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Applying neutralization theory to fair trade buying behaviour
Author(s) -
Brunner Thomas A.
Publication year - 2014
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/ijcs.12081
Subject(s) - neutralization , fair trade , principal (computer security) , sample (material) , telephone survey , business , marketing , principal component analysis , economics , international trade , computer science , mathematics , statistics , chemistry , medicine , chromatography , antibody , immunology , operating system
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 G erman‐speaking part of S witzerland, 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.