The Role of Personal Values and Perceived Social Support in Developing Socially Responsible Consumer Behavior

Abstract

Corporate social responsibility (CSR) is a longstanding theme in marketing research. Although plenty of research have been done to examine the influence of CSR activities on consumer behavior, less attention is paid to explore the psychological factors that shape consumer's socially responsible behavior (SRB). The current research addresses this gap by reviewing and comparing the literature from psychology and marketing streams that moves towards a degree of convergence. It examines the psychological role of personal values and external factors like perceived social support to build pro-social behavior among consumers. The personal values include; self-transcendence and self-enhancement values and perceived social support by social network in shaping consumer's socially responsible behavior. The study proposed and tested the theoretical model using Structural Equation Model (SEM) technique. Data is collected through self-administered survey from 450 consumers in Pakistan. The study found that higher self-transcendence values leads to higher level of socially responsible behavior among consumers. Whereas self-enhancement values has negative influence on consumers in adopting socially responsible behavior. The social networks including; parents, friends/peers, teachers' play important role in development of socially responsible behavior among consumers as individuals tend to pay focus on the recommendations of their members in their social networks. The findings of this study provide important recommendations to the corporate policy makers to ensure sustainable organizational performance in today's competitive business environment.

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“…El consumidor asocia sus actitudes de compra con sus creencias y valores, por lo que es uno de los aspectos que mas contribuye a la capacidad de generación de conciencia medioambiental con relación al bienestar económico, el apoyo emocional, el modo de vida y los procesos sociales (Song y Kim, 2018). De tal forma que los grupos sociales son un punto de comparación de los valores adquiridos en su núcleo familiar, los cuales permiten modificar su perspectiva en función de la socialización de los miembros, las normas de comportamiento que son impuestas en cada sociedad y la formación de conceptos propios generados a partir de experiencias (Ali y Mandurah, 2016). Siendo así, involucra en su vida las actividades que entiende que aporta al medioambiente tanto por lo que consume y evita consumir (Robinson y Schänzel, 2019).…”

Celebrate Good Times: How Celebrations Increase Perceived Social Support

“…Therefore, we investigate whether supporting others by participating in this type of celebration can lead to positive outcomes for the participant in the form of increases in perceived social support on the part of the participant. Second, because perceived social support has been associated with many positive outcomes, including playing an important role in the development of socially responsible behavior among consumers (Ali and Mandurah 2016), we explore whether there are additional downstream consequences of celebrations for others who are not directly involved in the celebration. Specifically, we examine whether increased perceived social support as a result of participating in this type of celebration will lead to a greater willingness to give back to others, thereby demonstrating broader policy implications of this work.…”

Personal protective equipment waste management behavior of undergraduates in Xi'an City based on extended theory of value-identity-personal norm model

“…Van der Werff et al 24 determined that the relationship between biospheric value and environmental preference, intention, and behavior was completely mediated by environmental self-identity. Though there is no literature on the relationship between environmental personal social responsibility and biosphere values, Ali and Mandurah 25 observed that higher self-transcendence values led to higher levels of social responsibility among consumers. Therefore, we could hypothesize that:…”