ABSTRACT This study investigates the yacht charter industry, a key setting in luxury hospitality, to better understand ultra‐high‐net‐worth individuals (UHNWIs) and how their ethical values shape client experience and well‐being. Drawing on Moral Foundations Theory, we use a quantitative design to examine relationships among hedonic value, perceived sustainability, well‐being, and rechartering intentions. The results show that well‐being fully mediates the link between yacht charter experience and rechartering intentions. High hedonic value yields weaker well‐being gains among clients with stronger ethical standards, but stronger gains among those with lower ethical adherence. In contrast, perceived sustainability enhances well‐being more strongly for morally oriented clients, which in turn increases their intention to recharter. These findings contribute to hospitality research by showing that ethical heterogeneity within UHNWIs matters and by offering managerial guidance on tailoring sustainable and ethical consumption strategies to improve client well‐being, satisfaction, and loyalty.
Klaus et al. (Sun,) studied this question.