Being moral and doing good to others

Felix Septianto · Bambang Soegianto

31 citations0/0 files storedMarketing Intelligence & Planning

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Ethics in Business and Education Nonprofit Sector and Volunteering Psychology of Moral and Emotional Judgment

Abstract

Purpose Although previous research has established that moral emotion, moral judgment, and moral identity influence consumer intention to engage in prosocial behavior (e.g. donating, volunteering) under some circumstances, these factors, in reality, can concurrently influence judgment process. Therefore, it is important to get a more nuanced understanding of how the combinations of each factor can lead to a high intention to engage in prosocial behavior. The paper aims to discuss these issues. Design/methodology/approach This research employs fuzzy-set qualitative comparative analysis to explore different configurations of moral emotion, judgment, and identity that lead to a high consumer intention to engage in prosocial behavior. Findings Findings indicate four configurations of moral emotion, moral judgment, and moral identity that lead to a high intention to engage in prosocial behavior. Research limitations/implications This research focuses on the case of a hospital in Indonesia; thus, it is important not to overgeneralize the findings. Nonetheless, from a methodological standpoint, opportunity emerges to broaden the examinations in other service and cultural contexts. Practical implications The findings of this research can help the hospital to develop effective combinations of advertising and marketing strategies to promote prosocial behavior among its customers. Originality/value This paper provides the first empirical evidence on the existence of multiple pathways of moral emotion, judgment, and identity that lead to a high consumer intention to engage in prosocial behavior. The implications of this research also highlight the importance of cultural context in understanding consumer behavior.

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References

2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.2011Building Better Causal Theories: A Fuzzy Set Approach to Typologies in Organization Research 1990Impure Altruism and Donations to Public Goods: A Theory of Warm-Glow Giving 2002The self-importance of moral identity.2008Redesigning Social Inquiry: Fuzzy Sets and Beyond 1987The relation of empathy to prosocial and related behaviors.2001Empathy and Moral Development: Implications for Caring and Justice 2007A set-theoretic approach to organizational configurations

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