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How Can a Deontological Decision Lead to Moral Behavior? The Moderating Role of Moral Identity

Author

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  • Zhi Xing Xu

    (Beijing Normal University
    Hong Kong Baptist University)

  • Hing Keung Ma

    (Hong Kong Baptist University)

Abstract

Deontology and utilitarianism are two competing principles that guide our moral judgment. Recently, deontology is thought to be intuitive and is based on an error-prone and biased approach, whereas utilitarianism is relatively reflective and a suitable framework for making decision. In this research, the authors explored the relationship among moral identity, moral decision, and moral behavior to see how a preference for the deontological solution can lead to moral behavior. In study 1, a Web-based survey demonstrated that when making decisions, individuals who viewed themselves as moral people preferred deontological ideals to the utilitarian framework. In study 2, the authors investigated the effect of moral identity and moral decision on moral behavior in an experimental study. The results showed that when deontology was coupled with the motivational power of moral identity, individuals were most likely to behave morally.

Suggested Citation

  • Zhi Xing Xu & Hing Keung Ma, 2016. "How Can a Deontological Decision Lead to Moral Behavior? The Moderating Role of Moral Identity," Journal of Business Ethics, Springer, vol. 137(3), pages 537-549, September.
    • Handle: RePEc:kap:jbuset:v:137:y:2016:i:3:d:10.1007_s10551-015-2576-6
    DOI: 10.1007/s10551-015-2576-6
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    References listed on IDEAS

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    Cited by:

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    3. Paramita, Widya & Indarti, Nurul & Virgosita, Risa & Herani, Rina & Sutikno, Bayu, 2022. "Let ethics lead your way: The role of moral identity and moral intensity in promoting social entrepreneurial intention," Journal of Business Venturing Insights, Elsevier, vol. 17(C).
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    5. Xiaofeng Xu & Miaomiao Li & Ho Kwong Kwan & Xiaomeng Zhang, 2024. "The antecedents of moral identity: A meta-analytic review," Asia Pacific Journal of Management, Springer, vol. 41(3), pages 1697-1728, September.
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    7. Yuanyuan Zhou & Zhuoying Fei & Yuanqiong He & Zhilin Yang, 2022. "How Human–Chatbot Interaction Impairs Charitable Giving: The Role of Moral Judgment," Journal of Business Ethics, Springer, vol. 178(3), pages 849-865, July.
    8. Peter E. Mudrack & E. Sharon Mason, 2019. "Utilitarian Traits and the Janus-Headed Model: Origins, Meaning, and Interpretation," Journal of Business Ethics, Springer, vol. 156(1), pages 227-240, April.
    9. Vasilis Theoharakis & Seraphim Voliotis & Jeffrey M. Pollack, 2021. "Going Down the Slippery Slope of Legitimacy Lies in Early-Stage Ventures: The Role of Moral Disengagement," Journal of Business Ethics, Springer, vol. 172(4), pages 673-690, September.
    10. Malakkaran Johny Jino & Hima Elizabeth Mathew, 2021. "Can Formalisation Ensure Ethical Behaviour Among Teachers? The Mediating Role of Moral Efficacy," Business Perspectives and Research, , vol. 9(2), pages 306-323, May.

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