Prosocial Consumer Research Articles

Mask wearing as a prosocial consumption behaviour during the COVID-19 pandemic: an application of the theory of reasoned action

ABSTRACT This study adopts a theory of reasoned action approach to understand consumers’ mask wearing when shopping in the context of the COVID-19 pandemic. We investigated mask wearing while shopping as a prosocial consumption behaviour whereby self-oriented benefits and others-oriented benefits are added as proposed drivers of attitudes and perceived social norms. Empirical evidence from a survey in France and Germany confirms a strong effect of social norms on mask-wearing intentions. Moreover, altruistic benefits predict mask-wearing intentions, with attitude and subjective norms as mediators. In contrast, self-expression benefits of mask wearing only influence perceived social norms and not attitudes; this effect differs between the countries. Our findings guide scholars, policy makers and practitioners to steer consumers’ mask wearing as a prosocial behaviour.

Psychological distance as a working tool for managers

This article presents a synthesis of research that has drawn on the concept of psychological distance around questions related to prosocial consumer behavior, digitalization of consumption, and marketing practices. Our study is based on a meta-synthesis of 584 articles from psychology and marketing journals. It consolidates and validates the knowledge of the concept of psychological distance in these different marketing themes. It also shows how psychological distance can be used by managers to improve consumer responses. Managers can act directly on distance by reducing or increasing it to take advantage of the benefits of psychological proximity or remoteness. They can also adjust the variables of the marketing mix according to the psychological distance experienced by the consumer in order to make information processing more fluent and, ultimately, to improve the consumer’s responses.

The effects of belief in pure good and belief in pure evil on consumer ethics

Even if businesses try to be ethical, they can succeed only if there are ethically-minded consumers. Three studies using college (N = 199) and nationwide (Ns = 345 and 327) convenience samples examined the effects of belief in pure evil (BPE) and belief in pure good (BPG) on consumer ethics attitudes and behavior, after controlling for demographic variables and various moral attitude scales. Across S1 and S2, BPG uniquely predicted greater endorsement of more prosocial consumer actions (e.g., eco-friendly/green behaviors) and greater admonition of more questionable, passive, and active forms of consumer misconduct. BPE, surprisingly, did not consistently predict (or even consistently correlate bivariately with) consumer ethics attitudes. However, in S3, BPE uniquely predicted greater likeability/intentions to buy a product with a poor (vs. excellent) environmental rating regardless of price; meanwhile, BPG uniquely predicted lower likeability/intentions to buy the environmentally unfriendly product and greater likeability/intentions to buy the environmentally friendly product. Parallel findings were found for intentions to watch YouTube videos that explained how to do ethical (vs. unethical) consumer behaviors. In sum, BPG—but not BPE—appears to most consistently relate to both perceptions of ethical consumer behavior and behavioral intentions to act ethically in the marketplace.

Pro-Environmental and Pro-Social Engagement in Sustainable Consumption: Exploratory Study

Sustainable consumption, provision of a clean and healthy environment, as well as improvements to the quality of life of current and future generations, are all integral parts of the sustainable development strategy, which is understood as a compromise between the environmental, economic and social objectives of society. The pro-environmental and pro-social consumer engagement in sustainable consumption may lead to behavioral change, thus contributing to the resolution of current global challenges. Although recently the pro-environmental and pro-social engagement concept has received considerable attention, there is still no consensus on what determines it. Moreover, the recent research is limited to identifying individual factors of this phenomenon. Therefore, the purpose of this study is to explore the factors that determine pro-environmental and pro-social consumer engagement in sustainable consumption. The authors employed a qualitative method approach, conducting semi-structured interviews with consumers engaged in sustainable consumption in Lithuania. The research results reveal that these consumers were affected by cognitive, attitudinal and psychosocial factors. In terms of external factors, consumers named contextual factors for sustainable consumption, social norms and the promotion of sustainable consumption. Research results also show an additional internal factor of perceived responsibility, which means perceived duty as an individual to do good for society and the environment.

