Voice endorsement is the result of the combined influences of employees and leaders, which has been largely ignored. Emphasizing a dyadic approach to voice endorsement and viewing it as a decision-making process, this study draws on Image theory to explore how leader–employee moral identity congruence shapes voice endorsement. Based on the compatibility evaluation guided by leader value image, we propose that leader–employee moral identity congruence can promote voice endorsement decision. Moreover, leaders’ trust in employees serves as a vital mechanism in this process. To test our hypotheses, we conducted two field survey studies (Study 1, N = 159; Study 2, N = 270) with full-time Chinese employees and their paired leaders. Results from the polynomial regression analysis supported our main hypotheses. Theoretical and practical implications are discussed.
