The effect of personal moral philosophy on perceived moral intensity in hotel industry

Abstract

This study focuses on consumers facing controversies due to environmental protection, when they visit a leisure hotel. Specifically, how as a consumer, a teacher’s moral philosophy affects the moral intensity. Two environmental ethic scenarios of leisure hotels are developed. A survey was conducted among 253 teachers from primary schools in Kaohsiung, Taiwan. This study examines and finds that moral intensity of environmental ethics can be divided into two major facets, which are “potential damage” and “validity and the level of influence”. Specifically, the personal idealism in personal philosophy having positive influence on the subject-matter moral intensity’s “potential damage”. The findings also reveal that teachers’ personal philosophy in relativism substantially affecting the “validity and the level of influence” of subject-matter moral intensity.