This paper addresses two primary inquiries: (a) What factors influence the translation of 'ethical' attitudes and motivations into purchases of ethically differentiated chocolate, and (b) how do companies market ethically differentiated chocolate? These questions were explored via a synthesis of existing literature and statistics and by conducting analysis of the pricing and marketing of specialty chocolate products. The study found that the most significant factors influencing the translation of 'ethical' attitudes into purchases of ethically differentiated chocolate are the consumer's willingness to pay for ethical differentiation generally; awareness of the label/scheme; retail availability of the product; the influence of competing and complementary non-ethical sources of utility; and the product's actual price. An analysis of product packaging found that the marketing of ethically differentiated chocolate targets overlapping groups of consumers, while some marketing of non-ethically differentiated chocolate excludes ethically motivated consumers.