Consumers’ perceptions on complexity and prospects of ethical luxury: qualitative insights from Taiwan

Karatzas, Stelios, Kapoulas, Alexandros and Priporas, Constantinos-Vasilios ORCID: https://orcid.org/0000-0003-1061-4279 (2019) Consumers’ perceptions on complexity and prospects of ethical luxury: qualitative insights from Taiwan. Australasian Marketing Journal, 27 (4) . pp. 224-232. ISSN 1441-3582 [Article] (doi:10.1016/j.ausmj.2019.08.001)

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.

Item Type: Article
Research Areas: A. > Business School
Item ID: 31924
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Depositing User: Jisc Publications Router
Date Deposited: 06 Feb 2021 23:34
Last Modified: 06 Feb 2021 23:34
URI: https://eprints.mdx.ac.uk/id/eprint/31924

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