Pro-environmental or pro-social: Which motivation is stronger in the case of charity retailing engagement?

The aim of the study is to examine intention engage in charity retailing using norm activation model which has been widely used predict people’s altruistic and pro-social behavior (De Groot Steg, 2009, 425–449). Pro-social refers a person’s action that intended help other people consists broad range helping, sharing, cooperating behaviors. Three forms engagement were taken into account: buying at shop, volunteering store, donating. current was conducted 2019 CAWI method on 766 Polish students coming from 16 universities; for data analysis, SEM applied. We tested two variants model. In first one we connected personal norm, awareness consequences, ascription responsibility with context natural environment protection, whereas second same variables helping general. findings show may be applied as mediator explaining shop charity. Both models positively verified — all relations but proven statistically significant. only relation turned out insignificant between consequences norm. results environmental increased strength analyzed variables.