The Role of Organizational Motives in the Formation of Moral Legitimacy Judgments

ABSTRACT This study explores how individual judgments of organizational legitimacy form. While prior research links moral evaluations to intent, the role of motives in legitimacy judgments remains underexplored. Using an experimental vignette study, we test whether identical positive organizational outcomes have a weaker effect on legitimacy when driven by self‐interest rather than prosocial motives. Our findings confirm that while evaluators consider outcomes, motives often play a greater role—prosocial motives enhance legitimacy benefits, while self‐interested motives diminish them. Further analysis suggests this effect stems from inferred intentionality: Organizations gain legitimacy when positive outcomes appear intentional rather than incidental. These insights help managers strengthen legitimacy and underscore the importance of considering both outcomes and motives in public policy discussions, especially amid concerns that profit‐driven actions harm public welfare.