Karatzas, S.; Kapoulas, A.; Priporas, C.

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

Article

Karatzas, S., Kapoulas, A. and Priporas, C. 2019. Consumers’ perceptions on complexity and prospects of ethical luxury: qualitative insights from Taiwan. Australasian Marketing Journal. 27 (4), pp. 224-232. https://doi.org/10.1016/j.ausmj.2019.08.001

Publication dates
Type	Article
Title	Consumers’ perceptions on complexity and prospects of ethical luxury: qualitative insights from Taiwan
Authors	Karatzas, S., Kapoulas, A. and Priporas, C.
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.
Publisher	Elsevier
Journal	Australasian Marketing Journal
ISSN	1441-3582
Electronic	1839-3349
Online	15 Aug 2019
Print	25 Nov 2019
Publication process dates
Deposited	06 Feb 2021
Accepted	02 Aug 2019
Output status	Published
Digital Object Identifier (DOI)	https://doi.org/10.1016/j.ausmj.2019.08.001
Language	English

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