Academics have found that consumers express their ethics through their consumption choices. However, the definition of ethical consumption is rather limited in the field of consumer behavior and its measurement is not always suitable. We propose in this research to clarify the concept of consumers’ ethical consumption behavior (ECB) by building an appropriate conceptual framework for the field of consumption and by developing a valid and reliable measuring instrument. First, a qualitative study was conducted with 14 in-depth interviews and then, in a second step, a quantitative data collection was conducted among 559 consumers. The results open perspectives for academics and managers in the field of consumer ethics.