Abstract
All consumer activities have an integral ethical component and consumers' are frequently found to behave in ways that contradict their professed ethical concerns. The paper explores this discrepancy with reference to "techniques of neutralization" (Sykes and Matza 1957); i.e. five rationalizations that can mitigate the negative impact on self-image stemming from norm violations. Through a qualitative study, the research examines the applicability of the concept of neutralization and the five techniques in particular, across a range of consumer behaviours. It provides preliminary evidence regarding the capacity of those techniques to soften or eliminate the negative impact that disengagement from ethical concerns can have on a consumer's self-image.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
