Do consumers care about ethical-luxury?

Iain A. Davies, Zoe Lee, Ine Ahonkhai

Research output: Contribution to journalArticlepeer-review

147 Citations (Scopus)


This article explores the extent to which consumers consider ethics in luxury goods consumption. In particular, it explores whether there is a significant difference between consumers' propensity to consider ethics in luxury versus commodity purchase and whether consumers are ready to purchase ethical-luxury. Prior research in ethical consumption focuses on low value, commoditized product categories such as food, cosmetics and high street apparel. It is debatable if consumers follow similar ethical consumption patterns in luxury purchases. Findings indicate that consumers' propensity to consider ethics is significantly lower in luxury purchases when compared to commoditized purchases and explores some of the potential reasons for this reduced propensity to identify or act upon ethical issues in luxury consumption.

Original languageEnglish
Pages (from-to)37-51
Number of pages15
JournalJournal of Business Ethics
Issue number1
Publication statusPublished - 26 Oct 2011


  • ethical consumers
  • ethical consumption
  • fair trade
  • luxury marketing
  • marketing ethics


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