Do consumers care about ethical luxury
By Iain Davies and Zoe Lee
This paper 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 vs 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.