Pluralistic morality and collective action: The role of moral foundations

Starting from the pluralistic view of morality proposed by the moral foundations theory, this paper aims at highlighting the plurality of personal moral concerns that may drive people to collective action and at investigating how they are connected with other personal and group-based motivations to act (i.e., moral obligation, moral convictions, politicized group identity, group efficacy, and group-based anger). Moral foundations can be distinguished into individualizing foundations, aimed at protecting individual rights and well-being; and binding foundations, aimed at tightening people into ordered communities. We expected that collective action intention would be most strongly associated with an individualizing foundation in equality-focused movements, and with a binding foundation in conformity-focused ones. Four studies that examined activists of both liberal and conservative movements confirmed these expectations. The relevant foundations predicted collective action mainly through the mediation of moral obligation and politicized identity, but they also had some effects above and beyond them.