Reimagining Pro-Social Behaviors through Micro-, Meso-, and Macro-Level Perspectives of Charitable Giving

Increasingly, scholars are interested in understanding the motivating factors and consequences of consumers engaging in pro-social consumer behavior. Pro-social behavior refers to behaviors that consumers engage in that may come at some cost to the self for the greater good or benefit for others; an...

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Bibliographic Details
Published inAdvances in Consumer Research Vol. 48; pp. 1118 - 1123
Main Authors Torres, Lez Trujillo, Ekpo, Akon E
Format Conference Proceeding
LanguageEnglish
Published Urbana Association for Consumer Research 01.01.2020
Subjects
Consumer behavior
Consumers
Donations
Self interest
United Kingdom > UK
United States > US
India
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Summary:Increasingly, scholars are interested in understanding the motivating factors and consequences of consumers engaging in pro-social consumer behavior. Pro-social behavior refers to behaviors that consumers engage in that may come at some cost to the self for the greater good or benefit for others; and can include behaviors such as: charitable giving, volunteering, altruistic behaviors, ethical purchasing, engagement in cause-related activities, and advocacy or activism. From an individual perspective, factors such as maintaining a positive image, self-concept, moral self-worth, or acting in one's self-interest through charitable giving may create positive feelings that encourage pro-social behaviors.
ISSN:0098-9258