Purpose This work aims to use equity theory to explore how consumers assess prosocial
actions as part of a mental portfolio of purchases and behaviors in a broader marketplace …

In recent years, the topic of prosocial consumer behavior has garnered more and more
attention from consumer researchers, resulting in a steady increase in published journal …

Current research suggests consumers trade off price, quality, and sustainability attributes
when making choices. Prior studies have typically focused on product attribute dyads, rather …

Highlights•Prosocial consumer behavior research examines generosity in consumer
contexts.•Consumers give for both selfless and selfish reasons.•Sympathy provides a coarse …

Materialism is known to be negatively related to consumers' ethical behaviors, and prior
research has often assumed that highly materialistic consumers do not behave ethically …

This article examines role stress, especially inter‐role conflicts (IRC), against the
background of the consumer–citizen duality. It tests whether consumer–citizen conflicts …

Purpose The purpose of this paper is to pursue the following two objectives. First, this study
examines how social capital indicators (reciprocal norm and social network) cause ethical …

Purpose Moral issues such as environmental degradation and workers' rights are no longer
relegated to the political realm; today, they permeate the marketing of consumer products …

The extent of altruistic behaviour and its relationship to the market has been a major interest
of social policy analysts since the pioneering work of Richard Titmuss. Here we report on …

A significant body of research concludes that stable beliefs of perceived consumer
effectiveness lead to sustainable consumption choices. Consumers who believe that their …