Moral Disengagement, Neutralization Techniques, and (Un)ethical Consumer Behaviour

Research output: Contribution to conferenceAbstractResearchpeer-review

Abstract

Although prior research has separately utilised the theory of moral disengagement (Bandura et al. 1996) and techniques of neutralization (Sykes and Matza 1957) to examine consumers’ (un)ethical consumption, research has not examined how these constructs are interrelated in relation to consumer ethics. A survey of 436 US consumers was conducted to identify the relationships among locus of control (chance), trait cynicism, moral disengagement, and neutralization techniques in the context of ethical consumer behaviour. The findings demonstrate that moral disengagement and neutralization techniques are separate constructs that sequentially mediate the negative effects of locus of control (chance) on ethically minded
consumer behaviour. However, trait cynicism had no direct or indirect effects on ethical consumer behaviour. This research addresses the gap in the moral psychology literature on the relationships between moral disengagement and neutralization techniques and the gap in the consumer psychology literature on their joint effects on ethical consumer behaviour.
Original languageEnglish
Pages347
Publication statusPublished - 29 Nov 2021
EventAustralia and New Zealand Marketing Academy Conference: Something Different - The University of Melbourne, Melbourne, Australia
Duration: 29 Nov 20211 Dec 2021
https://www.anzmac2021.com/conference

Conference

ConferenceAustralia and New Zealand Marketing Academy Conference
Abbreviated titleANZMAC
Country/TerritoryAustralia
CityMelbourne
Period29/11/211/12/21
OtherContemporary markets are an ocean of mediocre marketing agendas.



Yet, for businesses that dare, difference delivers.

And for consumers who care to carve out new identities: diversity matters.



That’s why ANZMAC 2021 embraces difference and diversity in marketing knowledge, strategy, and practice.
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