Moral identity and the ethics of digital piracy: a self-regulatory model of contextual reasoning andreligious norms

PurposeThis study aims to discuss the joint influence of moral identity, religiosity and situational ethics on digital piracy intentions. It proposes a self-regulatory model whereby moral identity sets up the main motivational structure in guiding moral behaviour, supported by two further dimensions: firstly, religiosity inputting culturally based normative content into the structure; secondly, situational ethics, representing the individual's context-dependent reasoning about morality.Design/methodology/approachA cross-sectional inquiry has been taken up with 1,020 Turkish university students as a sample. Validated scales measured the dimensions of situational ethics (relativism), religiosity, moral identity and digital piracy intentions. It is proposed to test the hypothesis through moderated mediation analysis whereby moral identity would act as a moderator and religiosity would be a mediator in the relationship of situational ethics with piracy intentions.FindingsThe results show that situational ethics does not directly predict piracy intentions. However, religiosity significantly mediates this relationship, and this mediation effect is conditional upon the level of moral identity. Specifically, the more central morality is to one's identity, the more likely religious norms translate into reduced piracy intentions, even when situational justifications are present.Originality/valueThe study offers a novel hierarchical framework for understanding digital piracy as a morally negotiated act, not simply a legal transgression. By centring moral identity as a self-regulatory mechanism, it advances the literature on digital ethics and moral psychology and offers implications for educational interventions, religious messaging and digital platform policy design.