The Impact of Corporate Environmental Transgressions on Consumer Support For Non-Profits: the Role of Negative Moral Emotions and Moral Identity

Chunyan Xie, Stord/Haugesund University College, Norway
Richard P. Bagozzi , University of Michigan, USA
We add to research on pro-social decision making by providing a new psychological mechanism underlying consumer support for nonprofits upon exposure to corporate environmental transgressions. Results showed that contempt, anger, and disgust mediate the relationship between corporate transgressions and consumer support. Further, moral identity regulates such a mediation process.
[ to cite ]:
Chunyan Xie and Richard P. Bagozzi (2016) ,"The Impact of Corporate Environmental Transgressions on Consumer Support For Non-Profits: the Role of Negative Moral Emotions and Moral Identity ", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 765-765.