Why People Don’t Take their Concerns about Fair Trade to the Supermarket:
The Role of Neutralisation |
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Authors: | Andreas Chatzidakis Sally Hibbert Andrew P Smith |
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Institution: | (1) Nottingham University Business School, University of Nottingham, Jubilee Campus, Wollaton Road, Nottingham, NG8 1BB, UK |
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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. |
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Keywords: | attitude-behaviour gap ethical consumerism ethical decision-making fair trade purchase neutralisation |
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