Abstract
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 language | English |
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Pages (from-to) | 37-51 |
Number of pages | 15 |
Journal | Journal of Business Ethics |
Volume | 106 |
Issue number | 1 |
DOIs | |
Publication status | Published - 26 Oct 2011 |
Keywords
- ethical consumers
- ethical consumption
- fair trade
- luxury marketing
- marketing ethics