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Consumers' perceptions on complexity and prospects of ethical luxury: Qualitative insights from Taiwan

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  • Karatzas, Stelios
  • Kapoulas, Alexandros
  • Priporas, Constantinos Vasilios

Abstract

This qualitative study explores ethical luxury in Taiwan, a country that represents a significant demographic in the luxury market. The study utilized the ZMET technique and focus groups. A total of 28 heavy users of luxury brands were interviewed. Results indicate that luxury brands are chiefly defined by such constructs as price, quality and aesthetical attributes, whereas ethicality is centrally demarcated by human wellbeing, the environment and animal welfare, amongst other elements. The fusion of these two concepts implies several encouraging outlooks and certain deterring factors. Results denote that there is potential for ethical luxury's inception in the Taiwanese market, but with considerable forethought in the process. This study extends the body of knowledge in how consumers perceive the prospect of ethical luxury, especially from a non-western perspective.

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  • Karatzas, Stelios & Kapoulas, Alexandros & Priporas, Constantinos Vasilios, 2019. "Consumers' perceptions on complexity and prospects of ethical luxury: Qualitative insights from Taiwan," Australasian marketing journal, Elsevier, vol. 27(4), pages 224-232.
    • Handle: RePEc:eee:aumajo:v:27:y:2019:i:4:p:224-232
    DOI: 10.1016/j.ausmj.2019.08.001
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    1. Silvia Ranfagni & Wilson Ozuem, 2022. "Luxury and Sustainability: Technological Pathways and Potential Opportunities," Sustainability, MDPI, vol. 14(9), pages 1-12, April.
    2. Joëlle Vanhamme & Adam Lindgreen & Gülen Sarial-Abi, 2023. "Luxury Ethical Consumers: Who Are They?," Journal of Business Ethics, Springer, vol. 183(3), pages 805-838, March.
    3. Rubal Rathi & Ruchi Garg & Aakanksha Kataria & Ritu Chhikara, 2022. "Evolution of luxury marketing landscape: a bibliometric analysis and future directions," Journal of Brand Management, Palgrave Macmillan, vol. 29(3), pages 241-257, May.

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