Ethical purchases are not entirely altruistic, they provide value to the consumer in the form of a self-esteem boost, says Jill Klein, Professor of Marketing at Melbourne Business School.

"One piece of advice that I would have for consumers is don't feel bad that it makes you feel good to buy an ethical product and that making yourself feel good is one of your motivations," Professor Klein says.

"If what makes you feel good is helping someone else, that suggests you're an altruistic person and you should be proud of that and if it gives you a boost of self-esteem."

Jill's latest research looks at how products that are marketed with a social benefit can increase the chance of customers buying them because of the self-esteem boost they get from ethical purchases.

She spoke with Yasmin Rupesinghe in the latest episode of the Melbourne Business School Podcast.