This research aims to uncover the inconsistent findings in the literature regarding consumers' willingness to pay premium for ethical products and consumers' willingness to sacrifice quality for ethical aspects in the product. Two experiments are conducted for examining the interaction and main effects of price and 'no animal cruelty' certification, and quality and 'no animal cruelty' certification on ethical purchase intentions. Experiments differ from each other on the basis of product category. The results of the research show that consumers are willing to pay extra for ethical certification of no animal cruelty. However, they are unwilling to sacrifice on quality of the product for gaining no animal cruelty certification. These findings provide interesting insights for practitioners and managers launching ethical products in the Indian market