Influence of Evolutionary Moral Foundations on Ethical Consumption:

This study draws on moral foundations theory (MFT), grounded in evolutionary psychology, to elucidate the psychological processes through which moral foundations shape ethical consumption intention. We focus on two higher-order foundations: individualizing foundations and binding foundations. We hypothesize that individualizing foundations foster ethical consumption intention via empathy, whereas binding foundations foster intention via normative beliefs. Using survey data from Japanese consumers with prior experience of prosocial or ethical purchasing, we estimated trait-level and state-level models incorporating these mediating processes. Structural equation modeling supported the hypothesized pathways in both models: stronger individualizing foundations were associated with higher empathy and, in turn, stronger ethical consumption intention, while stronger binding foundations were associated with heightened normative beliefs that also promoted ethical consumption intention. The results indicate that empathy-based and norm-based mechanisms are statistically distinct yet coexisting motivations within individuals, suggesting four practical segments (empathy-dominant, norm-dominant, both-high, both-low) for message design. Overall, this study extends the application of MFT to consumer behavior and offers actionable implications for tailoring communication strategies that align moral foundations with appropriate prosocial and ethical appeals.