1. No category

Why People Don't Take Their Concerns about Fair Trade to the Supermarket: The Role of
Neutralisation
Author(s): Andreas Chatzidakis, Sally Hibbert and Andrew P. Smith
Source: Journal of Business Ethics, Vol. 74, No. 1 (Aug., 2007), pp. 89-100
Published by: Springer
Stable URL: http://www.jstor.org/stable/25075446 .
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(2007) 74:89-100
Journal of Business Ethics
DOI
10.1007A10551-006-9222-2
?
their Concerns
Why
People Don't Take
to the Supermarket:
about Fair Trade
The Role
ABSTRACT.
article
It examines
and
theory
of
FT
how
explores
the
can
neutralisation
consumer
context.
the
explaining
for
of
knowledge
KEY
FT
ethical
WORDS:
illustrative
provides
framework
role
of
and
behaviour,
purchase
that
FT
will
in
providing
new
generate
behaviour
purchase
consumer
in
evident
discrepancies
research
research
neutralisation
and
gap,
fair
decision-making,
eliminate
ethical
trade
con
purchase,
neutralisation
their
norm
their
the processes by which
individuals
understanding
in ethical consumption
contexts
cope with dissonance
is important for scholars and practitioners. For scholars,
for processes that explain attitude-behav
accounting
to bring further insights
iour discrepancies
promises
to current understanding
of ethical decision-making;
neutralisation
may prove to be an important moder
to incorporate
into extant theoretical
of why
practitioners,
appreciation
do not always translate into behaviour will
tomarketing
direction
and management
give
practices,
and particularly marketing
intended
communications,
attitudes
counter
neutralisations
various
that
consumer
use.
article begins by examining
the core tenets of
neutralisation
the applicability
theory and discussing
to ethical consumer
of the concept
in
behaviour
The
more
consumers
who
to be
profess
sym
pathetic with the aims of the Fair Trade (FT) move
ment buy FT products at all or more regularly ?Cowe
andWilliams (2000) andBird andHughes (1997)both
confirm
that
Yet,
segments
Introduction
don't
impact
have
might
violating
and
upon
self-concept
et
social relationships
It
has
been
al., 1989).
(Grove
widely applied in a number of contexts but litde work
has been done in the field of consumer behaviour.
to
Why
the
behaviour
ating variable
models.
For
behaviour.
attitude-behaviour
ethical
sumerism,
the
consumers'
of
aspects
research
conceptual
further
to the
purchase
techniques being used in the FT
attitude-behaviour
to consumers'
relation
direction
other
A
delineate
of neutralisation
its applicability
Exploratory
examples of neutralisation
propositions
tenets
theoretical
assesses
critically
products.
SallyHibbert
Andrew P. Smith
explain people's lack of commitment to buying Fair Trade
(FT) products, even when they identify FT as an ethical
concern.
Andreas Chatzidakis
of Neutralisation
This
Springer 2007
that
consumers
most
share
various
ethical
concerns
including FT, yet few translate their concerns
into actual behaviour. When
faced with a clear choice
between
fairly traded goods and mainstream
products,
those who make
,less ethical' choices experience
dissonance? And if so, how do they restore equilibrium
without
changing their attitudes? This article addresses
do
in particular. Evidence
general and to FT purchase
from an exploratory qualitative study is then provided
an outline for a theoretical framework
after which
that
integrates
the
neutralisation
of ethical
construct
consumer
with
behaviour
existing explanations
and FT purchase is given. This framework
leads to the
of
research
generation
propositions
aiming to address
the issue of non-purchase
of FT products by con
an ethical concern.
to
it
be
recognise
sumers who
these
neutralisation
questions
by applying
theory
and
Neutralisation
describes a
Matza,
1957).
(Sykes
mechanism
that facilitates behaviour
that is either
norm
violating
attitudes. When
or
in contravention
they neutralise,
of
individuals
expressed
soften or
What
Social
is neutralisation?
norms
behaviour
play a crucial role in guiding
et al., 2002). When
(e.g. Davies
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ethical
social
et al.
90
Andreas Chatzidakis
norms
are not
guide
to the degree
internalised
under
behaviour
all
that they
consumers
circumstances,
the dis
may develop
coping strategies to deal with
sonance
In 1957 Sykes and
that they experience.
Matza
their
seminal
article on juvenile
published
to those of his/her
can be
perspective
of the normative
flexibility
categorical
to
attributed
the
systems: rather than being
norms
social
imperatives,
or
limited
against killing does not
the delinquent
learns
example, the moral injunction
apply in time of war. Thus,
patterns
committed
of
her actions
me
fault with
after the
an attempt
some higher
to actualise
order
ideal or value; e.g. "To some what I did may
I did it for my
but
appear wrong,
family".
to note that, while
It is important
these techniques
as
unethical
behaviour,
may be viewed
following
can
make
unethical
and
it,
ultimately
they
precede
behaviour
nalised,
are
values
in their applica
"qualified guides
terms
in
of
time, place, persons, and social cir
bility
cumstances"
1957, p. 666). For
(Sykes and Matza,
for action,
should find
the
society,
complete opposition
or rationalisa
learns a set of justifications
delinquent
can
tions, i.e. the techniques of neutralisation, which
from self-blame and the blame of
insulate him/her
This
they
rip-offs they have engineered".
to higher loyalties (AtHL): argument
(5) Appeal
is the result of
that norm-violating
behaviour
suggested that rather than learning
values or attitudes standing in a
delinquency.
