Merchandising/Marketing/Retailing: Management

The Relationship between Morality and Consumer-related Retail Loss: Does Emotional Intelligence Matter?

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Abstract

This study investigates the interplay between morality and emotional intelligence (EI) in predicting unethical consumer behavior contributing to retail loss. Using moral identity theory and moral disengagement theory as a dual framework, it examines how self-concept and cognitive processes influence unethical actions like shoplifting and fraud. Trait self-deception is explored as a mediator, while EI is analyzed as a potential moderator in moral decision-making. The research employs an online survey of 385 consumers from Houston and Atlanta, areas with high organized retail crime, focusing on key retail sectors. Structural Equation Modeling will analyze data to identify psychological mechanisms behind consumer-related retail loss, aiding in effective retailer interventions. Findings aim to inform strategies for reducing financial losses and promoting industry sustainability.

Keywords: moral identity, moral disengagement, emotional intelligence, retail loss

How to Cite:

Sadachar, A. & Manchiraju, S., (2025) “The Relationship between Morality and Consumer-related Retail Loss: Does Emotional Intelligence Matter?”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18583