When moral identity undermines moral behavior: An integrative framework

Abstract While research bore out a reliable relationship between moral identity and moral behavior, it has not addressed potential undermining effects of moral identity on moral behavior. This paper offers an integrative framework for conceptualizing such effects. Within this framework, moral identity is defined as a goal that allows for different forms of goal pursuit. The moral identity goal can vary along three axes: prevention versus promotion orientation, external versus internal motivation, and low versus high level of abstraction. It is argued that (a) prevention orientation fosters moral disengagement, (b) external motivation promotes moral hypocrisy, and (c) a less abstract representation of the moral identity goal allows for moral licensing. These undermining effects can be overcome by promotion‐oriented, internally motivated and more abstract moral identity goals.