://www.humanespot.org/content/chinese-university-students-attitudes-toward-ethical-treatment-and-
welfare-animals
41
MacQueen, Ken. 2009. “What Canadians Really Believe” Macleans.ca, November 20.
http://www.humanespot.org/content/what-canadians-really-believe
42
Royal Society for the Prevention of Cruelty to Animals (RSPCA). 2007. “New Survey Shows 93% of People
Will Not Wear Fur.” RSPCA. http://www.humanespot.org/content/new-survey-shows-93-people-will-not-
wear-real-fur
43
Animal Friends Croatia. 2006. “73.7% of Croatian Citizens Against Fur Farming.” Animal Friends Croatia.
http://www.humanespot.org/content/737-croatian-citizens-against-fur-farming
44
Bont Voor Dreren and Respect for Animals. 2003. “Is it Right to Farm Animals For Their Fur?”
http://www.humanespot.org/content/it-right-farm-animals-their-fur
45
Ibid.
46
Ibid.
47
Ibid.
48
HRC, 2004.
49
Ibid.
51
Finnish Broadcasting Company. 2010. “Over Half of Finns Oppose Secret Fur Farm Footage.” Helsinki
Times, April 14. http://www.humanespot.org/content/over-half-finns-oppose-secret-fur-farm-footage
52
Baskin, Carole. 2009. “Big Cat Rescue Online Poll results.” Big Cat Rescue.
http://www.humanespot.org/content/big-cat-rescue-online-poll-results
53
Hill, David B. and Humane Research Council (HRC). 2003. “Metro New York City Opinion Survey.” The Fund
For Animals. http://www.humanespot.org/content/metro-new-york-city-opinion-survey
54
Markarian, Mark. 2001. “Pool Reveals Upscale Shoppers Strongly Prefer Fur-Free Department Stores.” The
Fund For Animals, Press Release, October 24. http://www.humanespot.org/content/poll-reveals-upscale-
shoppers-strongly-prefer-fur-free-department-stores

Humane Research Council, Copyright © 2013 Page 9