Drawing from a multi-sourced data corpus gathered from high-net-worth social media influencers, this article explores how these individuals reconcile ethicality and living a luxury lifestyle through the enactment of three types of personas on Instagram: Ambassador of ‘True’ Luxury, Altruist, and ‘Good’ Role Model. By applying the concepts of taste regimes and social moral licensing, we find that HNW social media influencers conspicuously enact and display ethicality, thereby retaining legitimacy in the field of luxury consumption. As these individuals are highly (...) influential, they could leave a potentially significant mark on public discourse and, consequently, on their audiences’ construction of ethically responsible luxury consumption. In this vein, this article offers significant managerial insights into professional influencers and discusses ethical managerial practices to ensure ethical collaborations between influencers and managers. (shrink)

Companies are increasingly using cause-related marketing campaigns to engage consumers during the purchase process and highlight their own corporate social responsibility initiatives. One growing trend among retailers is the use of charity campaigns, where cashiers or technologies solicit consumers to donate money at checkout. Though these checkout charity campaigns are ubiquitous, little is known about their impact on consumers or the psychological processes involved. This paper addresses this gap by examining the process by which checkout charity appeals may license consumers (...) to engage in “guilty pleasures” counter to injunctive norms. In a series of four studies, we affirm this hypothesis, presenting a novel methodological approach for providing evidence of a credits-based process. This method utilizes a Johnson-Neyman procedure to demonstrate how a charitable donation creates a “warm-glow” feeling that subsequent counter-injunctive consumption erodes. In other words, we directly observe individuals “cashing in” credits to pay for bad behavior. We discuss the ethical implications of such campaigns in light of the subsequent behavior they may license. (shrink)