The dynamics of consumer boycott intention: Examining the roles of moral reasoning, cognitive dissonance, and self-congruence

This study addresses consumer responses to unethical corporate behavior by examining the mediating effects of three moral reasoning strategies: moral rationalization, moral decoupling, and moral coupling. Specifically, this study evaluates how these moral reasoning strategies influence consumer behavior toward accused companies, focusing mainly on boycott intentions. This study also introduces cognitive dissonance as an additional mediating factor in the moral reasoning process. Recognizing the importance of self-congruence in brand–consumer relationships, this study proposes self-congruence as a moderator. Through these contributions, this study aims to advance the understanding of the antecedents and effects of moral reasoning processes on consumer responses to corporate misconduct.