Abstract
Purpose: The purpose of this paper is to examine a form of anti-consumption termed moral avoidance. Design/methodology/approach: The study builds and tests a model of moral avoidance, using a sample (n=457) of adults aged 50-94 years. Findings: Two distinct forms of this type of anti-consumption emerged, one based on exploitation of eco-systems and one on exploitation of humans. Ecology concerns and perceived consumer effectiveness are significant antecedents to both forms, while ethical ideology also impacts anti-consumption for social reasons. Greater numbers practice this form of anti-consumption for social reasons than for ecology reasons. Practical implications: The study uncovers new underlying reasons why people practice moral avoidance and in so doing guides managers in their targeting and decision making. Originality/value: The study is the first to demonstrate that this form of anti-consumption has two different perspectives: planet and people. Moreover, older adults are important ethical consumers, but no previous study has explored them from an anti-consumption perspective.
Original language | English |
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Pages (from-to) | 677-691 |
Number of pages | 15 |
Journal | Management Decision |
Volume | 56 |
Issue number | 3 |
DOIs | |
Publication status | Published - 26 Mar 2018 |
Externally published | Yes |
Keywords
- Anti-consumption
- Ecology concerns
- Ethical consumption
- Moral avoidance
- Pro-environmental behaviour