The Inhibitory Effect of Political Conservatism on Consumption: The Case of Fair Trade

Fair trade has been researched extensively. However, our understanding of why consumers might be reluctant to purchase fair trade goods, and the associated potential barriers to the wider adoption of fair trade products, is incomplete. Based on data from 409 USA participants, our study demonstrates some of the psychological processes that underlie the rejection of fair trade products by conservatives. Our findings show that political conservatism affects fair trade perspective-taking and fair trade identity, and these latter two subsequently affect fair trade purchase intention. The decrease in fair trade perspective-taking and fair trade identity are two psychological features that potentially shield conservatives from the appeals of fair trade products. We extend prior research on the effects of political ideology on consumption not only by demonstrating the predisposition of highly conservative consumers towards prosocial consumption, but also by showing the internal functioning of the conservative decision-making process. We further demonstrate that the effect of conservatism on fair trade purchase deliberation is moderated by age and income. Age reduces the negative effect of conservatism on fair trade perspective-taking, whereas income heightens the negative effect of conservatism on fair trade perspective-taking. Our results suggest that fair trade initiatives can target the conservative consumer segment in high-income countries with a greater chance of success when applying marketing strategies that make perspective-taking redundant and that aim at younger consumers with lower incomes.

Prosocial fish consumption and implications for labeling policy

As concerns about consumers’ social purchasing, especially in developed countries, increase, marketing strategies and policy geared to solving social problems, such as resource overuse must consider consumer behavior. By focusing on fish consumption and cause-related marketing that targets prosocial consumers, we considered how consumers respond to this strategy and accordingly segmented them. We used choice experiments to estimate consumers’ willingness to pay for products labeled based on their contribution to different “causes,” and its distribution. The results showed that consumers have considerably more marginal willingness to pay (MWTP) for causes than for other common attributes. Consumers also have higher MWTP, on average, for local causes than for global ones. We confirmed that there is heterogeneity in the MWTP for causes among consumers based on three consumer segments: the majority who have MWTP for both local and global causes, some who have MWTP only for local causes, and a minority who are cause-resistant. Segmentation analysis, providing valuable insights for marketing managers and policymakers, suggested that experience is more important than knowledge in guiding consumers toward prosocial behavior.

The generous consumer: Interpersonal generosity and pro-social dispositions as antecedents to cause-related purchase intentions

Cause-related marketing is prevalent in today’s marketing environment. The purpose of this research is to build and test a conceptual model surrounding the idea of a generous consumer – and what may lead a consumer to buy products affiliated with cause-related marketing. To do this, we examine the impact of pro-social consumer behaviors (i.e., social responsibility, empathy, moral reasoning, and self-report altruism (SRA) past helpfulness) on interpersonal generosity. Further, we explore the role of both pro-social consumer behaviors and interpersonal generosity on cause-related purchase intentions. Findings indicate that several pro-social consumer behaviors are predictors of cause-related purchasing intentions. Additionally, it is found that interpersonal generosity mediates other pro-social behaviors in determining consumer receptiveness to cause-related market exchanges.

Clothing Disposal Behavior of Taiwanese Consumers with Respect to Environmental Protection and Sustainability

Large quantities of clothing are routinely discarded, ending up in landfills that contribute to the environmental crisis; hence, it is worthwhile investigating how to dispose of this waste in a sustainable way. This study considered environmental values and prosocial behavior from behaviorism theory. The aim was to set up an environmental protection model for the sustainable disposal of consumer clothing. A structural equation modeling analysis of 407 undergraduate and postgraduate consumer data in Taiwan revealed that consumers’ choice to donate clothing was influenced by environmental values and prosocial behaviors. Clothing resale was influenced by the factor of prosocial behavior. However, prosocial consumers used other disposal patterns instead of resale. Clothing reuse was not influenced by either environmental values or prosocial behavior. The behaviorism theory model is effective in analyzing the factors influencing sustainable clothing disposal. To face clothing waste issues, one can intensify traditional values of industriousness and thriftiness, and of compassion and sympathy to others, to accelerate the promotion of the sustainable disposal of clothing.

