An Empirical investigation of the Mediating role of Moral Outrage in the relationship between Perceived Moral Violation and Consumption Withdrawal behavior of young consumers of Pakistan

Abstract

This article examines the moral consumption behaviour of young consumers in
Pakistan. Previously little attention is given to the cognitive process through
which perceived moral violation (PMV) affects the consumers’ moral
consumption behaviour in developing countries. In this regard, this study
explores the moral consumption behaviour of a young consumer, especially in
the context of highlighted scandalous production practices of the Poultry and
Dairy sector. The model is based on the association of perceived moral violation
and consumption withdrawal behaviour through mediating role of moral outrage.
A survey was conducted on a convenience sample of consumers (Generation Z)
in Pakistan. Moreover, a time-lagged design has been used to collect the data
from consumers to deal with common method bias. A total of 240 questionnaires
were considered and analyzed using Hayes’ macro PROCESS. The results
indicate that the perceived moral violation (PMV) has a positive and significant
effect on consumption withdrawal (CW) and there exists a significant mediating
role of moral outrage (MO). This research enhanced the understanding regarding
moral consumption behaviour and explained how perceived moral violation
affects the consumption withdrawal behaviour of young consumers in Pakistan.