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The purpose of this paper is to examine the generational differences in the relationship between Person–Organization (P-O) fit of prosocial identity and affective commitment.

A moderated polynomial regression was used to examine the generational differences in the relationship between P-O fit of prosocial identity and affective commitment.

Organizational prosocial identity was found to be strongly correlated to affective commitment of employees. Generational differences existed among the employees in affective commitment and perception of organizational prosocial identity with Gen Y employees showing lower affective commitment and lower perception of organizational prosocial identity than older employees. P-O fit of prosocial identity had a significant relationship with affective commitment only for Gen Y employees. Gen Y employees had highest affective commitment when both individual and organizational prosocial identity were high vs when both were low.

This study extends the research on P-O fit by examining the fit of a new dimension – prosocial identity. Further, by examining differences in this relationship for members of each generation, this paper also extends the research on generational theory.

The results of this study provide important input to managers who seek to increase the affective commitment of the “job hopping” Gen Y employees. The P-O fit of prosocial identity may present an important way of improving affective commitment for this generation of employees.

This study is one of the first to examine P-O fit of prosocial identity in India. It is also one of the first to examine this relationship in the context of a multigenerational workforce.

Public relations practitioners worldwide are attempting to enhance the overall organization–stakeholder relationships by applying strategic communication techniques and skills to corporate social responsibility (CSR) management and communications. In this light, drawing on the prosocial motivation literature, this paper aims to investigate consumers’ implicit and explicit motivations for prosocial behavior, and how these two motivations interact to affect consumers’ willingness to contribute to CSR activities. Second, through the lens of sensemaking theory, this study evaluates the influence of successful prosocial behavior engagement on consumers’ perceptions of both self and companies’ prosocial identities, CSR authenticity and company evaluations.

This study adopts a dictator game experiment with 2 × 2 factorial design to gauge consumers’ prosocial behavioral response toward companies’ CSR communication with implicit and explicit motivations and to examine its effect on company evaluation.

In all, the results of this study suggest that implicit motivation, i.e. self-affirmation intervention, in CSR communication will cause consumers to donate more money to CSR programs; whereas explicit motivation does not exert an effect on consumers’ prosocial behavior. In addition, such donation will trigger consumers’ prosocial sensemaking process and lead to strong identification with the company, positive attitudes and behavioral intentions toward the company.

This study aims to build a consumer- and social cause-oriented CSR communication model, which maximizes the impact of CSR investments on consumer relationship building, business bottom line and social causes.

Although previous research has established that moral emotion, moral judgment, and moral identity influence consumer intention to engage in prosocial behavior (e.g. donating, volunteering) under some circumstances, these factors, in reality, can concurrently influence judgment process. Therefore, it is important to get a more nuanced understanding of how the combinations of each factor can lead to a high intention to engage in prosocial behavior. The paper aims to discuss these issues.

This research employs fuzzy-set qualitative comparative analysis to explore different configurations of moral emotion, judgment, and identity that lead to a high consumer intention to engage in prosocial behavior.

Findings indicate four configurations of moral emotion, moral judgment, and moral identity that lead to a high intention to engage in prosocial behavior.

This research focuses on the case of a hospital in Indonesia; thus, it is important not to overgeneralize the findings. Nonetheless, from a methodological standpoint, opportunity emerges to broaden the examinations in other service and cultural contexts.

The findings of this research can help the hospital to develop effective combinations of advertising and marketing strategies to promote prosocial behavior among its customers.

This paper provides the first empirical evidence on the existence of multiple pathways of moral emotion, judgment, and identity that lead to a high consumer intention to engage in prosocial behavior. The implications of this research also highlight the importance of cultural context in understanding consumer behavior.

This study examines whether, how and when socially responsible human resource management (SRHRM) practices increase employees' in-role and extra-role corporate social responsibility (CSR) performance.

This study uses data from 422 employees of 68 companies.

SRHRM improves employees' in-role CSR-specific performance via impression management motivation and enhance extra-role CSR-specific performance via prosocial motivation. Moral identity symbolization strengthens the relationship between SRHRM and impression management motivation, and moral identity internalization reinforces the relationship between SRHRM and prosocial motivation. The authors also propose mediated moderation models.

This study indicates that company can adopt SRHRM practices to improve employees' in-role and extra-role CSR-specific performance.

This study reveals how and when SRHRM practices influence employees' CSR-specific performance and sheds light on the social impacts of SRHRM.

The purpose of this paper is to examine the relationship between the relational self-identity and prosocial silence in the context of the Egyptian public sector. It also examines the mediating effect of relational maintenance strategies among co-workers (RMSC) on the aforementioned relationship.

The study uses a questionnaire that consists of measures adopted from existing and tested scales. A parallel mediation analysis is conducted using Sobel test for specific indirect effects in regression analysis.

The findings reveal that high relational employees do not engage in prosocial silence unless they are involved in networking and shared tasks strategies.

Prosocial silence has received limited attention despite its drastic effects in employee well-being. This study provides initial insights concerning the dynamics of social behaviours which motivate employees to avoid speaking up in order to not embarrass a workplace friend.

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.

The literature on consumer morality and consumption is spread widely across many research streams and would benefit from grouping under selected themes so that scholars’ work can be guided by the compass of these themes. It is also important to add studies to each of these themes to serve as gateways that will guide new research. The aim of this special issue of the Journal of Consumer Marketing was to achieve precisely this purpose. The purpose of this paper is to open the gate to the exploration of the themes that today describe this landscape.

