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Two theoretical lenses, theories of psychological reactance and system justification, are invoked to frame the role of online shopping in shaping consumer behaviour in taboo markets.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>A naturalistic inquiry paradigm was used to test a sample of 34 Saudi women who were buying taboo products online.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The determinant of such behaviour is based on differences in understanding the ritual restrictions between people, their society and their country. The four principal attitudes towards restrictions are justifying, accepting, rejecting and reacting. These attitudes frame five motivations: satisfying the restriction, to be unique, but aligned with social norms; breaking social norms; aligning one's self-image to liberal societies; and joy in challenging legal restrictions. The motives for online shopping are justification\/utilitarian, to accommodate other restrictions in going to local markets; and reactance hedonic, to break restrictions. These motivations create seven different patterns of online shopping behaviour.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This research contributes to the literature by presenting an alternative perspective on online shopping motivations for taboo products. Furthermore, this research calls for a new socio-psychological theory for understanding the role of technology in influencing consumer behaviour in restrictive societies.<\/jats:p><\/jats:sec>","DOI":"10.1108\/itp-12-2018-0555","type":"journal-article","created":{"date-parts":[[2022,2,4]],"date-time":"2022-02-04T08:35:33Z","timestamp":1643963733000},"page":"332-361","source":"Crossref","is-referenced-by-count":9,"title":["Determinations of system justification versus psychological reactance consumer behaviours in online taboo markets"],"prefix":"10.1108","volume":"36","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-8343-4167","authenticated-orcid":false,"given":"Amgad Ali","family":"Badewi","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-5900-2225","authenticated-orcid":false,"given":"Riyad","family":"Eid","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-0850-9744","authenticated-orcid":false,"given":"Ben","family":"Laker","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","published-online":{"date-parts":[[2022,2,7]]},"reference":[{"key":"key2023011206255364500_ref001","article-title":"Saudi women are breaking free from the black abaya - WSJ","year":"2019","journal-title":"The Wall Street Journal"},{"key":"key2023011206255364500_ref106","article-title":"Shahih Sirah Nabawiyah: Seleksi Sirah dan Hadits","year":"2002"},{"key":"key2023011206255364500_ref002","volume-title":"A Most Masculine State: Gender, Politics and Religion in Saudi Arabia","year":"2013","edition":"1st ed."},{"issue":"6","key":"key2023011206255364500_ref003","doi-asserted-by":"crossref","first-page":"713","DOI":"10.1080\/00224540209603931","article-title":"Dogmatic behavior among students: testing a new measure of dogmatism","volume":"142","year":"2002","journal-title":"The Journal of Social Psychology"},{"issue":"1","key":"key2023011206255364500_ref004","doi-asserted-by":"publisher","first-page":"3","DOI":"10.1136\/tc.9.1.3","article-title":"From social taboo to \u2018torch of freedom\u2019: the marketing of cigarettes to women","volume":"9","year":"2000","journal-title":"Tobacco Control"},{"key":"key2023011206255364500_ref005","doi-asserted-by":"publisher","first-page":"3","DOI":"10.1007\/s10551-019-04414-2","article-title":"Religious but not ethical: the effects of extrinsic religiosity, ethnocentrism and self-righteousness on consumers' ethical judgments","volume":"1","year":"2020","journal-title":"Journal of Business Ethics"},{"issue":"2","key":"key2023011206255364500_ref006","doi-asserted-by":"publisher","first-page":"77","DOI":"10.1016\/S0022-4359(03)00007-1","article-title":"Hedonic shopping motivations","volume":"79","year":"2003","journal-title":"Journal of Retailing"},{"issue":"4","key":"key2023011206255364500_ref007","doi-asserted-by":"publisher","first-page":"644","DOI":"10.1086\/209376","article-title":"Work and\/or fun: measuring hedonic and utilitarian shopping value","volume":"20","year":"1994","journal-title":"Journal of Consumer Research"},{"key":"key2023011206255364500_ref008","volume-title":"Death and Sensuality: A Study of Eroticism and the Taboo","year":"1962"},{"key":"key2023011206255364500_ref009","volume-title":"Designing Social Research: The Logic of Anticipation","year":"2019","edition":"3rd ed."},{"key":"key2023011206255364500_ref010","volume-title":"Digital Market Outlook: E-Commerce Fashion","year":"2017"},{"issue":"4","key":"key2023011206255364500_ref011","doi-asserted-by":"publisher","first-page":"420","DOI":"10.1037\/h0023034","article-title":"Effect of a favor which reduces freedom","volume":"3","year":"1966","journal-title":"Journal of Personality and Social Psychology"},{"issue":"3","key":"key2023011206255364500_ref012","doi-asserted-by":"publisher","first-page":"239","DOI":"10.1016\/j.jcps.2010.06.008","article-title":"Why did I eat that? 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