Corporate Sustainability in Emerging Markets: The Role of Mangers’ Moral Foundations and Cultural Traditions

Abstract

As corporate sustainability gains increasing attention worldwide, understanding managers’ sustainability decision-making in the emerging markets becomes extremely important. To fill a gap in the literature, the present research examines the role of Chinese managers’ moral foundations, endorsement of cultural traditions, and CSR orientations in sustainability decision-making. Drawing on the theory of moral foundations and cultural influence, we propose that both managers’ moral foundations and Confucianism impact sustainability decisions and CSR orientations. Moreover, we propose Confucian ethics and Confucian dynamism moderate the effects of moral foundations on CSR orientations. The implications of this study are discussed along with further research direction.