The paper assesses the contributions made in each of several domains to better understand, why and how moral consumption works, what its ingredients are and how it may grow in the future. There are at least four domains of morality and moral consumption studies as follows: the formation of the moral self and moral identity; moral identity and ethical consumption; moral reasoning (cognitive processes) and moral choice; and the moral self and marketing. Each of these domains of work provides insight into the moral consumption phenomenon.

The authors highlight the development of the moral self and underscore the significance of the relationship between identity development and the individual’s moral actions and by extension the significance of that relationship in moral consumption. Also, the paper adds to the current discussion on morality and ethical consumption by underscoring their interlinked nature and how that linkage can drive consumption behavior, highlight the cognitive processes involved in moral choices and how consumers reason to arrive at those choices. Finally, the authors provide examples of the workings of moral identity and reasoning in consumption contexts more directly.

Each of these morality and moral consumption domains of work provides unique insights into the moral consumption phenomenon; thus, it is important to disseminate the contributions made in each domain to better understand, why and how moral consumption works, what its ingredients are and how it may grow in the future. In this paper, the authors offer contemporary original samples of key contributions to each of these domains.

Previous qualitative research by Horsley (2020) and Lee (2019) highlighted the importance of self-concept (SC) in understanding fire use. This study, therefore, aims to further investigate the relevance of SC in non-criminalised fire use, with a view towards informing early interventions for firesetting prevention.

In this preliminary study, ten participants engaging in extensive, non-criminalised fire use were interviewed about their fire-related experiences and how this relates to SC. This was analysed using techniques informed by the grounded theory.

Three core categories were identified: control, identity and self-esteem, which provide a preliminary framework for understanding how SC and non-criminalised fire use are inter-related. The core categories relate to the study aim because they are conceptualised as three elements of SC, which are strengthened through interactions with fire. The mechanisms through which the categories relate to fire use and SC are discussed.

Forensic implications are discussed regarding early intervention and prevention. The authors argue that knowledge of non-criminalised fire use could provide a valuable blueprint for healthy fire use and, thus, feed into treatment and intervention. Given that previous research has highlighted the importance of SC in relation to how and why people interact with fire, the authors suggest that it should be given greater emphasis in clinical work with those thought to be at risk of firesetting.

To date, firesetting research has focused primarily on criminalised acts, i.e. arson. This paper adopts a different approach and explores how and why people engage with fire in healthy and adaptive ways.

Job markets in the transport and logistics industry are characterized by a scarcity of well-educated junior talent. Employer attractiveness is becoming more important in order to win the most talented junior staff. The purpose of this paper is to investigate how corporate social performance (CSP) profiles of logistics companies influence their attractiveness for job seekers.

In a computerized laboratory experiment, the authors provided 95 students in their final year with job offer data that include general and CSP information about the company, and the job seeker’s potential salary. The authors manipulated how the CSP information was presented and monitored the information accessed during job seekers’ decision-making processes. The authors investigated how information presentation affected choices.

The vast majority of talent acquires CSP information in the pre-decision phase of the judgment, compares this information across companies, and trades off this information with the conditions of employment. The authors find that the ease of comparability of corporate social responsibility (CSR) information, expressed by meaningful indicators of CSP, increased preference for high CSP.

The study enriches existing studies of voluntary disclosure, which argue that voluntary disclosing sustainability-related information can be a tool of impression management.

Companies with a compelling CSP should push for a broadly accepted methodology to benchmark CSP within industry-specific sectors, such as logistics services.

Potential employees demand that companies should consider their social impact on individuals and society as a whole. To remain attractive for employees companies in transport and logistics industry have to cope with a broader scope of expectations.

The authors provide the first analysis on the relevance of CSP information for employer attractiveness in the transport and logistics industry. This research provides insights into the relevance of CSP criteria, information provision, and comparability processes from the perspective of young job seekers.

Drawing upon the creativity interaction theory and expectation-identity perspective, the purpose of this paper is to construct a chain mediation model of the influence of workplace status on individual creativity from the perspective of expectation identity and to explore the moderating effect of prosocial motivation in this model.

This study reached 529 employees from 35 enterprises as the investigation objects and used structural equation model and hierarchical regression for data analysis. Data on workplace status, prosocial motivation, creativity expectations and creativity role identity were collected at Time Point T1, and individual creativity was collected at time point T2 (one month later).

The results reveal that: workplace status has a significantly positive effect on creativity; creativity performance expectations and creativity role identity have partial mediating effect in the relationship between workplace status and creativity, respectively; creativity performance expectations and creativity role identity play a chain double mediation role in the relationship between workplace status and creativity; and prosocial motivation moderates the relationship between workplace status and creativity and further moderates the chain double mediation effect of creativity performance expectations and creativity role identity.

In existing studies, conclusions about the relationship between workplace status and individual creativity could be divided into three viewpoints: positive, negative and U-shaped. These inconsistent findings on the relationship between workplace status and creativity imply that the relationship is complex and not fully elucidated. This may be attributed to the fact that workplace status is influenced by cultural factors and research objects. This study reinterprets the relationship between workplace status and individual creativity through the lens of creativity interaction theory and demonstrates the significance of employee workplace status in the Chinese context.