Moral avoidance for people and planet: anti-consumption drivers

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.

Citation

Sudbury-Riley, L. and Kohlbacher, F. (2018), "Moral avoidance for people and planet: anti-consumption drivers", Management Decision, Vol. 56 No. 3, pp. 677-691. https://doi.org/10.1108/MD-12-2016-0907