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.
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 language | English |
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Pages | 347 |
Publication status | Published - 29 Nov 2021 |
Event | Australia and New Zealand Marketing Academy Conference: Something Different - The University of Melbourne, Melbourne, Australia Duration: 29 Nov 2021 → 1 Dec 2021 https://www.anzmac2021.com/conference |
Conference
Conference | Australia and New Zealand Marketing Academy Conference |
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Abbreviated title | ANZMAC |
Country/Territory | Australia |
City | Melbourne |
Period | 29/11/21 → 1/12/21 |
Other | Contemporary 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. |
Internet address |