They
moral
imperatives,
others.
joke
to remain
that help him/her
thought
to the normative
system and qualify his/
as "acceptable"
if not "right".
(Grove
rationalisations.
Since
known
of deviance
(Minor, 1981; Copes, 2003). Examples of
its application
include a variety of juvenile
(e.g. Ball,
1966; Minor,
1981; Costello,
2000) as well as adult
contexts
deviance
and
1981; Eliason
(e.g. Levi,
Dodder,
of more
their norm-violating
behaviour.
These
techniques,
consumer
to
context
the
adapted
by Strutton et al.
(1994, p. 254), are listed below along with generic
genocide
isational
examples:
neu
by Sykes and Matza,
one
most
has
been
of
the
theory
widely
and frequently cited theories in the sociology
its formulation
tralisation
(1957) identified five categories
Sykes and Matza
labelled ,neutralisation
that describe
techniques'
the different
rationalisations
that people
apply to
-
inter
possible. That is, once successfully
can
become
devices
they
truly
neutralising
et al., 1989) as opposed
to post behavioural
1999; Fox, 1999). It has also been the subject
intuitive applications
including the victimi
sation of battered wives
(Ferraro and Johnson,
1983),
and the Holocaust
rule
management
pageant mothers
Calhoun,
(Alvarez,
1997),
2003)
enforcing
(Fershing,
of the "temporary
deviant"
in the United
States
organ
and the
label of
(Heltsley
and
2003).
of responsibility
(1) Denial
argument
(DoR):
that one is not personally
accountable
for
the norm-violating
tors
beyond
one's
behaviour
control
are
because
operating;
fac
Neutralisation
(DoV):
blame
countered
for personal
the violated
by arguing
e.g. "It's
party deserved whatever
happened;
I
their fault; if they had been fair with me,
would
not have done
it".
the condemners
(4) Condemning
(CtC): deflec
tion of accusations
misconduct
of
by point
out
that
those
who
condemn
engage in
ing
similarly
disapproved
activities;
e.g.
"It's
of FT
et al. (1994) found that, in consumer
con
consumers
tend to ratio
texts, otherwise
principled
nalise their non-normative
behaviour by appealing to
the techniques of neutralisation. Other
scholars have
Strutton
cause no party directly suffered as a result of
the big deal in stealing it,
it; e.g. "What's
nobody will miss it?"
of Victim
the purchase
products
e.g.
"It's not my fault, I had no other choice".
of Injury (Dol): contention
that per
(2) Denial
sonal misconduct
is not really serious be
(3) Denial
actions
and
a
applied neutralisation
search in this domain
to consumer
behaviour, but re
remains limited (Strutton et al.,
and Chan, 2002; Rosenbaum
1994, 1997; Mitchell
and Kuntze,
2003). Most
considered quite extreme
of the extant
studies have
and were
illegal behaviour
based on one-offsurvey
instruments, amethodological
for
approach that has been described as problematic
investigating ethical behaviour
(e.g. Crane, 1999) and
also for validating the theoretical tenets of neutralisa
tion theory
in particular
(see e.g. Fritsche,
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2005).
The Role
There are strong reasons to believe
that the need
to justify/rationalise
one's own behaviour
spans all
sorts of consumer
as
as
activities,
long
they involve
a
concern.
the negligence
of
ethical
personal
studies by Bersoff
confirmed
Experimental
(2003) have
(2001) and Fritsche
the applicability
of
?
small
rather than clearly
i.e. failure to declare small
both
to relatively
neutralisation
deviant
ethical breaches
and drinking
overpayment
cans
from non-recyclable
respectively.
Chatzidakis
et al. (2004) explored the applicability
of neutralisation
theory in a variety of consumer
contexts.
found evidence
They
are
techniques
readily employed
such as shoplifting,
behaviours,
that neutralisation
in clearly deviant
but also in more
flexible contexts,
such as recycling and
normatively
FT
Each
of
these contexts varies
buying
products.
and there is a need for dis
however,
considerably,
crete treatment with context
specific conceptualisa
tion
and
matively
consumption
flexible have
choices
been
that are more
nor
as behaviours
described
guided by personal moral beliefs and individual eth
ical standards (e.g. Crane and Matten,
2004; Cher
rier, 2005) rather than group or social norms that
these
apply under any circumstances.
Consequently,
are the contexts where
attitudinally-incongruent
behaviours
should be most pervasive.
