Abstract
Drawing on the literatures on morals in market and product categories, we elaborate a (de)moralization framework that accounts for how and why producers of a core economic sector include or not moral attributes in a product category definition. Based on a 9-year field study of the development of socially responsible investment (SRI) funds in France, we describe the conditions that facilitate the transition from moral silence to moral questioning (i.e., transparency and contestation) and from moral questioning to moral inclusion (i.e., threat on market and identity introspection). We deduce the other possible paths of the framework and discuss implications for research on product categories and on morals in markets.
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