A Study in the Covid-19 Process on Determining the Moderated Mediation Effect of Consumer Confidence Between Perceived Financial Well-Being, Prosocial Consumer Ethnocentrism Tendencies and Domestic Product Purchase Behaviour

Bu çalışmanın amacı, Covid-19 salgını ile yaşanan ekonomik kriz döneminde, tüketicilerin algıladıkları finansal refah düzeyi, toplum yanlısı etnosentrik eğilimleri ve yerel ürün satın alma davranışı arasındaki ilişkide tüketici güven endeksine yönelik değerlendirmelerinin söz konusu değişkenler arasında düzenleyicilik etkisine sahip olup olmadığını test etmektir. Bu bağlamda, 513 kişiden toplanan veriler, SPSS Process yardımı ile yapılan düzenleyicilik etkisi analizine tabi tutulmuştur. Analizler sonucunda, algılanan finansal refahın azalmasının toplum yanlısı etnosentrik eğilimler ile tüketici güveni üzerindeki direkt etkilerinin anlamlı olduğu görülmüştür. Bununla beraber, algılanan finansal refahın azalmasının ve toplum yanlısı etnosentrik eğilimlerin yerel ürün satın alma üzerindeki etkisi de istatistiksel olarak anlamlıdır. Tüketici güveninin, algılanan finansal refah, toplum yanlısı etnosentrik eğilimler ve yerli ürün satın alma davranışı arasındaki düzenleyicilik etkisinden ise bahsedilememektedir. Araştırmanın önemli dezavantajı olarak, kısıtlı bir zamanda yapılmış olması dolayısıyla homojen bir örneğe sahip olması gösterilebilir. Gelecek çalışmalarda, tüketicilerin finansal okuryazarlık düzeylerinin modele dahil edilerek teorik modele katkı yapılabileceği düşünülmektedir.

Accountability moderates the effects of egoistic and altruistic appeals in prosocial messages

PurposeThis paper aims to clarify the relationship between consumer accountability and responses to egoistic and altruistic appeals. It proposes that when consumers’ relationships with others are heightened in the form of accountability, different prosocial message appeals become effective. The study expands the understanding of how marketing may enhance the efficacy of prosocial campaign messages.Design/methodology/approachThe study utilized three online experimental studies to test hypotheses across different population samples and health product categories. Self-benefit and other-benefit appeals were tested to decrease meat consumption (Study 1), increase vaccination intent (Study 2) and purchase oxybenzone-free sunscreen (Study 3). Results provide converging evidence for the proposed interaction between appeal type and accountability.FindingsWhen consumers believe their choices will be known or discussed with others, they are more persuaded by other-benefit or altruistic appeals. Contrary to some existing research, Study 3 found that when public accountability was heightened, hybrid appeals were less effective than a solely altruistic appeal in generating purchase intent, digital engagement and attitude change, even controlling for social desirability.Research limitations/implicationsPublic accountability was manipulated only in an online setting, and future studies should replicate with greater ecological validity. Results inform how scholars, brands and organizations should approach message efficacy in prosocial campaigns, particularly when an individual’s relationship with others may become salient.Practical implicationsThe paper includes implications for the development and deployment of various organizational strategies such as changing the appeal depending on where a message will be viewed by consumers. Importantly for digital campaigns, maximum digital engagement arises from an altruistic appeal in a public context.Originality/valueThis paper fulfills an identified need to understand how organizations can successfully encourage prosocial consumer behavior, as well as bridges literature gaps on accountability and appeal efficacy.

The processing of price during purchase decision making: Are there neural differences among prosocial and non-prosocial consumers?

