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Journal of Business Ethics

, Volume 74, Issue 1, pp 89–100 | Cite as

Why People Don’t Take their Concerns about Fair Trade to the Supermarket: The Role of Neutralisation

  • Andreas Chatzidakis
  • Sally Hibbert
  • Andrew P. Smith
Article

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.

Keywords

attitude-behaviour gap ethical consumerism ethical decision-making fair trade purchase neutralisation 

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Copyright information

© Springer Science+Business Media B.V. 2007

Authors and Affiliations

  • Andreas Chatzidakis
    • 1
  • Sally Hibbert
    • 1
  • Andrew P. Smith
    • 1
  1. 1.Nottingham University Business SchoolUniversity of NottinghamNottinghamUK

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