Neutralization theory: A tool to understanding consumer (un)ethical behavior
Authors
Gervinskas, Domantas ; Caciora, Raul Bogdan ; Abdul Hameed, Yousif
Term
4. term
Publication year
2015
Submitted on
2015-06-09
Pages
135
Abstract
Mange danske forbrugere siger, at de vil købe etisk fremstillede tekstiler og tøj, men deres faktiske køb matcher ofte ikke disse intentioner. Denne afhandling undersøger, om neutraliseringsteknikker kan forklare kløften mellem intention og handling. Neutraliseringsteknikker er almindelige mentale retfærdiggørelser, som mindsker oplevet skyld eller ansvar (f.eks. at bagatellisere skade, flytte ansvaret eller sige, at alle gør det). Studiet fokuserer på beslutninger om etisk produceret beklædning og ser på, om og hvordan disse retfærdiggørelser påvirker valgene, når forbrugere ikke følger deres etiske intentioner. Formålet er at tydeliggøre de psykologiske faktorer bag etiske køb og understøtte indsatser, der fremmer mere konsekvent etisk forbrug.
Many Danish consumers say they intend to buy ethically made textiles and clothing, yet their actual purchases often do not match these intentions. This thesis investigates whether neutralization techniques help explain this gap between intention and behavior. Neutralization techniques are common mental justifications people use to reduce feelings of guilt or responsibility (for example, downplaying harm, shifting blame, or saying that everyone does it). The study focuses on decisions about ethically produced apparel and examines if and how these justifications influence choices when consumers do not follow through on their ethical intentions. The aim is to clarify the psychological factors behind ethical purchasing and to inform efforts that encourage more consistent ethical consumption.
[This abstract was generated with the help of AI]
Keywords
Documents