International organizations, governments and companies are increasingly committed to developing measures that encourage adoption of sustainable consumption patterns among the population. However, their success requires a deep understanding of the everyday purchasing decision process and the elements that shape it. Price is an element that stands out. Prior research concluded that the influence of price on purchase decisions varies across consumer profiles. Yet no consumer behavior study to date has assessed the differences of price processing among consumers adopting sustainable habits (prosocial) as opposed to those who have not (non-prosocial). This is the first study to resort to neuroimaging tools to explore the underlying neural mechanisms that reveal the effect of price on prosocial and non-prosocial consumers. Self-reported findings indicate that prosocial consumers place greater value on collective costs and benefits while non-prosocial consumers place a greater weight on price. The neural data gleaned from this analysis offers certain explanations as to the origin of the differences. Non-prosocial (vs. prosocial) consumers, in fact, exhibit a greater activation in brain areas involved with reward, valuation and choice when evaluating price information. These findings could steer managers to improve market segmentation and assist institutions in their design of campaigns fostering environmentally sustainable behaviors.

Prosocial consumer socialization: how socialization agents impact prosocial attitudes and behavior

ABSTRACT Individuals donating to and volunteering with charitable organizations is an important and increasingly necessary aspect of society. Through the use of an online survey of college students from a large southwest university (N= 374), the current body of research utilized consumer socialization theory to examine the influence that four socialization agents (parents, peers, media, and social media) have on individuals’ prosocial attitudes and behavioral intentions. Analysis reveals parents, peers, and social media have a positive influence on volunteer intentions, while only peers influence prosocial attitudes. Additionally, females have more favorable attitudes and volunteer intentions than males and were influenced by peers, media, and social media significantly more than males.

A Review and Framework for Thinking about the Drivers of Prosocial Consumer Behavior

A Review and Framework for Thinking about the Drivers of Prosocial Consumer Behavior

Being engaged is a good thing: Understanding sustainable consumption behavior among young adults

Contributing to the research on sustainable consumption, we propose a conceptual framework for examining the antecedents of two forms of sustainable consumption behavior of young adults—namely, pro-environmental and pro-social consumption behavior. The theory-driven conceptual framework presented and tested in this study is focused on consumer engagement. Determined by self-identity and consumer values, the pro-environmental and pro-social consumer engagement of young adults was expected to enhance their pro-environmental and pro-social consumption behavior. In addition, we investigated how young adults' emotional intelligence moderates the strength of the effect of engagement on behavior. Based on data obtained from two countries, analyzed through structural equation modeling, our results show that pro-environmental engagement and pro-social engagement are significant predictors of young adults' pro-environmental and pro-social consumption behavior. Emotional intelligence boosts the effect of engagement on pro-environmental and pro-social consumption behavior, and it has a significant direct effect on pro-environmental behavior.

The relationship between narcissism and consumption behaviors: A comparison of measures

This research examined the relationship between different measures of narcissism and a range of consumption behaviors. Measures of individual, communal, and collective narcissism were correlated with three sets of consumption behaviors termed vanity, self-improvement, and prosocial consumption behavior. Based on a sample of 552 MTurk users, it was found that all narcissism measures were positively associated with vanity behaviors. However, differences amongst narcissism measures emerged for self-improvement behaviors and prosocial behaviors. The admiration scale of the NARQ was positively associated with self-improvement and prosocial behaviors, whereas the rivalry scale of the NARQ was negatively associated with prosocial behaviors. The communal and collective narcissism scales were also positively associated with prosocial consumption behaviors. The results contribute to the narcissism literature by showing (1) which narcissism measures are most strongly related to consumption behaviors (2) that certain measures of narcissism are positively associated with some prosocial consumption behaviors, and (3) that individual, communal and collective narcissism are not strongly correlated with each other.

Consumers’ Value-in-Behavior and Practice of Pro-social Consumption: Focused on Moderating Effect of Social Capital

Consumers’ Value-in-Behavior and Practice of Pro-social Consumption: Focused on Moderating Effect of Social Capital

Proud volunteers: the role of self- and vicarious-pride in promoting volunteering

This research examines the role of self- and vicarious-pride in eliciting divergent mindsets and behaviors toward volunteering. We propose that the congruent matching of self-pride (vicarious-pride) emotions with promotion (prevention) focus-framed messages increases the effectiveness of promoting volunteering behaviors. The positive “match-up” effects arise because self-pride elicits a competitive mindset, whereas vicarious-pride elicits a collaborative mindset toward volunteering. We test our predictions across three experimental studies using behavioral measures in different non-profit organizational settings. The findings contribute to research on the role of pride in prosocial consumer behavior by providing empirical evidence that self-pride and vicarious-pride lead to different mindsets and behavioral outcomes.

