Bootleg innovation is a common phenomenon in Chinese universities. However, little is known about its influencing factors and mechanisms. Based on the trait activation theory, the current study proposes and tests a moderated mediation model by conducting an online survey of 1,038 university teachers at four undergraduate universities using convenient sampling. The findings suggest that the influence of individualistic orientation on bootleg innovation is greater than that of collectivism. Individualism has less influence on informal organizational norms than collectivism. Such norms play a partial mediating role between individualism/collectivism orientation and bootleg innovation behavior. Environmental uncertainty positively moderates the entire mediation model of individualistic orientation but not the first half of the path of the collectivist model. This study enriches the research on antecedent variables of bootleg innovation behavior and highlights the important role of situational factors in the entire mechanism.