The purpose of the study is to empirically examine moral ideology, ethical beliefs, and moral intensity in the context of Pakistan. Jones (Academy of Management Review, 16(2), 366–395, 1991) model and Muncy and Vitell (Journal of Business Research, 24, 297–311, 1992) have extensively been investigated and validated in west for examining ethical decision-making process. This study examines and validates these models in a collectivist cultural settings, i.e., Pakistan. A self-administered online survey technique using convenience sampling technique was used to gather data from a sample of 1000 consumers in Pakistan. Final analysis was carried out on 338 valid responses. Data was analyzed using from descriptive analysis, correlation analysis, confirmatory factor analysis (CFA), exploratory factor analysis (EFA), and model estimation carried out AMOS. Cronbach’s α was used to test the reliability of the instrument. A majority of the consumers were high on idealism and low on relativism. Consumers dejected questionable activities that have harmful outcomes more than ones that have harmless outcomes. Both idealism and relativism are found to significant predict moral intensity. However, no relationship has been found between moral ideology and ethical beliefs. Consumer’s ethical beliefs are found to significantly affect moral intensity and behavioral intention. Social moral intensity is found to mediate the relationship of relativism and harmful ethical beliefs. The study is among the pioneer studies in Pakistan that examines the link of moral ideology, moral intensity, and ethical beliefs. The study provides an Urdu version of scales that can be utilized for further exploration and validation.

中文翻译：

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调查巴基斯坦消费者的道德意识形态，道德信仰和道德强度

该研究的目的是从巴基斯坦的角度实证研究道德意识形态，道德信仰和道德强度。琼斯（管理学院评论，16（2），366–395，1991）模型和Muncy和维特尔（商业研究杂志，24，297–311，1992）已在西方进行了广泛的调查和验证，以检验道德决策-制作过程。这项研究在集体主义文化环境（即巴基斯坦）中检验并验证了这些模型。使用便利采样技术的自助式在线调查技术被用来从巴基斯坦1000名消费者的样本中收集数据。对338个有效回复进行了最终分析。使用描述性分析，相关性分析，确认性因子分析（CFA），探索性因子分析（EFA）和模型估计进行的数据分析（AMOS）进行了分析。Cronbach'sα用于测试仪器的可靠性。大多数消费者崇尚理想主义，而相对主义则低下。与那些无害的结果相比，消费者对那些有坏结果的可疑活动的沮丧程度更高。发现理想主义和相对主义都可以显着预测道德强度。但是，在道德意识形态和道德信仰之间没有发现任何关系。发现消费者的道德信仰会极大地影响道德强度和行为意图。人们发现社会道德强度可以介导相对主义和有害的道德信仰之间的关系。该研究是巴基斯坦的先驱研究之一，其研究了道德意识形态，道德强度和道德信仰之间的联系。该研究提供了乌尔都语版本的量表，可用于进一步的探索和验证。