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Digital piracy is widely recognized as a global concern, and it may arise due to different causes. The Chinese music market is holding unique characteristics as a result of China’s distinctive institutional context and technological development. However, the extant research in explaining this unethical consumer behavior in the digital era only examined the impact of the strength of social norms and ignored the effect imposed by the clarity dimension of social norms. The purpose of this paper is to introduce the clarity dimension of social norms into explaining consumers’ digital piracy intentions through a deductive approach. The current research contributes to the existing literature on digital consumer behavior by investigating the new perspective of clarity of social norms. Also, by bringing in data from an under-studied context of an emerging economy, this study offers a more comprehensive understanding of …