This
article
builds
probing more deeply
the specific context
ceptual
contribution
decision-making
ating variable
nally,
construct
the
91
in the context
range
of supporting FT and to uncover
the
that
When
justifications
they employ.
the application
of existing
theoretical
there is a deductive
to
the
research,
aspect
of
exploring
constructs
but qualitative
to re
allow participants
approaches
count stories, examples and scenarios that illuminate
the nature of those constructs within
the particular
context
(Patton, 1990; Mason,
1996). This interplay
of induction
and deduction
is particularly
principles
valued
when
neutralisation
eliciting
techniques
(Fritsche and Mayrhofer,
2001), as it can also indicate
the accessibility
in people's mind,
of arguments
is an important
which
characteristic
for effective
neutralisation
(Fritsche,
have
approaches
tative
on
our
earlier
research
by
in
into the use of neutralisation
of FT.
of
It elaborates
neutralisation
the con
to
ethical
its role as a moder
by examining
in relation to established
article
the
models.
it was
that
important
familiar with
the basic prin
sample members
some
FT
movement
of
the
and
felt
ciples
degree of
it and these filters were
with
empathy
A
used
during
was
re
sample
recruitment.
cruited
by asking visitors to a FT Roadshow
(pro
in central England
to
event) at a university
motional
participate
convenience
in the research.
sample
informants;
of the informants were
eighteen
Fourteen
were
a total of
and eleven
females.
There
seven males
staff or students
at
the university
and four were
in full-time
employ
ment
in other organisations.
The age range of the
sample was from 20 to 50 years, with a bias towards
the lower
integrates
the Theory
with
of Planned Behaviour
- one
of the more testable
1985, 1991)
(TPB; Ajzen,
models
that has been applied to ethical decision
?
and develops
to
research propositions
making
facilitate empirical
of
role
of
the
neutralisa
testing
tion in consumer purchase of FT goods.
to FT
in relation
were
Fi
neutralisation
2003). Accordingly,
quali
been widely
for
adopted
into other applications of neu
exploratory
inquiries
tralisation theory (e.g. Ferraro and Johnson,
1983;
Hazani,
1991; Byers et al., 1999; Gauthier,
2001).
In order to be able to discuss experiences
of dis
sonance
research.
Ethical
ofNeutralisation
Face
ethical
ages.
to face
concerns
were
interviews
to
conducted
to FT,
relevant
explore
the occurrence
attitude-behaviour
in
of
this
domain,
individuals
discrepancies
of dissonance
and whether
experiences
use
arguments in relation to their
neutralisation-style
FT consumption.
Of particular concern for the re
search design was the inherent problem of the per
ceived
social desirability
in relation to
of opinions
issues (Crane, 1999; Nancarrow
et al., 2001),
the unattractiveness
of favouring more
selfish goals
over socially-oriented
et
Davies
al., 2002)
goals (e.g.
and the association
between
self
neutralisation,
ethical
evidence:
Preliminary
Justifications
for not buying
FT products
The
evidence
here was
based
preliminary
presented
a qualitative
to examine how
inquiry intended
use
readily individuals
arguments
neutralisation-style
on
needs and personal
of FT
presentation
importance
values (see Fisher and Katz, 2000). For these reasons,
interviews were preferred
to focus groups to avoid
the
social
pressures
of
conforming
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to perceived
et al.
Andreas Chatzidakis
92
norms
the lead of dominant members
and following
of the group (e.g. Malhotra,
2004). To address the
research partici
social influence of the interviewer,
to talk about
pants were
prompted
consumer both in a projective/indirect
1993) and with
Projections were explored
Fisher,
to the participant as well
Discussion
centred on
being
manner
for ,other people' known
as unspecified
,others'.
which
the
interviews,
the study aimed to
each of the five
associated with
of
examples
to
COSTA
in
bigger
to me
aren't
subsidies,
to
going
is
problem...which
and
the minor
that
FT
about
about
all
agree
signing
the condemners
our
coffees
other
consumer...
the
small
(CtC):
for
money
FT...where
round?
If
could
they
example,
that
can
you
should
non-FT
be
save
to
coffee".
it
of
any
request
it
maybe
a person
wants
request
got
you've
look at the menu,
if you
letters
print
in
way
be
not
I like
honest,
very
and
nearest
"I've
thought
in what
tech
of
different
trying
the
some
and
(CtC
buying
but
in Salisbury's
I
things...and
on
same
the
a consideration,
be
I go shopping
cal
on
keen
might
on".
and
in general...when
I look for the cheapest
to me".
thing
some
that
times
I buy...but
part
be more
I should
of me
is quite
ethi
lazy
actu
ally".
"...and
we
then
but
whatever,
to give an indication
niques are presented below
devices that are used in the FT context.
it seems
care
coffee, where
says
"FT
arguments
neutralisation
is too big to be dealt at the le
that
(3) Condemning
am
vidual's own priorities, whereas
the second was coded
DoR
the person
is suggesting
because
that their
on the behaviour
is contingent
behaviour
of a third
Illustrative
system".
organizations
"...to
FT
retailer.
to an
(4)Appeal to higher loyalties (AtHL):
not
if they were
products
two
Of
first
these
the
excessively priced".
examples,
would
be coded AtHL because it refers to the indi
the
buying
DoR).
to price/cost
informants
often
referred
example,
when
their
behaviour;
explaining
typical quotes were
"I always go for the cheapest things" and "I would
party,
view,
my
(by
that contributes
anything
consumer...
the
FT...in
buying
are
systemic...
