In addition to social influence, many successful campaigns present people with a clear and strong moral motivation to act on a social cause, from stopping mass genocide, to finding cures for debilitating diseases, to helping to save the planet. (scientificamerican.com)
Instead of being a new version of Elsa, Emily feels her character is a complex one with deep moral motivations, despite her villainy. (emily-blunt.com)
Nyborg, K., Howarth, R. B. and Brekke, K. A.: 2006, Green consumers and public policy: On socially contingent moral motivation, Resource and Energy Economics 28, 351 — 366. (mpra.ub.uni-muenchen.de)