Neutralization techniques as a moderating mechanism: Ethically questionable behavior in the Romanian consumer context

Abstract

On the basis of an empirical investigation in the context of Romania, this paper identifies a moderating role of neutralization techniques within ethically questionable consumer behavior. The quantitative study is based on a synthesized model of theory of planned behavior incorporating the factor of perceived unfairness and neutralization techniques. Significantly, neutralization techniques are shown to have a negative, but definite impact on the action to behave unethically. This leads to their consideration as a process of thinking, rather than as static judgment. As such, neutralization techniques are conceptually distinctive to the other factors. The paper analyzes the results specific to the Romanian context, but noting implications for an understanding of the morality of markets with similar historical, political, and economic conditions. Overall, the findings offer a more nuanced reading of consumer behavior. The paper places moral flexibility in terms of a specific cultural context, but also reveals how neutralization techniques can moderate ethically questionable behaviors beyond matters of self‐interest, which, in turn, has implications for how companies can consider their responsibilities in relation to their customers.

Do gender identities of femininity and masculinity affect the intention to buy ethical products?

“…However, inconsistencies between what consumers think, what they intend, and what they actually do, across several ethical consumption contexts, have been also identified (e.g., Hassan et al, ). Consumers who fail to “walk their talk” towards ethical consumption (Carrington et al, ) are influenced by a set of external (i.e., economic factors, availability) and internal (i.e., gender, educational level, neutralization techniques) determinants (e.g., Fukukawa, Zaharie, & Romonţi‐Maniu, ; Wiederhold & Martinez, ).…”

Preventing shoplifting: Exploring online comments to propose a model

“…In addition, as the study's sample consisted of US residents only, the generalization of the findings to other countries is inappropriate. Therefore, the proposed model could be tested in a cross‐cultural context to further understand its potential relevance (e.g., Fukukawa et al, ; Krishen & Hu, ). Furthermore, in terms of age and income levels of the study's participants, Generation‐X and low‐income individuals were more heavily represented than other groups.…”

“…Surprisingly, though considerable research over the years in marketing and other areas has focused on understanding desirable consumer behavior, it has devoted far less attention to understanding undesirable behavior, such as shoplifting (e.g., Vermeir, de bock, & van Kenhove, ). Additionally, although a number of published studies address the topics of consumer misbehavior, consumer dysfunctional behavior, and deviant consumer behavior (Dootson, Lings, Beatson, & Johnston, ; Fukukawa, Zaharie, & Romonti‐Maniu, ; Yaprak & Price, ; Yang, Algesheimer, & Dholakia, ), only a few research articles in marketing have focused on understanding consumers’ intention to shoplift (e.g., Babin & Babin, ; D. Cox, Cox, & Moschis, ; Vermeir et al, ). This is surprising as dollar‐wise shoplifting occupies the largest and most significant part of consumer misbehavior.…”

Consumer ethics: A review and research agenda

“…Other constructs include moral philosophies (Lu & Lu, 2010), spirituality (Vitell et al, 2016), Machiavellianism (Arli et al, 2019), and so forth. The constructs like social norms and perceived behavioural control (Fukukawa & Ennew, 2010; Fukukawa et al, 2019; Koay et al, 2020) and moral intensity (Culiberg, 2014; Koklic et al, 2016) are some commonly studied social and interpersonal variables. Social attachment, parent's religiosity, parenting style, and peer support, and so forth.…”