"I think that the issue of FT puts a lot of burden of
In the coding process itwas apparent
predetermined.
an important
that the framing of statements was
of
the
should
be
coded. For
determinant
how
data
buy more
trading
fairness
explore the use of the five techniques of neutralisa
in the sense that the
tion, the approach was deductive
basic coding themes relating to these techniques were
really
trade
ments".
challenged
but nearly all of them did so. Interviews
behaviour,
20 and 75 min.
lasted between
of
of
those
as the issue arose naturally in the course of
was
None
of the participants
to rationalise
attitudes and
incongruent
recordings were made
were
later transcribed. As
improved
not
for
bad
unfair
ity of people
overcome
the
individuals'
Audio
of
I'm not doing
FT)
vel
conversation.
the
feel
causes
"I think, the problem
(and others')
attitudes
towards FT and the interviewer
probed
own
to
their
talk
about
(and
others')
participants
behaviour
"I wouldn't
the
(see
themselves.
to
reference
a FT
(2)Denial of Injury (Dol) (or denial of benefit):
have
this
posed
to be better
coffee
so
I never
this
coffee
coffee,
buy
coffee
is FT
which
is horrible!
And
isn't it? I don't
it's
and
sup
like this
it".
are
et al. (1989) note that some techniques
heavily used than others in particular ethically
situations. With
respect to FT, appealing
challenging
to higher
(AtHL), denial of responsibility
loyalties
Grove
more
(1)Denial of responsibility (DoR):
so much
"It
more
is so
est money
"I
think
don't
"I
I would
think
products
when
think
much
that
promote
actively
a
and
anyway,
expensive
at the moment..."
tight
or
supermarkets
these
shops
more
product
don't
explanation..."
FT
know
and
it's
when
enough,
they
FT
I
not...but,
given
reference
referred
to denial
of victim
and
denial
as Denial
used neutralisation
that exists
are not
tenuous
(Dol; or what was
were
of Benefit)
the more widely
there was only
techniques, while
to CtC and none of the arguments
(DoR)
manifest
in general,
about
passionate
if I had realised the difference
people
hon
things..."
become
is
to be
of
injury
(DoV). The informants
on
the
responsibility
grounds that they were
that
distribution
and promotion
of FT
uninformed,
denied
products
is inadequate
or FT goods
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are too costly.
The Role
ofNeutralisation
93
breaches
in
of injury (or of benefit) was based on notions
such as that FT is just a marketing
ploy or a small
to
contributes
scale initiative which
only marginally
make.
of Third World
of aminority
producers,
if at all, and which does not lead to a systemic change
in trading systems. External attribution was evident
Ethical
Itwas also related
arguments.
tensions
which
argument,
highlighted
in her own and other
that the informant recognised
to understand
ethical
decision-making
Attempts
of
have increased substantially since the 1980s. Much
contexts
is
the research in managerial/organisational
Denial
the
everyday
that
choices
people
the welfare
in both DoR
and Dol
to the CtC
stakeholders'
arguments
In contrast,
responsibilities.
to higher
loyalties related to
social
appealing
financial constraints,
convenience,
variety
perceived
or
the
inferiority of FT products,
perceived
seeking
self-oriented
illustrating the tension between more
and
social
responsibility.
goals
this re
findings are only illustrative because
demonstrate
of course,
search approach
cannot,
cannot
that the
causation
and therefore
prove
The
are
arguments
as
used
devices.
neutralising
However,
that consumers
the study did provide an indication
have a range of accessible neutralisation
techniques
not
to justify their actions when
do
buy FT
they
goods. Further research is required to demonstrate
is at work in this context, but first
that neutralisation
relates to
it is necessary to outline how neutralisation
the
to build
in existing models
used
of ethical decisions. The next section
constructs
understanding
gives a brief overview
making
been applied
neutralisation
of ethical decision
that have
how
the
act as a moderating
might
detailed
these frameworks. A more
construct
variable within
of how
discussion
of models
models
social psychological
in this context and outlines
and
can be
neutralisation
integrated
Behaviour
the Theory
of Planned
is
then
(Ajzen, 1985, 1991)
pursued.
with
(TPB)
based
literature
decision-making
on one
ethical
or another
decision-making
of the prominent
positive
and
models
such as Hunt
(1986; 1992) general
theory of marketing
interac
Trevino's
ethics,
(1986) person-situation
tionist model,
Ferrell and Gresham's
(1985) contin
Vitell's
ethical decision
for understanding
model
and
(1991) issue-contingent
making
Jones'
see
Ford and Richardson,
1994; Loe
(for reviews
et al. 2000; O'Fallon
and Butterfield,
2005). Rest's
gency
framework
(1979) four-stage model
as a major
highlighted
of moral
influence
is often
judgment
in this stream of
research
and Butterfield,
(e.g. Jones, 1991; O'Fallon
Its
four
fundamental
components
2005).
