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Through two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages.

Experiment 1 (N = 294) examined effects of organization (brand vs nonprofit) and message types (egoistic vs altruistic) on consumer responses to Instagram-based pro-veganism content. Experiment 2 (N = 288) examined effects of source type (celebrity vs noncelebrity) and message valence (positive vs negative) on consumer responses to Instagram-based pro-veganism content.

Results demonstrated significant main effects of organization type, with consumers indicating more positive attitudes and higher credibility toward the brand. Significant main effects of message type were also found, with altruistic messages eliciting higher perceived information value than egoistic messages. Subjective norms had moderating effects on attitude toward the organization, while attitude toward veganism had moderating effects on perceived information value. Results also indicated significant main effects of message valence on perceived information value of pro-veganism Instagram posts and significant interaction effects of the two manipulated factors on intention to spread electronic word-of-mouth (eWOM) about pro-veganism.

Implications for use of Instagram-based health marketing communication about veganism were discussed. Specifically, organizations looking to use social media to influence attitudes and behavioral intentions toward health issues should seek to reach their target audiences through selecting endorsers and messages that will optimally present the health issue in a relatable and engaging way.

This 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.

The 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.

When 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.

Public 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.

The 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.

This 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.

This paper aims to investigate how consumers’ satisfaction and commitment towards hotel brands can be impacted by the consumers’ prevailing brand relationship norms.

Data were collected through experimental design and analysed using MANCOVA, structural equation modelling and Preacher and Hayes’ (2008) techniques.

The study findings indicate that the egoistic norms positively impact brand attachment styles/orientations, and the attachment orientations in turn negatively impact hotel brand satisfaction and commitment through the mediation of brand trust. Findings also reveal that altruistic norms have no significant impact on the attachment styles, but altruism impacts brand trust positively, which in turn positively impacts satisfaction and commitment.

This research adds value by examining how different consumer–brand association norms differently impact final brand satisfaction and commitment outcomes through creating healthy versus detrimental consumer–brand attachments.

The purpose of this paper is to investigate the agreement between supervisors and subordinates concerning the motives of organizational citizenship behaviors (OCB) and how the supervisors’ attributions affect their OCB ratings.

With the permission of seven large organizations in Macau, the authors conducted a survey of 500 employee-supervisor-co-worker triads. The final sample stood at 176 such triads with three hypotheses tested.

First, supervisors are more accurate when judging altruistic motives of subordinates’ OCB than with egoistic motives. Second, supervisor attribution of subordinates’ altruistic motives positively affects the supervisors’ OCB ratings. Third, employees who are motivated by altruistic motives perform more OCB actions those egoistically motivated.

The study adds to knowledge of how supervisor attribution of subordinates’ OCB motives affects their evaluation of the subordinates. It also provides evidence about the effect of OCB motives on the actual engagement in OCB. Findings of this study support the work of Organ et al. regarding the motives behind OCB and strengthen the role of attribution theory in studying OCB.

In the wake of growing environmental issues, active public and corporate interventions are inevitable to reduce the negative impact of human activities on global environments. Building on the Norm Activation Model and Value-Belief-Norm Theory, the purpose of this paper is to report on research exploring consumers’ eco-socially conscious behaviours related to the choice and use of personal cars in a developing country, Pakistan.

To test a moderated-mediation model of environmental values, perceived consumer effectiveness (PCE), spirituality and eco-socially conscious consumer behaviours (ESCCBs), data were collected from 447 customers of three automobile manufacturing firms from eight different cities of Pakistan. The data collection was undertaken by using a self-administered questionnaire based on key themes in the literature.

Analysis of the data revealed that altruistic and egoistic values were negatively while biospheric values were positively associated with eco-ESCCB. PCE mediated all the relationships and spirituality moderated the mediated paths.

Although there are several models that explain purchase and use of personal cars in isolation or in conjunction with other general pro-environmental behaviours, an explanation of the eco-social aspects of purchase and use of personal cars in one theoretical model is rare to find. Second, among the many theoretical predictors and intervening factors explaining several pro-environmental behaviours, some culture-specific factors have been ignored – spirituality being one of them. This study contributes to the body of knowledge related to pro-environmental behaviours by conceptualising and testing the impact of spirituality in a moderated-mediation model.

The human family lays the foundation for altruism. All babies be they human or animal are born helpless. Their very survival depends on the love and affection that are already embedded in the hearts of mothers (Choudhury, 1995, vol. 2). No amount of selfish attitude of mothers, not at least from short life span, can help in the growth of their off‐springs. One can argue that it is the self‐interested motive of the parents and most particularly the mothers of getting supports in their old days that drives them to be altruistic rather than selfish. Being altruistic means undertaking a lot of sacrifice in terms of personal pleasure and happiness merely for seeing pleasure and happiness in others regardless of any human bondage. An egoistic person, on the other, would never care for others. Personal level satisfaction only dominates the mind of an extremely egoistic or self‐centered man.