How face consciousness reverse pro-self-behavior? A study on ecological consumption from the perspective of social value orientation

PurposeThe purpose of this paper is to focus on ecological consumption and test the effect of social value orientation on ecological consumption. What is more, this paper explores how Chinese consumers choose between prosocial and non-prosocial products under the influence of Chinese face culture.Design/methodology/approachThe authors assume that social value orientation will change individual’s ecological consumption through the in-group identification, and simultaneously predict that the influence in pro-self and pro-social consumer groups will vary. Furthermore, Chinese face consciousness will moderate the relationship between ecological consumption and social value orientation. Online research and intercept survey are employed to collect data. In total, 600 questionnaires were distributed.FindingsThe results indicate that pro-social individuals prefer sustainable consumption than pro-self-individuals, and in-group identification mediates the effect of social value orientation on ecological consumption. Interestingly, pro-self-individuals’ behaviors have changed dramatically by the influence of face consciousness.Originality/valueThe authors discovered that social value orientation has a deep impact on ecological consumption through in-group identification. The authors tested and verified the dominance of Chinese face culture. Besides, four key elements of China’s “face” construct are proposed, namely, holism, synergy, synchronicity and dynamics, which enlarge the horizon of the theory of face.

Perceived financial well-being and its effect on domestic product purchases

PurposeGlobal brands are attracted to emerging markets because of increasing wealth among their middle classes. However, amid increasing levels of consumer financial stress in many emerging markets, evidence points towards increased preferences for domestic products. The purpose of this paper is to examine the psychological constructs that mediate and moderate the relationship between reduced perceived financial well-being (PFWB) and domestic product purchases.Design/methodology/approachThe authors develop a model drawing from three theoretical perspectives: consumer stress and coping, consumer information processing and social identity theory. Hypotheses are tested via structural equation modelling and moderated mediation analyses using data from a survey of Brazilian consumers (n=1,043).FindingsResults show that the positive relationship between reduced PFWB and domestic product purchases is partially mediated by perceived value of global brands and frugality descriptive norm. Further analyses demonstrate that consumer confidence moderates the mediating effects of perceived value of global brands and pro-social consumer ethnocentrism on the relationship between reduced PFWB and domestic product purchases.Research limitations/implicationsThe antecedents of domestic product purchases identified in this study indicate opportunities for marketers of domestic and foreign products to respond to reduced PFWB, especially in relation to pricing, branding and communications. Future research should examine implications of PFWB on different populations, including other emerging markets, developed markets and lower-income consumers.Originality/valueThis study contributes to international marketing literature by examining the hitherto unexplored influence of reduced PFWB on domestic product purchases.

CSR-consumption paradox: examination of UK apparel companies

Purpose Despite extensive study into various aspects of corporate social responsibility (CSR), the effect on consumer behaviour is less explored. A growing amount of research is concerned with the phenomenon that CSR has a minor effect on actual purchases although CSR practices enhance consumers’ purchase intentions. This is documented as the CSR-consumption paradox and is yet to be resolved. The purpose of this paper is to further understand this paradox. Design/methodology/approach Questionnaires were administered face-to-face to consumers in Birmingham. These questionnaires concern consumer behaviour in relation to CSR practices of 21 popular apparel companies in the UK. Findings Results suggest that consumers’ pro-social priority is significantly related to pro-social consumption and that consumers’ awareness of CSR practices is insignificantly associated with their purchase behaviour. The pro-social consumption does not differ significantly among different demographic groups. Research limitations/implications To explore the external motivational factors in consumers’ decision making will be a potential research direction in future. Practical implications The empirical results provide implications for UK apparel marketers and policy makers to engage and motivate socially responsible consumers so as to reap strategic rewards for their CSR efforts. Originality/value This paper contributes to the knowledge of socially responsible consumption and how it is affected by CSR.