Exploitation of Third World Labor and Consumer Moral Response: Investigating the Attitude‐Behavior Gap Through Cognitive Dissonance and Moral Disengagement

ABSTRACT This study examines the relationship between cognitive dissonance, moral disengagement, moral responses, and purchase intention within the context of the ethical treatment of workers in the apparel supply chain, drawing from cognitive dissonance theory and moral disengagement theory. Two online experiments empirically tested the effect of cognitive dissonance on moral responses along with the moderating effect of moral disengagement. The study finds that consumers experiencing intensified negative moral emotions and weakened moral self‐image may be less inclined to support brands involved in unethical practices. Further, individuals who exhibit greater moral disengagement are less affected by negative moral emotions caused by cognitive dissonance, leading to a diminished impact on their purchase intention. In addition, the findings indicate that individuals with higher levels of moral disengagement may be more susceptible to the influence of group identity cues on moral evaluations. This study fills the void in the current literature that requires further exploration in the consumer attitude–behavior gap by examining the underlying psychological mechanisms that influence consumption practices.