How Consumers Justify Their Unethical Behavior: The Role of Moral Recognition Strategies (Moral Rationalization, and Decoupling), Complemented by Culture, on the Purchase of Counterfeits in Pakistan.

Moral recognition, is defined as a person's description of a condition as ethical dilemma.However, people will not always interpret situations as ethical problems in the same way with the same force under all circumstances.The literature suggests that when two conditions of acceptance of ethics (moral rationalization and decoupling) are met, people will define the situation as a ethical problem differently.In the moral system, people use it to turn immoral acts into less immoral acts.Therefore, it allows them to violate ethical standards while maintaining a certain standard of conduct such as buying counterfeit goods because of their low prices.Here, consumers are more likely to make a profit by rearranging their actions for less ethical, which means seeking appropriate ethical reasons (including ethical justification, non-professional language, beneficial comparisons, migration of responsibilities, distribution of responsibility, distortion of results, prosecution; (Bandura et al., 1996), to coordinate adjustments and conditions, and to reach a judgment.Moral decoupling is defined as a