This research examines how moral values regulate the behavior of individual group members. It argues that group members behave in line with moral group norms because they anticipate receiving ingroup respect when enacting moral values that are shared by ingroup members. Data from two experimental studies offer evidence in support. In Study 1 (N = 82), morality-based (but not competence-based) ingroup norms determined whether members of a low-status group opted for individual versus collective strategies for status improvement. This effect was mediated by anticipated ingroup respect and emerged regardless of whether group norms prescribed collectivistic or individualistic behavior. These effects were replicated in Study 2 (N = 69), where no comparable effect was found as a result of moral norms communicated by a higher status outgroup. This indicates that social identity implications rather than interdependence or more generic concerns about social approval or importance of cooperation drive these effects.