Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 51, No. 1, pp.227-249
ISSN: 1226-1874 (Print)
Print publication date 28 Feb 2022
Received 01 Oct 2021 Accepted 15 Nov 2021
DOI: https://doi.org/10.17287/kmr.2022.51.1.227

도덕적 정체성이 소신소비 태도에 미치는 영향: 자의식 정서와 고객가치의 역할

Euihong Chung ; Hobae Lee
(First Author) CEO of Twinuniverse Ltd. chungeh1008@gmail.com
(Corresponding Author) Hongik University Business School hblee@hongik.ac.kr
The Effect of Moral Identity on Attitude toward Subjectively Believing Consumption: The Role of Self-Conscious Emotion and Customer Value


Copyright 2011 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION
This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

Recently consumers are emphasizing goodness, fairness, and reciprocity, and choosing conscious consumption based on moral beliefs and values. With such trends ESG(Environment, Society, and Governance), which pursues sustainable development through potential intangible values ​​as a non-financial performance, is attracting attention.

This study defines the concept of subjectively believing consumption and investigates the influences of the difference in the psychological mechanism(internalization and symbolization) of moral identity on subjectively believing consumption through the structural relationship between authentic pride, shame, and the ethical and social values.

In addition, the moderating effect of political ideology on the relationship between moral identity and attitude toward subjectively believing consumption is examined.

As the results of hypothesis testing, moral identity has effect on the attitude toward subjectively believing consumption, and the effect of moral identity on the attitude toward subjectively believing consumption is mediated by the self-conscious emotion and customer value. And it found out the moderating effect of the political ideology on the relationship between moral identity and attitude toward subjectively believing consumption.

Keywords:

Moral Identity, Authentic Pride, Shame, Customer Value, Subjectively Believing Consumption

Acknowledgments

This thesis was written based on the doctoral dissertation of Euihong Chung.

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∙ The author Euihong Chung received his Master and Ph.D. degrees from Hongik University Business School, He is CEO of Twinuniverse Ltd. His research interests include marketing strategy and consumer behavior.

∙ The author Hobae Lee is a marketing professor in Hongik University Business School. He received his bachelor, his master, and his Ph.D from Korea University Business School. His research interests include marketing strategy, consumer Behavior, and advertising.