The effects of moral context on the colours of guilt and pride

Zaikauskaite, Laura; French, Phoebe; Stojanovic, Mina; Tsivrikos, Dimitrios

doi:10.1080/03623319.2020.1782637

Cited by 3 publications

(1 citation statement)

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“…Therefore, it is possible that environmental harms do not generate strong intuitions, which in turn activate the motivation to analyse rights and wrongs (Decety et al, 2012). Indeed, the study by Zaikauskaite et al (2020) has assessed the differences in the perception of morality in environmental vs. social cases and has found that effects of moral dimension were less strong in environmental scenarios, supporting the idea that moral intensity might be playing a role. If that would be the case, then it is possible that the events in the environmental scenarios were not processed in the same manner as they would have been processed in the classical moral scenarios depicting intentional moral transgressions (Cushman, 2008).…”

Section: Discussionmentioning

confidence: 97%

Hunt–Vitell’s General Theory of Marketing Ethics Predicts “Attitude-Behaviour” Gap in Pro-environmental Domain

et al. 2022

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The inconsistency between pro-environmental attitudes and behaviours, known as the “attitude-behaviour” gap, is exceptionally pronounced in scenarios associated with “green” choice. The current literature offers numerous explanations for the reasons behind the “attitude-behaviour” gap, however, the generalisability of these explanations is complex. In addition, the answer to the question of whether the gap occurs between attitudes and intentions, or intentions and behaviours is also unknown. In this study, we propose the moral dimension as a generalisable driver of the “attitude-behaviour” gap and investigate its effectiveness in predicting attitudes, pro-environmental intentions and subsequent behaviours. We do so by using Hunt–Vitell’s moral philosophy-based framework of ethical decision-making, which conceptualises morality as the central decision-making parameter. The results from 557 US MTurk participants revealed that the manipulation of moral dimensions, specifically deontology and teleology, impacted ethical evaluation of presented dilemmas, however, failed to translate into subsequent intentions and behaviours. This finding suggests (i) that the moral dimension has an effect in shaping attitudes toward environmental issues, and (ii) that gap occurs between attitudes and intentions rather than intentions and behaviours. Further investigation of what strengthens and/or overrides the effects of the moral dimension would help understand the reasons why moral attitudes do not always translate into subsequent intentions and behaviours in the pro-environmental domain.

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Section: Discussionmentioning

confidence: 97%