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Individual characteristics have been weaker correlates of organizational citizenship behaviors (OCBs) than have attitudinal and contextual variables; however, few individual characteristics have been examined. This paper seeks to broaden the search for possible antecedents to include individuals' prosocial self‐concept.

A survey (n=226) was conducted to examine the relationship between university students' prosocial self‐concept and their intentions to engage in campus‐related service and citizenship activities. Prosocial self‐concept was assessed with Crandall's 24‐item Social Interest Scale.

Prosocial self‐concept correlated modestly, but significantly, with OCB intentions toward fellow students (r=0.16, p<0.05), and OCB intentions toward society (r=0.18, p<0.05), but not with OCB intentions toward the university (r=0.12). Identification with the university correlated significantly with OCB intentions toward the university (r=0.29, p<0.001), but not with OCB intentions toward fellow students (r=0.13) or society (r=0.11). No significant interaction effects on OCBs were found between prosocial self‐concept and organizational identification.

Observed correlations among prosocial self‐concept, university identification and the OCBs are very likely underestimated due to probable restrictions in the variance of the OCBs.

The findings suggest that prosocial self‐concept may be a unique correlate of OCB, contributing variance not accounted for by other variables.

Few empirical studies have examined the relationship between self‐concept and OCB.

This study aims to investigate the effect of prosocial values on pro-environmental behaviours via attitudes in which environmental knowledge and proself values moderate the relationship. This study also examines the application of the Theory of Planned Behaviour and Cognitive Dissonance.

This study employed a quantitative method to examine potential positive or negative moderating effects of environmental knowledge and proself values on environmental attitudes and behaviour. Participants were undergraduate students recruited from a state university in the eastern part of Indonesia. The online survey link was randomly sent to 500 students in 14 different Faculties with a response rate of 57% (285) participants (80% female). Data were analysed using a moderated-mediation regression technique.

The results suggested that only biospheric value positively affected pro-environmental behaviours. Environmental knowledge negatively moderated the relationship between prosocial values and environmental attitudes. Similarly, high egoistic value potentially reduced the effect of environmental attitude on pro-environmental behaviours. Environmental knowledge could impede the positive impacts of prosocial values while egoistic value negates the effect of attitude on pro-environmental attitude.

Although the findings supported most hypotheses, this study did not control the effect of some demographic variables such as education and social-economic status. Participants tended to share some similar characteristics, which potentially influenced the results.

This study challenged some common antecedents of pro-environmental behaviours and offered some alternative explanations. This study has offered a new insight in understanding unique interactions among values, knowledge and attitude.

Through a theoretical lens of psychological ownership, this study aims to investigate how technology mindfulness may stimulate metaverse tourism users’ feelings of individual psychological ownership, aesthetic value and conversational value, which in turn fosters intention to engage in prosocial behaviors.

The study used a scenario-based survey that allowed U.S.-based participants to create their own avatars and imagine using their avatars to explore heritage sites in the metaverse. Structural equality modeling was applied for data analysis.

The results from 357 valid responses indicate that technology mindfulness arouses tourists’ individual psychological ownership, aesthetic value, conversational value and prosocial behavioral intentions. The moderating role of biospheric value orientation on willingness to donate and intention to volunteer is investigated.

The research sheds light on the significance of technology mindfulness, conversational value and psychological ownership perspectives in the metaverse, which have been previously overlooked. The authors used a scenario-based survey for mental stimulation due to current metaverse technology limitations.

The study is one of the first to explore the possibility of encouraging prosocial behaviors using metaverse-facilitated technology. The research offers guidelines to engage hospitality and tourism customers in the metaverse that can blend their virtual experiences into the real world.

This study represents one of the pioneering efforts to gain an in-depth understanding of the application of metaverse in triggering prosocial behavior toward heritage sites, explained via a technology mindfulness-driven model with a psychological ownership perspective.

This paper aims to outline the prosocial leadership development process for guiding pedagogical and social justice course goals as a means to foster prosocial leadership values within the millennial generation.

The paper is guided by a social justice framework and proven classroom pedagogies as a means to align millennial characteristics within the four stages of the prosocial leadership development process.

An educational rubric is provided as a means to guide classroom pedagogies, course goals and millennial characteristics through a prosocial leadership development process.

The paper is conceptual in nature, and therefore, theoretical correspondence remains speculative.

The research in this paper provided guidelines for educators to use pedagogical practices as a means to develop prosocial values as a basis for organizational leadership behaviors.

This leadership development process when facilitated through proven pedagogical techniques (guided by established social justice curriculum goals) and is within the context of millennial characteristics (those born between the years 1982 and 2005) becomes catalytic in empowering leaders to be a remedy for the world’s environmental and social challenges.

This paper connects characteristics of millennials to a prosocial leadership development model.

This study, based on the cognitive dissonance and commitment theories, aims to show that employees with high organizational commitment take more advantage of enterprise social networks (ESNs) due to work-related motivations. Furthermore, this study used the tricomponent attitude model to show that the employees' organizational concern and prosocial values mediate the impact of the organizational commitment on the work-related use of an ESN.

In all, 361 employees from seven Iranian companies using different ESN software packages were surveyed. The validity of the hypotheses was evaluated using partial least square–structural equation modeling (PLS-SEM).

The results of this study confirm that the employees' organizational commitment has a positive impact on their work-related use of the relevant ESN directly and through the mediating roles of their organizational concern and prosocial values.

Previous studies have carefully addressed the role of organizational commitment in the implementation of conventional information systems. However, this is among the few studies addressing the role of commitment in the work-related implementation of ESNs. The results of this study shed light on how employees with a high level of commitment toward the organizations for which they work take advantage of ESNs due to a work-related motivation for the accomplishment of their duties, for bringing benefits into the organization and for helping their coworkers.

