Purpose: This research examines to what extent congruity between ethical attributes (i.e., product attributes with positive implications for the environment, human rights, social issues, and animal welfare) and brand concept (i.e., the unique meaning associated with a brand in consumers’ minds) influences consumers’ evaluations of brands offering ethical attributes.
Design/methodology/approach: Four studies involving North American consumers empirically tested the moderation effect of brand concept on consumer evaluations of ethical attributes and the mediating role of perceived congruity. 
Findings: This research finds an interactive effect of ethical attribute type and brand concept on brand evaluations, such that congruent ethical attribute-brand concept pairings (i.e., a utilitarian [symbolic] ethical attribute offered by a brand with a utilitarian [symbolic] brand concept) result in more favorable brand evaluations (Studies 1, 2, 3, and 4). Consumers’ perceptions of congruity between ethical attributes and brand concepts mediate this interactive effect (Studies 2 and 3). Moreover, a positive congruity effect of ethical attributes and brand concepts emerges at higher levels of conspicuous brand consumption (Study 4).
Practical implications: For marketing managers, findings indicate that brands gain from ethical attribute introductions only when these attributes are congruent with the brand concept. In addition, brands benefit to a greater extent from offering congruent ethical attributes when brand consumption is conspicuous. 
Originality/value: The findings of this research contribute to the literature on the effect of ethical attributes on consumers’ responses to brands and highlight the importance of brands’ choice of ethical attributes.