Journal of Business Ethics

, Volume 106, Issue 1, pp 37–51 | Cite as

Do Consumers Care About Ethical-Luxury?

  • Iain A. Davies
  • Zoe Lee
  • Ine Ahonkhai


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.


Ethical consumption Ethical consumers Fair trade Marketing ethics Luxury marketing 


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Copyright information

© Springer Science+Business Media B.V. 2011

Authors and Affiliations

  1. 1.University of BathBathUK
  2. 2.Cranfield School of Management and Total UK Ltd.Watford, HertfordshireUK

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