Occupational Deviance Among University Counselors in China: The Negative Predictive Role of Professional Identity and the Moderating Effect of Self-Control

University counselors in China are anticipated to demonstrate professional conduct as an integral aspect of their vocational responsibilities. Although the existing literature primarily emphasizes normative professional behaviors, there is a notable scarcity of research examining occupational deviance, which is largely attributed to inadequate external regulatory mechanisms. Consequently, a significant gap persists in comprehending the subjective perspectives of counselors within this framework. This study seeks to explore the negative predictive influence of professional identity on occupational deviance among university counselors, as well as to assess the moderating role of self-control in this relationship. In October 2024, a total of 363 full-time undergraduate counselors were recruited using the convenience cluster sampling method. Validated scales assessing occupational deviance, professional identity, and self-control were utilized in this study. Hierarchical regression analysis was performed using the PROCESS macro to test the moderating effect. The mean score for occupational deviance was 2.553 ± 1.230, and the detection rate was 14.05%. A significant negative correlation was observed between professional identity and occupational deviance (r = -0.599, <i>p</i> < 0.01). After adjusting for demographic variables, professional identity was identified as a predictor of a decrease in deviance (<i>β</i> = -0.477, <i>p</i> < 0.001). Furthermore, self-control was found to negatively moderate the relationship between professional identity and occupational deviance (<i>β</i> = -0.171, <i>p</i> < 0.001), explaining 2.8% of the variance in occupational deviance (Δ<i>R</i>² = 0.028). Occupational deviance among counselors is observed to occur at relatively low levels. Professional identity significantly and negatively predicts occupational deviance, while self-control enhances this negative relationship. This study provides novel theoretical perspectives and practical insights intended to standardize the management of occupational behaviors among university counselors.