Beyond the Self: Intergroup Prosocial Consumption and Its Impact on Well-Being

Abstract

Manuscript type: Research paper
Research aims: This study examines the factors that drive intergroup
prosocial consumption (IPC) and its impact on subjective well-being in a
Muslim-majority context. It addresses the limited understanding of how
consumer behaviour in marketplace settings can foster positive intergroup
relations across religious boundaries.
Design/Methodology/Approach: A quantitative approach was employed
using survey data collected from 2,982 Muslim consumers in major
urban areas of Indonesia. The data were analysed using partial least
squares structural equation modelling (PLS-SEM) to test the proposed
relationships grounded in self-determination theory and prosocial
behaviour theory.
Research findings: The results show that social norms, guilt, personal
norms, and self-congruity significantly influence prosocial motivation,
which in turn drives intergroup prosocial consumption. Prosocial
motivation also mediates these relationships. In addition, IPC has a strong
positive effect on subjective well-being, particularly life satisfaction.
Among the antecedents, self-congruity emerges as the strongest predictor
of prosocial motivation.
Theoretical contribution/Originality: This study extends consumer
behaviour literature by introducing IPC as a mechanism through which
marketplace activities can promote intergroup harmony. It advances
theory by demonstrating how social, emotional, moral, and identity-based
drivers are internalised into prosocial motivation, which subsequently
translates into behaviour across religious groups.
Practitioner/Policy implication: Companies can promote intergroup
prosocial consumption in multi-religious settings by aligning their
offerings and communication with consumers’ moral and religious values.
Emphasising inclusivity, compassion, and shared ethical principles across
religious groups can strengthen engagement and encourage consumers to
participate in prosocial consumption.