The Role of Social Connectedness and Social Assurance in Prosocial Consumption: The Mediating Importance of Attitudes Toward Charity

Abstract

This research addresses the underexplored nexus between social connectedness, belongingness, and prosocial consumption, focusing on their collective impact on individuals’ intentions to engage in products that support charitable causes. Recognizing people’s innate preference for interpersonal closeness, we investigate the pivotal roles of social connectedness and social assurance as indicators of belongingness in driving consumer choices that contribute to charitable objectives. A total of 242 participants completed a survey designed to assess their sense of belongingness, purchase intentions, and attitudes toward charitable activities. Our findings underscore the mediating effect of attitudes toward charity in predicting the inclination to participate in prosocial consumption. This mediation elucidates the mechanism through which social connectedness and the assurance of belongingness influence individuals to align their purchasing decisions with products that benefit charities, thereby aiding these organizations in achieving their social support targets. Our study contributes to the understanding of the psychological underpinnings of consumer behavior in the context of philanthropy. By elucidating the intricate interplay between social connectedness, belongingness, and charitable attitudes, we provide valuable insights for both scholars and practitioners seeking to comprehend and leverage the factors that drive consumers to make choices aligned with social responsibility. This research offers a clear and solid foundation for the relevance of our study and constructs, emphasizing their significance in shaping the landscape of consumer purchases involving philanthropy.