Altruistic Value Of Consumer Altruism

Altruism can be defined as a personal cost to the behaving individual that can benefit others without any self-interested motivation (Kerr, Godfrey-Smith, & Feldman, 2004). According to Zwick & Fletcher (2013) there are four (4) categorical level of altruism: self-oriented or self-regarding, concerned, respectful, and altruistic. Self-oriented or self-regarding can be described as people who do not worried about other people’s benefit. In other word, selfish CITATION. On the other hand, concerned people are the individual who respect their behavior to benefit people CITATION. While altruistic people are generally motivated by good wishes to others CITATION. In this respect, consumer altruistic value is a useful source to understand consumers’

This activity is called corporate social responsibility (CSR) CITATION. To perform the require standard for altruism, companies are engaging their business to socially responsible activities together with producing environmental friendly products also know as eco-friendly products, as well as donating money to charities and sponsoring special events and setting laws of labor standard for fair labor practices. CITATION. According to CITATION greater social output is achieved by strategic approaches rather than by altruistic approaches. In relation to this, companies’ purpose for the establishment of their business is to make profit and satisfy the needs of its investors or shareholders that’s why they are debating if companies need to include altruistic business activities in performing business function. CITATION insisted that even though CSR may cost and be against the

That’s why most of the Filipino community are engaged or purchased green products that will benefit others CITATION. With this, researchers conclude that altruism has major impact to consumers’ intention to purchase green products. Researchers investigated fair-trade consumers to find out whether altruism has an effect on consumers’ intentions to purchase hand-crafted apparel and textiles from alternative trade organizations (ATOs). Alternative trade organization (ATOs) ATOs refer to companies that sell crafts or clothing from developing countries with the purpose of helping the producers by maximizing the prices CITATION. The results of the studies suggested that even though consumers are favor with the goal of ATOs, they did not present their willingness to purchase ATOs’ products. CITATION investigated organic cotton apparel. Consumers are more interested in the organic cotton content because when purchasing organic cotton apparel would improve their health and the health of their family CITATION GALING SA