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“It's not my fault, I am in the right!” Exploration of neutralization in the justification of the support and use of a controversial technological collaborative consumption service

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  • Ertz, Myriam
  • Lecompte, Agnès
  • Durif, Fabien

Abstract

Community-based platforms (CBPs) such as Uber and Airbnb are increasingly prevalent in modern society. Inherent disintermediation and informality render these web-based systems especially attractive in the eyes of consumers, while exacerbating old problems and spawning new challenges. This study posits CBPs as ethically and morally questionable, and thus as controversial consumption schemes. Drawing on the neutralization theory research stream, this study seeks to identify how supporters and users justify the existence of controversial consumption systems such as CBPs. Our results show that, to justify CBPs, supporters and users both tend to depend heavily on neutralization techniques such as appealing to higher loyalties, condemnation of condemners, denial of victims, denial of responsibility and invocation of normalcy. Interestingly, these techniques are used in conjunction with non-neutralization techniques to defend controversial collaborative services such as Uber.

Suggested Citation

  • Ertz, Myriam & Lecompte, Agnès & Durif, Fabien, 2018. "“It's not my fault, I am in the right!” Exploration of neutralization in the justification of the support and use of a controversial technological collaborative consumption service," Technological Forecasting and Social Change, Elsevier, vol. 134(C), pages 254-264.
    • Handle: RePEc:eee:tefoso:v:134:y:2018:i:c:p:254-264
    DOI: 10.1016/j.techfore.2018.06.032
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    Cited by:

    1. Myriam Ertz & Jonathan Deschênes & Emine Sarigöllü, 2021. "From User to Provider: Switching Over in the Collaborative Economy," Sustainability, MDPI, vol. 13(10), pages 1-21, May.
    2. Hallem, Associate Professor Yousra & Abbes, Associate Professor Intissar & Hikkerova, Professor Lubica & Taga, Media Planner Nadia, 2021. "A trust model for collaborative redistribution platforms:A platform design issue," Technological Forecasting and Social Change, Elsevier, vol. 170(C).
    3. Rey-Moreno, Manuel & Medina-Molina, Cayetano, 2020. "Dual models and technological platforms for efficient management of water consumption," Technological Forecasting and Social Change, Elsevier, vol. 150(C).
    4. Nguyen, Stephanie & Nicod, Lionel & Llosa, Sylvie, 2024. "Preventing bypass on sharing economy platforms: The impact of message framing on users’ bypass intention," Journal of Business Research, Elsevier, vol. 179(C).

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