도덕적 정체성이 브랜드 태도에 미치는 영향: 자부심의 매개역할을 중심으로

Recently, consumers have shown interest in ethical consumption which leads to the pursuit of value-oriented consumption tendencies. However, consumers’ ethical consumption has shown different tendencies according to the moral identity. That is, in an ethical situation, consumers’ response differed from the evaluation of the moral identity. This study researched the influence of moral identity on brand attitude, focusing on the moderating role of the internalization dimension of moral identity and the mediating role of authentic pride in relation with internalization and brand attitude. Further, it explored that the effect of mediated moderating role of product type on the mediating role of authentic pride. The results of research are as the following. First, this study found out the influence of the internalization of moral identity on brand attitude which showed positive effect as the literature did. Second, by focusing on the internalization dimension of the moral identity, it found out the moderating effect of the type of product on the relationship between internalization and brand attitude. This has shown that as the more higher consumer has internalization in moral identity, the more consumer has the positive attitude on utilitarian products. Last, it found out the partial mediating effect of the authentic pride on the relationship between the internalization of the moral identity and brand attitude Further, when there is authentic pride’s mediating effect, it explored that the effect of mediated moderating of product type. Therefore, The effect of mediated moderating role of product type between the authentic pride and brand attitude was not significant. Thus, moderating effect of the product type was shown only between the internalization of the moral identity and brand attitude.