To provide a luminous white light emitting phosphor, which is excited by ultraviolet rays, exhibits high afterglow intensity after the excitation light is interrupted and can maintain light emission with good white color purity in particular, a fluorescent lamp, a luminous display, and a luminous molded product each using the phosphor.

The luminous phosphor is produced by mixing or mutually sticking a first phosphor, which absorbs ultraviolet rays to emit long persistent light in a first wavelength area, and a second phosphor, which absorbs at least a part of light emission in the first wavelength area to emit light in a second wavelength area. In the phosphor, chromaticity points of light emission is within a rectangle surrounding by a point P (0.200, 0.200), a point Q (0.300, 0.400), a point R (0.400, 0.400) and a point S (0.300, 0.400) in the chromaticity coordinate, and intensity (I[10]) of afterglow after 10 minutes from interruption of irradiation, which is carried out for 20 minutes with illuminance of 200 lx by a fluorescent lamp of an ordinary light source D65, is 110 mcd/m2 or more. The fluorescent lamp, the luminous display body, and the luminous molded product each using the phosphor are also provided.