Morality Matters in the Marketplace: The Role of Moral Metacognition in Consumer Purchasing

To better understand the seemingly inconsistent influence of consumers' morality on their marketplace behaviors, we apply insights from research on attitude moralization to the consumer domain. That is, rather than predefining certain products as “moral,” this approach treats morality as the extent to which individual consumers metacognitively perceive their positive product attitudes as rooted in moral (vs. non-moral) considerations. Across...