Published Online:July 2025
Product Name:The IUP Journal of Management Research
Product Type:Article
Product Code:IJMR020725
DOI:10.71329/IUPJMR/2025.24.3.26-42
Author Name:Asmi Patodi and Neetika Shrivastava
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:26-42
Conspicuous consumption, traditionally linked to social signaling through luxury purchases, is increasingly manifesting in ethical buying, where consumers display social superiority through sustainable and ethical product choices. This study examines the motivations behind conspicuous ethical buying, focusing on the influence of intrinsic (internally-driven) and extrinsic (socially-driven) aspirations. Using a structured questionnaire, responses were analyzed to explore the relationship between aspirations and ethical consumption behavior. The findings reveal that intrinsic aspirations, such as personal growth and wellbeing, play a stronger role in driving conspicuous ethical buying than extrinsic aspirations tied to social recognition. This underscores the importance of internal motivations in ethical consumer behavior. By segmenting ethical products based on their aspirational appeal, businesses can tailor product placement, pricing, and marketing strategies to align with consumer values. The study highlights opportunities for leveraging ethical product labels to attract value-conscious consumers and suggests pathways for future exploration into standardizing tools for assessing the aspirational impact of ethical products.
Consumer behavior has evolved to reflect deeper social, psychological, and ethical dimensions. While conspicuous consumption has traditionally been associated with wealth display and status-seeking (Veblen, 1899), a growing segment of consumers demonstrates conspicuous ethical consumption, showcasing their ethical values through the purchase of sustainably and ethically produced goods.