THE CONTRIBUTION OF NEUTRALIZATION THEORY FOR GAINING INSIGHT INTO THE “ATTITUDE-BEHAVIOR” GAP REGARDING FAIR TRADE PRODUCTS

Abstract

Increasing numbers of consumers are expressing favorable attitudes toward Fair Trade Products (FTPs). However, market shares of these products remain low. In this study, neutralization theory was applied to gain a better understanding of the gap between attitudes and the behaviors which deviate from them. From the results of the present study which uses a qualitative methodology combining 33 semi-structured interviews and four group discussions, we propose a typology of three categories of neutralizations: disempowering neutralizations, relativizing neutralizations, and ideological neutralizations. We highlight individual differences in the use of these techniques and illustrate the sequential order of their intervention in the purchase decision process.