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How Techniques of Neutralization Legitimize Norm- and Attitude-Inconsistent Consumer Behavior

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  • Verena Gruber
  • Bodo Schlegelmilch

Abstract

In accordance with societal norms and values, consumers readily indicate their positive attitudes toward sustainability. However, they hardly take sustainability into account when engaging in exchange relationships with companies. To shed light on this paradox, this paper investigates whether defense mechanisms and the more specific concept of neutralization techniques can explain the discrepancy between societal norms and actual behavior. A multi-method qualitative research design provides rich insights into consumers’ underlying cognitive processes and how they make sense of their attitude–behavior divergences. Drawing on the Ways Model of account-taking, which is advanced to a Cycle Model, the findings illustrate how neutralization strategies are used to legitimize inconsistencies between norm-conforming attitudes and actual behavior. Furthermore, the paper discusses how the repetitive reinforcement of neutralizing patterns and feedback loops between individuals and society are linked to the rise of anomic consumer behavior. Copyright Springer Science+Business Media Dordrecht 2014

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  • Verena Gruber & Bodo Schlegelmilch, 2014. "How Techniques of Neutralization Legitimize Norm- and Attitude-Inconsistent Consumer Behavior," Journal of Business Ethics, Springer, vol. 121(1), pages 29-45, April.
    • Handle: RePEc:kap:jbuset:v:121:y:2014:i:1:p:29-45
    DOI: 10.1007/s10551-013-1667-5
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    2. Denise Baden & Swarna Prasad, 2016. "Applying Behavioural Theory to the Challenge of Sustainable Development: Using Hairdressers as Diffusers of More Sustainable Hair-Care Practices," Journal of Business Ethics, Springer, vol. 133(2), pages 335-349, January.
    3. Rahimah, Anni & Khalil, Shadab & Dang, Huu Phuc & Ming-Sung Cheng, Julian, 2020. "The terror of death and consumers’ sustainability attitudes," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
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    5. Gabriele Torma, 2020. "How to Cope with Perceived Tension towards Sustainable Consumption? Exploring Pro-Environmental Behavior Experts’ Coping Strategies," Sustainability, MDPI, vol. 12(21), pages 1-27, October.
    6. Selma Saracevic & Bodo B. Schlegelmilch, 2021. "The Impact of Social Norms on Pro-Environmental Behavior: A Systematic Literature Review of The Role of Culture and Self-Construal," Sustainability, MDPI, vol. 13(9), pages 1-21, May.
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    8. Dirk C. Moosmayer & Yanyan Chen & Susannah M. Davis, 2019. "Deeds Not Words: A Cosmopolitan Perspective on the Influences of Corporate Sustainability and NGO Engagement on the Adoption of Sustainable Products in China," Journal of Business Ethics, Springer, vol. 158(1), pages 135-154, August.
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