Ina-Linda Deuchert, Rebekka Böhm, Caroline Meyer, Ulrich R. Orth
{"title":"When Firms Continue Doing Business in Aggressor Nations: A Refined Moral Decoupling Perspective on Consumer Response","authors":"Ina-Linda Deuchert, Rebekka Böhm, Caroline Meyer, Ulrich R. Orth","doi":"10.1177/02761467241235558","DOIUrl":null,"url":null,"abstract":"Russia's invasion of Ukraine prompted many Western companies to pull out of the aggressor country. This study examines why and when consumers purchase from companies that choose to sustain operations in Russia. This study advances a refined moral decoupling model where effects of transgression relevance on purchase intention are channeled not only through judgments of performance and morality, but additionally through judgment of social responsibility. Results of an empirical study with four German companies and a sample of German consumers indicate that the relevance of a company's transgression influences consumer purchase intention through judgments of social responsibility and morality. This remains stable regardless of individual differences in moral decoupling. However, judgments of performance mediate a transgression's effects on purchase intention only with individuals who are less prone to decoupling. Effects of a company's perceived social responsibility on purchase intention are weaker with the politically more liberal than with the more conservative, whereas effects of morality are enhanced by a more liberal political orientation and the strength of a person's moral identity. These findings aid researchers and practitioners by advancing a refined moral decoupling framework that has greater relevance in the context of political conflict and war.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"63 1","pages":""},"PeriodicalIF":3.7000,"publicationDate":"2024-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Macromarketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/02761467241235558","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Russia's invasion of Ukraine prompted many Western companies to pull out of the aggressor country. This study examines why and when consumers purchase from companies that choose to sustain operations in Russia. This study advances a refined moral decoupling model where effects of transgression relevance on purchase intention are channeled not only through judgments of performance and morality, but additionally through judgment of social responsibility. Results of an empirical study with four German companies and a sample of German consumers indicate that the relevance of a company's transgression influences consumer purchase intention through judgments of social responsibility and morality. This remains stable regardless of individual differences in moral decoupling. However, judgments of performance mediate a transgression's effects on purchase intention only with individuals who are less prone to decoupling. Effects of a company's perceived social responsibility on purchase intention are weaker with the politically more liberal than with the more conservative, whereas effects of morality are enhanced by a more liberal political orientation and the strength of a person's moral identity. These findings aid researchers and practitioners by advancing a refined moral decoupling framework that has greater relevance in the context of political conflict and war.
期刊介绍:
The Journal of Macromarketing is primarily a marketing journal (although it includes a wide range of social science disciplines) that focuses on important societal issues as they are affected by marketing and on how society affects the conduct of marketing. The journal covers macromarketing areas such as marketing and public policy, marketing and development, marketing and the quality of life, and the history of marketing.