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

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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.

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Acknowledgments

This paper was based partially on a doctoral dissertation submitted to the Hong Kong Baptist University by the first author and was supervised by the second author.

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Authors and Affiliations

  1. Business School, Beijing Normal University, Beijing, China

    Zhi Xing Xu

  2. Department of Education Studies & Center for Child Development, Hong Kong Baptist University, Hong Kong, China

    Zhi Xing Xu & Hing Keung Ma

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  1. Zhi Xing Xu
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  2. Hing Keung Ma
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Correspondence to Zhi Xing Xu.

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Xu, Z.X., Ma, H.K. How Can a Deontological Decision Lead to Moral Behavior? The Moderating Role of Moral Identity. J Bus Ethics 137, 537–549 (2016). https://doi.org/10.1007/s10551-015-2576-6

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  • DOI: https://doi.org/10.1007/s10551-015-2576-6

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