The dynamics of consumer boycott intention: Examining the roles of moral reasoning, cognitive dissonance, and self-congruence
研究了消费者面对企业不道德行为时，三种道德推理策略（道德合理化、道德解耦、道德耦合）如何通过认知失调影响抵制意向，并发现自我一致性起调节作用。
This study addresses consumer responses to unethical corporate behavior by examining the mediating effects of three moral reasoning strategies: moral rationalization, moral decoupling, and moral coupling. Specifically, this study evaluates how these moral reasoning strategies influence consumer behavior toward accused companies, focusing mainly on boycott intentions. This study also introduces cognitive dissonance as an additional mediating factor in the moral reasoning process. Recognizing the importance of self-congruence in brand–consumer relationships, this study proposes self-congruence as a moderator. Through these contributions, this study aims to advance the understanding of the antecedents and effects of moral reasoning processes on consumer responses to corporate misconduct.