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, seeking balance in market exchanges. Conceptualizing marketing exchange as both an exchange of perceived value and a balance between self- and collective-interest allows for segmentation by consumer sensitivity to equity and sheds light on why prosocial consumption might occur.

Two studies validate and segment consumers via their equity sensitivity. Between-subject designs with samples of consumers and marketing managers validate an equity sensitivity index that segments how people balance self- and collective-interests in marketplace exchange and predicts prosocial consumption choices.

The results indicate that Entitled decision makers are more willing to exchange collective-interest for self-interest and emphasize choices that maximize lower prices for consumers or greater profits for firms in lieu of prosocial outcomes. Benevolent decision makers, however, are more willing to exchange self-interest for collective-interest and support prosocial outcomes.

This work moves beyond research that focuses on attitudes, values and situational factors, instead using equity theory to uncover broader marketplace motivations for prosocial consumption. The research reveals that a motivating force behind prosocial consumption is how much consumers perceive they have given to, and gotten, from, the marketplace. Segmenting the market according to how consumers balance gains and losses provides an alternate approach to studying prosocial consumption, as well as a practical approach to developing targeted marketing strategies.

The purpose of this study is to add a reliable factor that can contribute theoretically and methodologically to explain prosocial and proself behaviors. The study also signifies that green advertising approaches enable the consumer to develop an intention for green purchases. The basic idea is to investigate consumer social orientations and align them with green advertising initiatives to elicit the desired response as green purchase to manifest environmentally conscious behavior.

The empirical analysis is based on data collection through questionnaires. Data is analyzed through structural equation modeling to assess the relationship of constructs.

The results of the study are empirically drawn through the measurement of relationships among consumer skepticism and the effectiveness of green advertising initiatives. Mediation of proself and prosocial orientation exists for public self-awareness but does not exist for benefit distance. Consumer skepticism moderates the relationship between prosocial orientation and green advertising effectiveness (GAE) but has no moderation between proself orientation and GAE.

The limitation of conventional prosocial theory does not explain the environmental behaviors driven by proself orientations. Hence, the addition of factors such as public awareness and social benefit distance coupled with signaling theory with foundations on theory of planned behavior and norm activation model to explain environmental conservation add an element of originality to the existing literature.

The contribution of this study is the incorporation of social orientations as the antecedent for consumer behavior in an environmental context particularly as a response to green advertising initiatives to purchase green products. The use of theory of planned behavior in conjunction with the norm activation model and signaling theory adds to the literary bank.

This article seeks to understand the role of prosocial behaviour and moral obligation in family business to explain the indirect relationship between family business orientation and citizenship behaviour.

This study proposes a model to examine the role of moral obligation and prosocial behaviour in such a relationship to understand a link between family orientation and organisational citizenship behaviour. The authors provide empirical evidence to test the hypothesis by conducting an online survey of family business behaviour in the Indonesia context.

The family business orientation has a significant impact on citizenship behaviour, while prosocial behaviour and moral obligation offer an additional contribution. The results suggest that family business performance demonstrates how a family that owns the business sets the social purposes from various performance alternatives beyond profit, such as family orientation, prosocial behaviour, moral obligation and organisational citizenship behaviour.

This study extends the agency and stewardship theory by examining how family business performance becomes different from other firm performance where the mainstream of economic theory argues that the business attempts to maximise profit for the stakeholders. The findings suggest that incorporating the theory of social practice in family business enhances the concept of prosocial behaviour in family business value.

This paper aims to identify and categorise the values expressed in women-led social entrepreneurship based on a typology of universal values. It explores the influence of gender and religious faith on the values that inspire social entrepreneurial organisations to engage in positive social change.

Inductive multiple case study research investigates the values manifest in five social entrepreneurial organisations founded and led by women in three Southeast Asian countries.

Organisations and their women-leaders express values related to benevolence, universalism, self-direction and security. Gender and religious faith are found to be mediators that influence approaches to social transformation.

Purposive sampling and interpretive research design favour rich description but limit the generalisability of the findings. Further enquiry is needed into the gender-values-religion nexus in social entrepreneurship.

Social entrepreneurship is shown to be a process embedded in and motivated by prosocial values of benevolence and social justice and other values of self-direction and security. Findings provide evidence for the critical but often overlooked influence of gender and religious faith on the values foundation of social entrepreneurship.

Social entrepreneurial organisations led by women contribute to positive social change through the values they incorporate and express.

Research on the link between gender, values and religious faith in social entrepreneurship is virtually non-existent.

The purpose of this paper is to explore consumers' responses to social alliances, a specific type of corporate social marketing in which companies cooperate with non-profit organizations. This paper extends previous studies that suggested that a social marketing effort may be a “double-edged sword” with regard to companies' marketing objectives.

This study uses a 2 (social value orientation: prosocials/ proselfs) × 3 (company-cause fit: high/low fit/control group) between-subjects experimental design.

The findings suggest that while prosocials reward companies for social marketing alliances with high fit, proselfs punish the company. This effect can be explained by differences in prosocials' and proselfs' perceptions of the company's corporate abilities, which are influenced by the level of fit.

Future research could give more attention to low-fit alliances, and whether specific fit dimensions play a role. It could also identify ways to overcome negative responses by proselfs in case of high fit.

Companies should be cautious in selecting a social marketing alliance partner as high fit is received favourably by some consumers, but unfavourably by others. While high fit has other benefits for companies, increasing consumers' awareness of strong corporate abilities is important.

Previous studies suggested that different consumer types and a link between the company and the cause may impact the effectiveness of social marketing initiatives. Unlike extant studies, this paper explores the combined and hence moderating influence of both factors, and adds perceived corporate abilities as a mediating factor.