A consumer wisdom-informed conceptualization for understanding prosocial behaviors

Quynh N.X. Nguyen, Nguyen T. Thai, Troy W. Heffernan, Nina Reynolds and Nadia Zainuddin

Journal of Business Research, 2025, vol. 192, issue C

Abstract: Existing literature has primarily studied factors related to prosocial behaviors in isolation. To further understand the multifaceted nature of prosocial behaviors, this research utilizes consumer wisdom as an overarching multidimensional framework to explore different facilitators of and barriers to prosocial behaviors. We develop a conceptual framework to illustrate how prosocial behaviors might play out in the real world, given human beings’ often conflicting motivations. After synthesizing qualitative data from a Delphi study involving three iterative rounds of data collection with behavior-change experts, our framework suggests possible associations between consumer wisdom and prosocial behaviors via multiple facilitators (values-based motivation, efficacy, self-relevance, and compassion) and barriers (self-focus and decision paralysis). Through the lens of consumer wisdom, this framework provides a comprehensive perspective transcending previous prosocial literature that has predominantly examined individual factors. Furthermore, practitioners and policymakers should integrate consumer wisdom as they develop and implement successful prosocial campaigns and initiatives.

Keywords: Consumer wisdom; Prosocial behaviors; Delphi method; Behavior change (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S014829632500116X
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:192:y:2025:i:c:s014829632500116x

DOI: 10.1016/j.jbusres.2025.115293

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().