"This study proved that their moral identity motivated them to the most extreme behaviors."

As the daughter of one of Australia's biggest business rogues said "Everyone is doing it, so why does my father have to suffer?"
That equates to "What parts of society consider morals important?"
Probably those being ripped off, for starters.

Case in point: Ted Haggard, Gary Aldridge, Jim Bakker, Jimmy Swaggert, Marvin Gorman, Oral Roberts, Peter Popoff, Randy and Paula White, Bishop Weeks, Juanita Bynum...

The list goes on and on and on and...