Why People Don’t Take their Concerns about Fair Trade to the Supermarket: The Role of Neutralisation

Andreas Chatzidakis (), Sally Hibbert and Andrew Smith

Journal of Business Ethics, 2007, vol. 74, issue 1, 89-100

Abstract: This article explores how neutralisation can explain people’s lack of commitment to buying Fair Trade (FT) products, even when they identify FT as an ethical concern. It examines the theoretical tenets of neutralisation theory and critically assesses its applicability to the purchase of FT products. Exploratory research provides illustrative examples of neutralisation techniques being used in the FT consumer context. A conceptual framework and research propositions delineate the role of neutralisation in explaining the attitude-behaviour discrepancies evident in relation to consumers’ FT purchase behaviour, providing direction for further research that will generate new knowledge of consumers’ FT purchase behaviour and other aspects of ethical consumer behaviour. Copyright Springer Science+Business Media B.V. 2007

Keywords: attitude-behaviour gap; ethical consumerism; ethical decision-making; fair trade purchase; neutralisation (search for similar items in EconPapers)
Date: 2007
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Citations: View citations in EconPapers (89)

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DOI: 10.1007/s10551-006-9222-2

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