Recently consumers are emphasizing goodness, fairness, and reciprocity, and choosing conscious consumption based on moral beliefs and values. With such trends ESG(Environment, Society, and Governance), which pursues sustainable development through potential intangible values as a non-financial performance, is attracting attention.*br*This study defines the concept of subjectively believing consumption and investigates the influences of the difference in the psychological mechanism(internalization and symbolization) of moral identity on subjectively believing consumption through the structural relationship between authentic pride, shame, and the ethical and social values.*br*In addition, the moderating effect of political ideology on the relationship between moral identity and attitude toward subjectively believing consumption is examined.*br*As the results of hypothesis testing, moral identity has effect on the attitude toward subjectively believing consumption, and the effect of moral identity on the attitude toward subjectively believing consumption is mediated by the self-conscious emotion and customer value. And it found out the moderating effect of the political ideology on the relationship between moral identity and attitude toward subjectively believing consumption.