(1) rec
a
a
moral
moral
issue, (2)making
ognising
judgment,
(3) resolving to place moral concerns ahead of other
and (4) acting on those moral concerns
concerns,
can be viewed
as the underlying
structure of all the
ethical
theories because,
prominent
decision-making
different
variables/constructs,
despite
emphasising
some
on
one
or
more
in
focus
way
steps of this
they
model.
Whilst
the
role
of neutralisation
stages of this process was
(Vitell and Grove,
1987),
research
has
empirical
(McDonald
Elsewhere
addressed
in some
as early as 1987
unfortunately,
subsequent
remained
limited
very
and Pak, 1996).
in the consumer
behaviour
stream of
and Vitell's
research, Hunt
(1986; 1992) theory of
ethics
and
of Planned
marketing
Theory
Ajzen's
A moderating
Ethical
decision-making:
for neutralisation?
In a recent
literature,
review
O'Fallon
of
role
the ethical
decision-making
(2005) high
lack of research into identi
the surprising
variables
that may moderate
key relationships
fying
of the existing
models.
ethical
decision-making
is to restore
The primary function
of neutralisation
balance
incongruent
important
when
act
people
manner
moderating
(TPB; Ajzen,
1985,
as the more
and Butterfield
lighted
1991) are identified
frame
commonly
applied theoretical
works
(Chatzidakis et al., 2004). The small amount
con
of research that has specifically
investigated
Behaviour
and,
as
variable
in
such,
an
attitudinally
it may
that explains
be
an
ethical
has concen
support for the FT movement
on
and testing models based on the
trated
developing
TPB
1999; Shaw et al. 2000;
(Shaw and Clarke,
Shaw and Shiu, 2002a, b, 2003).
sumers'
structure of
in the fundamental
commonality
the ethical decision-making
models
suggests that the
in
of
neutralisation
relation to any
conceptualisation
The
model
that represents
this four-stage
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process,
or part
et al.
Andreas Chatzidakis
94
thereof, can be relatively readily transferred. In this
in relation
the conceptualisation
article we develop
is arguably the most robust of
in social psy
models
attitude-behavioural
to the TPB.
all the
The TPB
in a great
and it has been
successfully applied
chology
see e.g. Notani,
(for reviews,
variety of domains
and Conner,
1998; Ajzen,
2001; Armitage
2001).
most
has
been
it
the
Crucially,
applied
frequently
and tested in various aspects of ethical consumer
behaviour,
Clarke,
2002a,
(Shaw and
purchase
et al., 2000; Shaw and Shiu,
instances of consumer misconduct
ethical
including
1999; Shaw
b, 2003),
(Fukukawa,
2002) as well as more
specific applica
on
tions e.g.
software piracy (Chang, 1998), waste
(Chan, 1998) and green consumerism
(e.g.
et al., 1999).
and
1992; Kalafatis
Shepherd,
Sparks
role of
the moderating
Therefore,
conceptualising
in relation to this theoretical
neutralisation
frame
recycling
in this
and comparability
promotes
consistency
nascent area of research. Further,
it is in principle
so long as
open to the inclusion of other constructs
work
et al,
a process
(Strutton
describes
Neutralisation
1994,
1997).
of restoring equilibrium without
attitude
change.
Comment
has been
made more
that
generally
or attitude-behaviour
of cognitive
consis
social psychology
have left the diverse
tency within
a
to
state without
modes
of returning
balanced
theories
attitude
(Hazani,
1991). Even
change unexplored
the cognitive
dissonance
literature, where
a counter-attitudinal
attitudes
after performing
within
to remain in striking
been found
to
that
the focus has largely
behaviour,
opposition
as opposed
to the
been on the arousal of dissonance,
to
attitude change;
that lead
processes
subsequent
hence generating
little evidence regarding the nature
behaviour
have
those
of
processes
2002). Accordingly,
that there is surprising
ways
et al.,
1990; Holland
et al. (2002) observe
little research on the different
(Kunda,
Holland
in which
people
behaviour:
incongruent
tion and the associated
their attitudinally
justify
The concept of neutralisa
of neutralisation
taxonomy
increase TPB's
power
(Ajzen,
they
explanatory
1991, p. 199). Lastly, it is in line with all the ethical
as
models
mentioned
decision-making
previously,
is a theoretical contribution
that promises
techniques
to build understanding
of this gap. Despite
the po
tential to elaborate on the contribution
of neutrali
(from attitudes
long as they allow for a step-by-step
to intentions
to behaviour)
view of the cognitive
to cognitive
consistency
and Chaiken,
1993 for a review),
For
process.
point
ethical
all
the
above
reasons,
and
as
a
particular,
conceptualise
and
neutralisation,
basis for future
present
empirical
role of
the moderating
as a
research
propositions
testing,
in relation
to the
TPB.
important
momentum
research
Consumers
often
experience
their own
balancing
that favours
behaviour
is clear
and
evidence
example,
being
ethical
moral
and there
concerns
in actual
always manifest
For
and
Atalla,
2001).
