Applying neutralization theory to fair trade buying behaviour

Abstract

More and more consumers are willing to pay a premium for fair trade products. However, great potential remains as the market shares of these products are still low. In the present study, neutralization theory was applied to investigate the reasons for consumers hesitating to buy more fair trade products. A postal paper-and-pencil survey was sent out using random addresses from the telephone book in the German-speaking part of Switzerland, resulting in a final sample size of n = 620. The results show that the techniques of neutralization are used to various degrees. A principal component analysis resulted in two strategies of neutralization: an internal strategy (focusing on the consumers themselves) and an external strategy (focusing on the farmers in developing countries). A regression analysis proved that the internal neutralization strategy was an important predictor for fair trade buying behaviour, even when controlling for attitudes towards fair trade.

A Model of Neutralization Techniques

“…While acknowledging that the best option is available, people can neutralize their deviant behavior by claiming that the circumstances do not offer more realistic options thereby asking too much of them (Rosenbaum, Kuntze, and Wooldridge 2011). For example, Brunner (2014) found that consumers neutralized their failure to buy fair trade products by claiming that these products are too expensive and there are no cheaper alternative fair trade products. In this regard, people can also argue that because the circumstances are bad, it is unrealistic for them to behave well.…”

Overcoming the psychological barriers to energy conservation behaviour: The influence of objective and subjective environmental knowledge

“…Presumably, this may root in a biased cognitive evaluation (e.g., disgrading) on the efficiency of individual efforts. Brunner (2014) terms this phenomenon as denial of benefits (of personal efforts). Feelings of helplessness may develop when people believe in that the environmental problem is intractable due to its severity (Pelletier et al, 1999), it is too late to do anything, and the damage is irreversible by human action (Lorenzoni et al, 2007) or other consumers wouldn't follow suit, so one can change nothing alone (Gifford, 2011;Lorenzoni et al, 2007).…”

Socio‐demographic basic factors of German customers as predictors for sustainable consumerism regarding foodstuffs and meat products

“…In return, the consumer pays a surcharge for the product (Koppel and Schulze, 2013). Likewise, a growing number of consumers are prepared to pay higher prices for fair trade, but the percentage remains scant (Koppel and Schulze, 2013;Brunner, 2014). It remains established that social and environmental sustainability stand as two clearly separate factors within a mutual dependency (Huvstedt and Bernard, 2010).…”

“…It remains established that social and environmental sustainability stand as two clearly separate factors within a mutual dependency (Huvstedt and Bernard, 2010). Above all, a partiality for fair trade is most likely to the group of younger, politically liberal women who have an aboveaverage education (Brunner, 2014;Taylor and Boasson, 2014).…”

“…As earlier studies prove, there is a direct link from socio‐demographic variables to nutrition knowledge and the attitude to healthy nutrition, as well as to sustainable behaviour regarding nutrition (e.g. Grunert et al ., ; Brunner, ; Pedrini and Ferri, ).…”