McCarthy, Breda, Kapetanaki, Ariadne Beatrice, and Wang, Pengji (2025) Don't Blame Me! Using Neutralisation Theory to Understand Household Food Waste. International Journal of Consumer Studies, 49 (3). e70059. (In Press)

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Abstract

Wasted food has detrimental effects on the natural environment and on society. Although reducing food waste is seen as an ethical consumption behaviour, the influence of moral norms on food waste is still under debate and research has shown mixed results. To address this research gap, a temporal, extended norm activation model (NAM) is presented in this study, and it incorporates neutralization theory to explain how people negotiate moral issues. That is, individuals use several neutralization techniques to suppress their moral norms, which subsequently influence their intentions related to food waste. Partial least squares structural equation modeling (PLS-SEM) was used to analyse data from an online panel of UK consumers (n=358). We found pathways between neutralisation techniques, moral norms and intentions towards avoiding food waste. The research shows that people use two neutralization techniques, ‘denial of responsibility’and ‘condemning the condemners’ to dampen their moral norms, which further weaken their intentions to avoid food waste. Recommendations for policymakers and practitioners are made and de-neutralisation tools are identified, such as making people aware of their internal dialogues, ensuring greater accountability in food waste reduction pledges and providing workplace training.

Item ID:	85103
Item Type:	Article (Research - C1)
ISSN:	1470-6431
Copyright Information:	This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited. © 2025 The Author(s). International Journal of Consumer Studies published by John Wiley & Sons Ltd
Sensitivity Note:	No
Date Deposited:	14 Apr 2025 23:45
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