(e.g. Carrigan
consumers
to buy
have
been
found
environmentally
their expression
1996)
(Strong,
to
adherence
behaviour
tensions
with
are not
attitudes
behaviour
internal
that consumers'
that
hazardous
products
regardless of
for greener alternatives
shoplift regardless of their
of concern
and
to
societal
guide
and
models
the
economic
marketplace
norms
behaviour
of
area.
this
of psychological
"norm-activation"
denial",
processes
in
incorporated
being
of ethical decision-making.
model
has been
which
For
incorporates
found
to have
as helping
ability
explanatory
behaviour
1977; Schwartz and Howard,
(Schwartz,
1981) and energy conservation
(Tyler et al., 1982).
TPB
context
the
in
the
of shoplifting,
Applying
a
case
Fukukawa
made
for the inclu
(2002)
strong
in
desires
societal well
examples
neutralisation
to
similar
example
when
in
are
There
"defensive
rolefor neutralisation?
(see Eagly
in this article effort
to understand
established
A moderating
theories
at integrating
itwith
the models
adopted
it may be an
ethical decisions, where
to build on the
variable,
moderating
is directed
starting
up a new direction for research on
in
and support for FT
decision-making
for opening
we
sation
contexts
sion of "perceived
unfairness"
neutralisation
point-of-view,
such
in the model.
both
of
the
From
a
above
constructs
represent a rather fragmented
picture of
the neutralising
"defensive
denial"
relates to
process:
the
of "denial of responsibility"
whilst
technique
to
unfairness"
the
of
"denial
victim".
"perceived
Hence,
ethical
account
the
of neutralisation
into
incorporation
a more
decision-models
holistic
promises
of defensive
psychological
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mechanisms.
The Role
ofNeutralisation
95
serve
Further indication
that neutralisation might
a significant role within
the ethical decision-making
is provided
its underlying
process
by re-examining
tenets in relation to a concept
theoretical
that has
? at
more
within
attention
least
enjoyed
organisa
tional ethical decision-making
research
that is
the addition "perceived
unfairness"; while
proposed
in the ethical consumerism
field, Shaw and col
1991). The moral
intensity
the
concept
convergent
support for
acknowledges
nature of moral decisions. The
the issue-contingent
characteristics
of the moral
called
issue, collectively
realities of consumers who consistently
psychological
are in apparent contradiction
behave in ways which
to their expressed ethical concerns.
Figure 1 incor
moral
intensity
(Jones,
are important
determinants
of
intensity",
a
ethical decision-making
and behaviour
review,
(for
see O'Fallon
and Butterfield,
2005). Jones
(1991)
six basic components
of moral
proposed
intensity;
"moral
of
magnitude
social
consequences,
consensus,
probability of effect, temporal immediacy,
proximity
are purported
to
and concentration
of effect. These
affect all steps in the ethical decision
independently
making
as
process,
is neutralisation.
Indeed,
neu
of reasoning are very much based on
tralisation-types
a biased interpretation
of precisely
those situational
characteristics.
For
may
of
technique
magnitude
the probability
the denial
of
injury
example,
on
an act's
downplaying
or underestimating
consequences
rely
of (negative) effects, whilst
the denial
on
its
be
based
lack
of
may
temporal
of victim
immediacy.
1999; Shaw et al., 2000;
leagues (Shaw and Clarke,
Shaw and Shiu, 2002a, b, 2003) have suggested the
and "self identity".
addition of "ethical obligation"
the
model
for the
fails to account
Still,
inevitably
in to TPB
neutralisation
the
porates
alongside
and
col
additional
variables
Shaw
proposed
by
for attitude-behaviour
leagues to account
discrep
ancies
At
Conceptualising
in consumers
FT
role
of neutralisation
purchase
context.
this
of
neutralisation
theory
norm
a conventional
of both
acceptance
situational
lays
and
the
the
to it. Therefore,
to
contrary
exceptions
on
the assumption
studies
based
many
underlying
it does not assume
the TPB,
is always
most
role
consistent
with
condition
important
in consumers'
that people's behaviour
their attitudes.
Indeed, the
to play a
for neutralisation
is that
ethical decision-making
an act
should have a desire to commit
and at the
(that represents a less ethical alternative)
same time have ethical bonds that require neutrali
sation
and Hughes,
1981; Dodder
(e.g. Minor,
individuals
a TPB
these ethical
framework,
1987). Within
attitudes towards a
bonds could translate in positive
norms.
but also, in positive
behaviour,
subjective
Whilst
the
in
the heart
the
latter
could
be
subsumed
under
the
former (see e.g. Eagly and Chaiken,
1993, p. 178),
such a distinction would be in conceptual
agreement
behaviour
is an extension
The TPB
of the Theory of Reasoned
and
Fishbein,
(TRA; Ajzen
1980), suggesting
that behaviour
in a specified
is a direct
situation,
Action
in turn is a
intention, which
and subjective norm. TPB differs
by adding a new construct,
perceived
refers to an individual's
control, which
function
of behavioural
function
of attitude
from TPJV
behavioural
control
behavioural
While
to
is suggested
intentions and behaviour.
beliefs
and
the TPB
has been
found
impact
both
to have
some
Behaviour
explanatory
ability, a large part of the ethical con
sumer decision-making
In
still remains unexplained.
this has been accounted
for by sampling,
general,
and
issues (see
operationalisation
behaviour-specific
1998; Ogden,
e.g. Luzar and Cosse,
2003) or by the
in the
addition of further constructs.
