When Firms Continue Doing Business in Aggressor Nations: A Refined Moral Decoupling Perspective on Consumer Response

IF 3.7 4区 管理学 Q2 BUSINESS Journal of Macromarketing Pub Date : 2024-02-28 DOI:10.1177/02761467241235558
Ina-Linda Deuchert, Rebekka Böhm, Caroline Meyer, Ulrich R. Orth
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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.
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当企业继续在侵略国开展业务时:关于消费者反应的精炼道德脱钩视角
俄罗斯入侵乌克兰促使许多西方公司撤出这个侵略国。本研究探讨了消费者为何以及何时向选择在俄罗斯维持运营的公司购买产品。本研究提出了一个完善的道德解耦模型,在该模型中,越轨行为相关性对购买意向的影响不仅通过对绩效和道德的判断,还通过对社会责任的判断。对四家德国公司和德国消费者样本的实证研究结果表明,公司违法行为的相关性通过对社会责任和道德的判断影响消费者的购买意向。无论道德脱钩的个体差异有多大,这一点都保持稳定。然而,只有较少脱钩的个体才会通过对业绩的判断来调节违法行为对购买意向的影响。公司的社会责任感对购买意向的影响在政治上更自由的人身上比在政治上更保守的人身上要弱,而道德的影响则会因政治取向更自由和个人道德认同的强度而增强。这些发现有助于研究人员和从业人员推进一个完善的道德脱钩框架,该框架在政治冲突和战争背景下具有更大的相关性。
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来源期刊
CiteScore
5.00
自引率
25.80%
发文量
46
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.
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