Pro-social behaviour: an exploratory study of individuals who undertake positive social behaviours

Abstract

While much of the research within the social marketing domain focuses on negative or aberrant social issue behaviours, this study seeks to understand those individuals who voluntarily engage in pro-social behaviours - which in the context of this study is viewed as social issue exchange. Accordingly, this study examines the individual characteristics of involvement, perceived risk, age and gender and their relationships for individuals who voluntarily engage in pro-social behaviours. Data was gathered from a convenience sample of respondents across six social issues. The results indicate that higher social issue involvement is related to a lower perception of risk with engaging in a pro-social behaviour. Moreover, the results indicate that this relationship is most significant for older females.