For example,
context
of consumer
ethics, Fukukawa
(2002) has
Self-Identity
Background
Figure
sation
1. The
in the
Characteristics
direct
theory
and moderating
of
planned
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effects
behaviour.
of
neutrali
96
Andreas Chatzidakis
with
the original application of neutralisation
theory
to norm-violating
instances as well as with
the dis
crete role of social norms, as highlighted
in one way
or another in most existing ethical
decision-making
models
1986, 1992; Ferrell and
(e.g Hunt and Vitell,
therefore
Trevino,
1986;). We
on
the direct and moderating
present propositions
role of neutralisation
from both attitudes and sub
Gresham,
1985;
norms
jective
behaviour,
to intention,
as follows:
and
then
to
et al.
weakened
Hence
of neutralising
by the acceptance
the following
propositions:
P3a: The
of neutralising
be
higher the acceptance
liefs the weaker
the relationship
between
ethical
and behavioural
intention.
obligation
P3b: The
be
liefs
self
actual
of neutralising
higher the acceptance
the weaker
the relationship
between
on
consumers'
has a direct, negative
intentions
behavioural
individual
to pur
important
tudes and behavioural
Pic:
The
liefs
be
atti
intention.
of neutralising
higher the acceptance
the weaker
the relationship
between
be
sub
intention.
jective norms and behavioural
P2a: Neutralisation
has a direct and indirect
intentions)
negative
chase behaviour.
influence
(via
on actual FT pur
P2b: The
of neutralising
be
higher the acceptance
the weaker
the
between
relationship
behavioural
intentions
and actual FT purchase
liefs
behaviour.
is open to the inclusion
of other con
so long as they increase TPB's
explanatory
when
power
(Ajzen, 1991, p. 199). Accordingly,
to
behaviours
that
be
ethical
may
applied
guided by
several studies have empirically
confirmed
concerns,
The
TPB
structs
the
usefulness
of
two
additional
constructs,
i.e.
"ethical
intention.
ethical
influence
chase FT products.
Plb: The higher the acceptance
of neutralising
liefs the weaker
the relationship
between
and behavioural
identity
Within
Pia: Neutralisation
beliefs.
several
research,
decision-making
traits have been empirically
established as
determinants
of ethical behaviour
such as
locus of control
and cognitive
gender,
religion,
see
moral
et al.,
reviews
Loe
(for
development
consumer
and
O'Fallon
for
2000;
Butterfield,
2005;
in particular, see Vitell, 2003). In line
characteristics
with
a TPB
framework
however,
traits,
personality
and
variables,
values,
intelligence,
demographic
other variables of this kind are considered
"back
factors"
that "...influence
behaviour
and
ground
on
intention
their
effects
behavioural,
indirectly by
or control
normative
beliefs
these
and, through
on attitudes,
norms or percep
beliefs,
subjective
tions
of
197)
That
control"
(Ajzen
they are
is,
of the TPB
and
Fishbein,
not
2005,
but
neglected
are assumed to mediate
p.
the
the
components
effects of background
factors on intentions
and
actions.
Since
to directly
they are not expected
affect
the relationships
in the above
described
for the sake of parsimony
and length
we do not expand further on the
considerations,
influence of these factors. However,
future research
could benefit from identifying
charac
background
propositions,
and "self-identity"
obligation"
(e.g. Beck
and Ajzen,
1991; Sparks and Shepherd,
1992; Sparks
et al. 1995; Armitage
and Conner,
1999). Research
Shaw
and
and
Clarke,
1999;
by
(Shaw
colleagues
that may
the acceptance
influence
of neu
as
in
beliefs
to
other
tralising
particular,
opposed
as
of
determinants
behaviour
atti
such
proximal
tudes or subjective norms. For example, given that
et al., 2000; Shaw and Shiu, 2002a, b, 2003)
has established
to
the applicability
of both concepts
FT purchase
in particular,
therefore
substantiating
to influence
the
already been found
of
beliefs
Ball,
1966;
employment
neutralising
(e.g.
Ward
and Beck,
this would
1990; Bersoff,
2001),
mean
that the effects of neutralisation
in the ethical
Shaw
the proposition
that support for FT may be guided
by personal moral beliefs and ethical standards much
more
or universal
than social norms
values. As
to atti
in addition
discussed however,
previously
norms
tudes or subjective
these types of ethical
- as
bonds
in the constructs
reflected
of ethical
and
be
may
obligation
self-identity
equally
teristics
gender
has
decision-making
women
rather
tional
could
factors
be
for
process would
stronger
than men.
