Exploring the Relationship Between Prosocial Tendencies and Ecologically Conscious Consumer Behavior

This research explores how prosocial behavior relates to environmentally responsible consumer choices. Prosocial behavior—actions aimed at supporting others—can extend to ecological concern, shaping decisions that prioritize sustainability. In this study, adult participants completed assessments measuring both tendencies, and their scores were compared to identify patterns of association. The analysis revealed that prosocial orientations of all types showed a positive relationship with environmentally conscious purchasing, with the strongest connections appearing among individuals motivated by empathy, urgency, and deeply held moral beliefs. Acts driven by social recognition, obligation, or altruism also demonstrated notable links, though the associations were somewhat weaker. These results highlight that sustainable consumption is more strongly influenced by internalized, emotionally grounded motivations than by external pressures or conformity. Overall, the findings align with theoretical perspectives that emphasize moral responsibility and personal values as key forces in shaping pro-environmental behavior.