Resumen: The consumer ethics literature focuses mainly on the consequences of consumption, the principles that should guide it, and the virtues consumers should posses. This article presents a complementary view bases in the crucial value Confuncianism bestows on social rites as ways to attain moral excellence. Social rites are relevants elements for the achievemnt of moral self-cultivation in different aspects of the life, including the acquisition, use and disponsal of consumer goods and services. We illustrate our proposal through some examples of consumption practices, particularly gift exchange, as an ethical contexts that embodies social rites and in which ethical virtues may unfold. Idioma: Inglés DOI: 10.2143/EP.27.3.3289200 Año: 2020 Publicado en: ETHICAL PERSPECTIVES 27, 3 (2020), [269]-295 ISSN: 1370-0049 Factor impacto JCR: 0.212 (2020) Categ. JCR: ETHICS rank: 55 / 56 = 0.982 (2020) - Q4 - T3 Factor impacto SCIMAGO: 0.117 - Philosophy (Q3)