Across several disciplines in the social and behavioral sciences, recent work on reciprocity in social exchange raises questions about exploitativeness, sustainability and environmental concerns (Weiss, 1987; Ursell, 2000; Smit, 2011; Lewis et al., 2015; Grinstein and Riefler, 2015) with calls to research to explore the importance of consumers’ prosocial activities in relation to concepts such as ethnocentrism (Ratner and Miller, 2001; Olivola and Shafir, 2013; Small and Cryder, 2016). Clearly, while the focus of ethnocentrism is on the consumer’s own group, the focus of many calls for prosocial activities is on the “other”. Hence, a question of interest arises from this: how do these competing forces coexist? In other words, since ethnocentrism is a complex multidimensional construct, how do the different dimensions of ethnocentrism relate to prosocial consumer behaviors? Furthermore, since prosocial behaviors are considered necessary, another question of interest is; how can consumers be urged to engage in prosocial behaviors?

• Ruby Appiah-Campbell(Loughborough University, UK)
• Kemefasu Ifie(Loughborough University, UK)
• John Cadogan(Loughborough University, UK)
• Nina Michaelidou(Loughborough University, UK)