Understanding Consumers’ Ethical Justifications: A Scale for Appraising Consumers’ Reasons for Not Behaving Ethically

Abstract

consumer ethics, socially responsible consumption, unethical consumer behaviour,

Bags for Life: The Embedding of Ethical Consumerism

“…D 'Astous and Legendre (2009) in a study to develop a scale for appraising why consumers do not behave ethically used three types of justification: economic rationalism; economic development reality; and government dependency. An economic rationalism argument is one in which consumers think that to behave in a socially responsible manner is more costly to them than the benefits they receive; an economic development reality argument is one in which consumers think that to achieve economic growth and improve / maintain acceptable standards of living, ethical considerations have to be put aside (so costs outweigh benefits at a macro-level); a government dependency argument is one in which consumers take their lead from government cues, in other words if there is no government action to enforce socially responsible behaviour it is not viewed as having important consequences.…”

“…Both Chatzidakis et al (2007) and d 'Astous and Legendre (2009) argue that inclusion of the moderating effect of neutralisation techniques increases the explanatory power of the theory of planned behaviour (Ajzen, 1991). D' Astous and Legendre's (2009) framework treats (lack of) knowledge and perceived (in)effectiveness as antecedents to economic rationalization, economic development reality and government dependency justifications for not adopting socially responsible behaviour.…”

“…D' Astous and Legendre's (2009) framework treats (lack of) knowledge and perceived (in)effectiveness as antecedents to economic rationalization, economic development reality and government dependency justifications for not adopting socially responsible behaviour. They argue that these antecedents have a moderating effect on the adoption of such justifications such that they were found to be used less where knowledge about socially responsible behaviour and/or consumers' perceived effectiveness (belief their actions would make a difference) were greater.…”

“…Both Chatizidakis et al (2007) and d 'Astous and Legendre (2009) suggest that an understanding of how consumers use neutralisation techniques to justify not changing behaviour can be used to formulate appropriate communication strategies which directly address those techniques themselves. Bray et al (2011) suggest that by developing strategies to reduce the barriers between intention and action sustained behaviour change is easier to achieve.…”

“…Bray et al (2011) highlight the importance of exposure in lowering barriers. The influence of popular media and governments may act as a catalyst in making the issues salient (d 'Astous and Legendre, 2009). Haddock-Fraser (2010) suggested that the role of the media may be one (of many) components communicating corporate environmental performance as well as servicing the information needs of more direct stakeholders such as consumers, investors, employees and associated businesses.…”