How do ethical values influence the purchasers of luxury goods

Introduction (1500-2000)

1. Introduction

2. Research background

3. Problem statement

4. Research structure

5. Chapter summary

Luxury is one of the most vitality industries in the world, the global sales over US 280 Billion dollars in a year, and there are 290 companies and brands of the luxury (Chermy-Scanlon, 2016). Rich and famous celebrities always sought after Luxury goods in the society (Kapferer, 2015). Because of luxury offer classy design, rarity and unique products to their consumers. They may produce a minimal number of their products, because they wanted to keep their sense of uniqueness and rarity, but the price is so costly and expensive. Not only that, as Kapferer (2015) described luxury reflects customers present life or status in life, in addition, “luxury” also as the symbol of happy life.

Ethical problem and Ethical consumption of luxury

However, luxury brands pay virtually no regard to corporate ethics and have yet to take even the first steps on reporting on the social and environmental impact of their operations (Birch, 2011).

So, the environmental critiques of the luxury fashion brands tend to focus on the production process, especially on the unethical used materials in their products (Amatulli, De Angelis, Costabile and Guido, 2017). According to Cherny-Scanlon (2016), the source of inspiration is often associated with nature, their customer would like to find natural materials like silk, pearls, rare leathers, and even on animal furs for their coats. For example, the use of leather materials of come from animal skins, such as crocodiles, alligators, ostriches, and Wolf Hair. Animal rights abuse has been seen, normally, it is linked to a certain brand, may it be a leather for Hermes Bags or fur for Canada goose clothing.

The same as, McCartney, as an animal rights advocates, for championing animal rights, but unfortunate that Gucci, which is his owns brand and company, sanctions the use of fur in many of its other fashion brands (Birch, 2011).

The ethical problem brings a negative impression to the public of the environmentalist and animal rights advocates. One of the most famous animal rights advocate group is the People for the Ethical Treatment of Animals in the world (PETA). Their attention is focused on the issues pertaining to animals. According to PETA research, in the luxury production, from the smallest animals in the world to the most endangered species did not escape.

Ethical consumption has no effect on the exploitation of animals. In contrast, it is a failed battle. (zazhi, 2016) According to the British Fur Trade Association the trade is worth £400-£500 million a year to the UK. The International Fur Trade Association (IFTA), which exists to protect fur trade interests and and promote a positive image of the industry, states that worldwide fur sales continue to increase.

New trend

Over the last decade, there has been a real influx of products that align themselves with ethical standpoints, such as; Non-animal tested, Rainforest alliance, gluten-free, fair-trade, organic, vegan friendly, recyclable and many more. These have surged as consumers have become more conscious with their purchasing decisions. (mills, n.d.)

End of intro

I believe the proposition(suggestion)----hunch

Question 1: consumers don not like animal brand production

Question 2: consumers preek animal fur products

Question 3: consumers buy ethically products

So, I will explore this in my research.