Why People Donâ€™t Take their Concerns about Fair Trade to the Supermarket: The Role of Neutralisation
This article explores how neutralisation can explain peopleâ€™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 consumersâ€™ FT purchase behaviour, providing direction for further research that will generate new knowledge of consumersâ€™ FT purchase behaviour and other aspects of ethical consumer behaviour. Copyright Springer Science+Business Media B.V. 2007
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- Fisher, Robert J, 1993. " Social Desirability Bias and the Validity of Indirect Questioning," Journal of Consumer Research, Oxford University Press, vol. 20(2), pages 303-15, September.
- Roberts, James A., 1996. "Will the real socially responsible consumer please step forward?," Business Horizons, Elsevier, vol. 39(1), pages 79-83.
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