An Interpretation Of The Themes Of Luxury Ethics Cognition

In Chinese and western history,the ethical problem of luxury goods always exists.Especially in the traditional Chinese society in which frugality is regarded as virtue,the ethical cognition of luxury consumption is more prominent.However,in recent years,the luxury consumption of Chinese consumers is growing rapidly,and they are considered to be the most potential luxury consumers in the world.Among the luxury consumers in China,the contribution and growth of millennial consumers are the most obvious,which makes them the target group of luxury brands.So how influential are the ethical perceptions and social norms about luxury goods in China's traditional society to millennial consumers? What are the specific aspects of Chinese millennial consumers' ethical perception of luxury goods? What are the differences with traditional luxury ethical cognition? These questions have become important and interesting research topics.In order to answer the research questions,this paper reviews the literature on luxury ethics in Chinese and western history,and summarizes some negative ethical themes of luxury products include dissimilation of consumption,non-sustainable production,and irresponsible behavior in after-sales service,as well as some positive ethical themes including the consumer taste shaping and luxury enterprise demonstration.Next,this paper adopts the Grounded Theory research method to interview the 12 millennial consumers and transcribes the interview recording into the text,and a total of 110,000 words of text materials were sorted out.Through the open coding and axial coding of these text materials,this paper extracts the luxury ethical cognitive theme of millennial consumer,and then constructs the framework of Chinese millennial consumers' luxury ethical cognition.The research finding of this paper:I.The luxury ethical cognition of millennial consumer includes the ethical cognition of luxury consumption and the ethical cognition of luxury enterprises,which can be divided into two aspects: negative ethical cognition and positive ethical cognition.II.The new themes of millennial consumers' negative ethical cognition of luxury goods include interpersonal crisis,intensified social contradictions,luxury shopping addiction,non-sustainable consumption behavior that are related to the luxury consumption,as well as insulting China and inducing marketing that are related to the luxury enterprise ethics.III.The new themes of millennial consumers' positive ethical cognition of luxury products include the objective motivation of luxury consumption and the positive values advocated by luxury brands.This paper focuses on the study of luxury ethical cognition of millennial consumers.By constructing the framework of luxury ethical cognition of millennial consumers and elaborating the topic of millennial consumer ethical cognition,this paper makes up for the gap in relevant studies to some extent.The practical significance of this paper is to guide millennial consumers to make reasonable and moderate luxury consumption and to provide management insights on the ethical management of luxury goods for luxury brands.The number of interview samples in this paper is limited,and due to objective conditions,the interview can only be conducted by remote video.These factors influence the interview results to some extent.Therefore,the conclusion of this paper also has some limitations.