Conceptualizing Immoral and Unethical Consumption Using Neutralization Theory

Neutralization is a defense mechanism through which people downplay the repercussions of their behavior. This article demonstrates the ability of neutralization theory (especially 13 neutralization techniques) to contribute theoretical understandings into how consumers can justify the negative impacts of their purchasing behavior, how they can continually or periodically rationalize their less than moral and ethical consumption decisions. Guided by the intent to galvanize empirical and interpretative consumer scholarship informed by neutralization theory, 13 consumer vignettes were developed to illustrate the powerful insights to be gained from bringing this theoretical perspective to bear on the immorality of consumption.