Applying neutralization theory to fair trade buying behaviour

Brunner, Thomas (2014). Applying neutralization theory to fair trade buying behaviour International Journal of Consumer Studies, 38(2), pp. 200-206. Wiley-Blackwell 10.1111/ijcs.12081

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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.

Item Type:	Journal Article (Original Article)
Division/Institute:	School of Agricultural, Forest and Food Sciences HAFL > Consumer-focused Food Production
Name:	Brunner, Thomas0000-0002-6770-6548
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce
ISSN:	14706423
Publisher:	Wiley-Blackwell
Language:	English
Submitter:	Simon Lutz
Date Deposited:	17 Dec 2019 11:52
Last Modified:	18 Dec 2020 13:29
Publisher DOI:	10.1111/ijcs.12081
ARBOR DOI:	10.24451/arbor.8439
URI:	https://arbor.bfh.ch/id/eprint/8439