Ethical labels and conspicuous consumption: impact on civic virtue and cynicism in luxury foodservice

PurposeThe primary objective of this study is to explore the nuanced interplay of conspicuous consumption, ethical label purchasing and the ensuing dynamics of civic virtue and cynicism within the luxury foodservice context.Design/methodology/approachGrounded in a theoretical understanding of solidarity within the context of product consumption, this research employs a two-pronged approach involving secondary data analysis and scenario-based experimental studies. The initial phase involves analyzing firm-level data from the Euromonitor database in 2019 and 2021. The main study employs a between-subjects experimental design with a cohort of 316 participants sourced from an online panel.FindingsThe results reveal a consistent pattern in the consumption of luxury foodservice and underscore a distinct upward trajectory in consumer demand for ethically labeled food. Notably, these findings underscore the moderating role of ethical label purchasing in the relationship between conspicuous consumption and consumers civic virtue. Additionally, ethical label purchasing moderates the impact of conspicuous consumption on consumer cynicism, both directly and indirectly through emotional solidarity related to both communal and equitable principles.Originality/valueThis study holds significance for both luxury food service researchers and market design practitioners. It provides valuable insights into how ethical labeling interacts with consumers conspicuous consumption, all facilitated by emotional solidarity.