The basis of human creation lays the foundation for altruism. Babies, be they human or animal are born helpless. Their very survival depends on the love and affection that are already embedded in the hearts of mothers. No amount of selfish attitude of mothers, not at least from short life span, can help in the growth of their off‐springs. One can argue that it is the self‐interested motive of the parents and most particularly the mothers of getting supports in their old days that drives them to be altruistic rather than selfish. Being altruistic means undertaking a lot of sacrifice in terms of personal pleasure and happiness merely for seeing pleasure and happiness in others regardless of any human bondage. An egoistic person, on the other hand, would never care for others. Personal level satisfaction only dominates the mind of an extremely egoistic or self‐centered man.

Climate change and global warming are acknowledged to be growing issues caused by emissions of greenhouse gases. Fuel-efficient or green cars offer a technological solution to reduce CO₂ emissions from car exhaust. This study aims to draw on value–belief–norm (VBN) theory to provide an explanation of eco-socially conscious consumer behavior (ESCCB) related to the choice and use of personal cars.

The data was collected from 1,372 customers of the automobile industry of Pakistan, randomly drawn from 8 metropolitan cities. Partial least squares structural equation modeling is used to verify the hypotheses of the study.

By using variance-based structural equation modeling, this study showed that the VBN theory is fully supported in the cultural context of Pakistan and behavioral context of ESCCB. More specifically, personal introjected norms of the customers proved to be strong predictors of ESCCB while personal integrated norms predicted eco-social purchase intentions well.

To the best of the authors’ knowledge, this is the only study of its kind that examines the VBN model in the context of a developing country, Pakistan, and for a category of behaviors rarely tested before, i.e. ESCCBs related to purchase and use of personal cars.

The argument in this study is that employees differ in their motives in helping their organizations when they know that they may not be paid back for their efforts. This paper aims to examine whether these motives will lead to greater extra-role contribution in an organization.

The data of 124 pairs of employee in China have been used to develop and test the measurement of an “altruistic helping of organization” (AHO) in a pilot sample. In addition, AHO had been then tested as a motive for organizational citizenship behavior (OCB) using data collected from 245 pairs of employees in China.

Data from 124 pairs of employees in China have been used to develop and test the measurement of “altruistic helping of organization” in a pilot sample. The authors have proposed and validated whether procedural justice and conscientiousness predict for a new OCB motive – AHO, which explains for an incremental predictive power over the existing motives of OCB, namely, instrumentality, social exchange with the organization, organizational concern, prosocial values and impression management, on a data collected from 245 pairs of employees in China.

This is a cross-sectional study. In addition, the authors have only taken in samples in China, which may not be generalizable to other context.

Practitioners can devote resources to encourage employees to help without any consideration of returns. In addition, the fairness perception of organizational practices – procedural justice and individual characteristics – are necessary to induce AHO and other OCB motives.

This research provides that the social implication of arousing the basic underpinning of driving OCB is altruistic motive and not egoistic. This finding helps to stimulate individuals to have more helping behaviors towards the organization.

This study provides solid evidence for the suggestion by the original proponents of OCB that the distinction between rewarded and unrewarded criterion is blurred in OCB literature. Our findings suggest that altruistic helping does exist and that this explains for a significant proportion of extra-role behavior.

Prior studies mostly investigated the relationship between the cognitive characteristics of individuals and their pro-environmentalism, addressing the need for green hotel operators to understand the different green purchase patterns of consumers. The problem is that, although consumers claim they are concerned about environmental issues, their purchasing behaviour does not translate, in practical terms, into actually booking green hotels. In other words, the connection between altruism, environmental knowledge and consumer visiting green hotel is fairly unexplored in the literature. This study aims to analyze the relationships of three types of altruism and two types of environmental knowledge with attitude and intention.

An integrated theoretical research model was used, based on the value–belief–norm theory of environmentalism. The collection of 248 questionnaires was followed by subsequent empirical testing of the proposed hypotheses, which was performed using SPSS and AMOS.

The resulting outcomes show a significant positive relationship between green purchase attitude and intention. Further, the biospheric, altruistic and collectivistic values, as well as subjective and objective knowledge were shown to positively influence attitude and intention towards green hotel selection, respectively.

Because of the chosen online sampling method, the research results may lack generalizability. Therefore, researchers are encouraged to test the proposed propositions further.

This paper fulfils an identified need to study how visiting green hotel can be influenced by different types of altruism and environmental knowledge.