Dissociation of morality and performance : Essays on the concept of moral decoupling

This dissertation examines moral decoupling, the process by which consumers separate performance from morality judgments, to explain immoral or unsustainable behaviors. Through six studies, it explores how fear influences moral judgment in public health and hoarding contexts, sometimes overriding reasoning, as seen during COVID-19 and supply shortages. In the realm of sustainability, moral decoupling affects consumer choices regarding packaging, plastic use, and emotions like guilt and pride. It also extends to political conflicts, where consumers justify purchasing from companies operating in aggressor nations, introducing social responsibility as a key factor. Overall, the findings expand moral decoupling theory by incorporating new variables and offering practical insights for businesses, policymakers, and consumers, with a call for further real-world testing.

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