Identification
of addi
ones particularly
psychological
valuable
information
about the ori
provide
of
beliefs as well
gin
neutralising
for
future
interventions.
ways
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All use subject to JSTOR Terms and Conditions
as possibly
suggest
The Role
research
and
Conclusions
97
ofNeutralisation
directions
et al., 1998). The
few
(e.g. Bohner
a study on failure
to declare
include
(Bersoff, 2001), one on environmen
manipulated
exceptions
Ifmost
consumers
hold
several ethical
concerns/pro
social attitudes, yet fail to behave accordingly
(Bird
andWilliams,
and Hughes,
1997; Cowe
2000), then
of ethical
it is imperative
theories
that existing
consumer
to explain
the
evolve
decision-making
restore
without
in which
ways
equilibrium
people
an initial impetus for
attitude change. To provide
the
this research, this article outlines neutralisation
to consumption
its applicability
ory and discusses
contexts
ethical brea
that involve relatively minor
use
in relation
to FT.
were
There
a
tins; Fritsche, 2003)
studies (embedding
further
measure
in quantitative
studies. The
neutralisation
final part of the article examines how the neutrali
can be
extant
sation construct
integrated with
to build
of ethical deci
understanding
to
research
and
presents
propositions
sion-making
relation
facilitate empirical testing of the proposed
models
used
ships in future research.
The
lack of literature
on
at an
neutralisation
intrapersonal level means that there is also a dearth of
research that demonstrates
the stage in the decision
are em
at
which
neutralisation
process
techniques
precede an
ployed. For example, does neutralisation
act (rather than follow it)? It is often said that alter
as an
cannot be considered
neutralisation
natively,
etiological
represent
theory
not
much
of (im)moral
more
tions of deviant behaviour
than
behaviour.
ex
(Dunford
post facto
It would
and
is a primary
this
for
direction
on
the
from
advancing
understanding
Apart
such a research
ethical decision-making,
consumer's
could
endeavour
for
have
important
implications
communications
and public policy
could be a
neutralisation
example,
to
alternative
based
strategies,
emotional
communication
existing
on
example
for
or
informational
In fact, while
of
the phenomenon
is
increasingly
discrepancies
as a pertinent
issue within
ethical consumer
viewed
and Atalla,
research
1996; Carrigan
(e.g. Roberts,
and Dawkins,
2001; Worcester
2005), there ismuch
appeals.
attitude-behaviour
more
to be done
the most
if to establish
effective
of guilt;
(e.g.
psychological
approaches
those discrep
Bennett,
1996) for actively reducing
ancies. A neutralisation-based
approach could take
inducement
of
advantage
neutralisation
consumers
how
understanding
use
to justify
their
techniques
pursuing
selfish goals (initially through qualitative data
such as those reported here in the context of FT) and
more
then
address
the
use
of
these
mechanisms
It
head-on.
is hoped
that future experimental
studies will pro
a
more
vide
theoretical
and empirical
appropriate
as well
basis for substantiating
the above proposition
as examine
those
in more
effects
directly
communication/intervention-based
relevant,
environments.
explana
and Kunz,
1973;
for count
1991; Dabney,
1995, p. 316;
see e.g. Peretti-Watel,
erarguments
2003). To an
extent, this is amethdological
problem: experimental
in the neu
been
have
approaches
underrepresented
Hollinger,
free-riding;
research.
promising
Further research is required to fully ac
for the nature of neutralising
arguments in the
a scale to
as
a
context
FT
and
basis for developing
minor
commit
and
(e.g. shoplifting
and Bayer,
1989) and on rape proclivity
et
support of FT, which
(Bohner
al.1998). However,
is a relatively minor
ethical breach, can be examined
of the demographic
they
profile of the participants;
all drawn from one geographic
region of the
to this type
the analytical challenges common
U.K.;
count
to
intentions
Schwarz
actual marketing
initiatives.
For
of research.
on
a questionnaire)
acts
delinquent
to this study: a small conve
number of limitations
nience sample was used and itwas restricted in terms
were
(i.e. drinking from one-way
similar
and two methodologically
an experimental manipulation
in
behaviour
experimentally
It
ches and the particular case of buying FT products.
from an exploratory
evidence
presents
study that
that
the types of neutralising
identified
arguments
consumers
overpayment
tally harmful
literature; since for both ethical and prac
tical reasons neither neutralisation
(as the independent
tralisation
variables of interest
variable) not many
dependent
can be easily
extreme
criminal
behaviour)
(e.g.
Note
For
fined
the
agreements,
tive
working
of
purposes
as goods
this
paper
"purchased
cooperative
involving
trading principles,
conditions
for
ensuring
the
(Strong, 1996, p. 5).
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All use subject to JSTOR Terms and Conditions
FT
under
products
equitable
rather
than
a fair price
producers
and
are
de
trading
competi
and fair
suppliers"
et al.
98
Andreas Chatzidakis
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