Moral avoidance for people and planet: anti-consumption drivers

Sudbury-Riley, Lynn ORCID: 0000-0001-5097-3407 and Kohlbacher, Florian
(2018) Moral avoidance for people and planet: anti-consumption drivers. MANAGEMENT DECISION, 56 (3). pp. 677-691.

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<jats:sec><jats:title content-type="abstract-subheading">Purpose</jats:title><jats:p>The purpose of this paper is to examine a form of anti-consumption termed moral avoidance.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title><jats:p>The study builds and tests a model of moral avoidance, using a sample (<jats:italic>n</jats:italic>=457) of adults aged 50-94 years.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Findings</jats:title><jats:p>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.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Practical implications</jats:title><jats:p>The study uncovers new underlying reasons why people practice moral avoidance and in so doing guides managers in their targeting and decision making.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Originality/value</jats:title><jats:p>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.</jats:p></jats:sec>

Item Type: Article
Uncontrolled Keywords: Pro-environmental behaviour, Anti-consumption, Ethical consumption, Ecology concerns, Moral avoidance
Depositing User: Symplectic Admin
Date Deposited: 23 Jan 2018 15:57
Last Modified: 05 Sep 2023 00:02
DOI: 10.1108/MD-12-2016-0907
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