Current consumption practices have intensified social and economic inequality, environmental degradation, and labour exploitation. In this sense, developing and consuming ethical products is a strategy for the population to reach environmentally and socially responsible consumption standards. Although research on ethical consumption has advanced, what characterises and defines an ethical product still needs to be clarified and unified in the existing literature. Also, there is a lack of knowledge about the ethical attributes that must be considered throughout the product's life cycle. It was found that the concept of an ethical product is dynamic and complex but can be understood from the grouping of characteristics associated with organisational reputation, consumer values, and product characteristics. Moreover, it was possible to identify that, in the before use, use, and after use stages, the ethics perceived in a product encompasses tangible and intangible attributes associated not only with the product itself but with marketing practices and the organisation – STAR.