In the past decade the level of prosocial behavior has raised some concerns, whereas an empathic concern, one of the main predictors of prosocial behavior, is decreasing. Lack of empathy and less forgiving attitudes are one of the main characteristics of entitlement Entitlement, or feeling of deserving more than others, is negatively related to pro-social behavior (Campbell et al., 2004). In H1, we suggest that entitled individuals engage in prosocial behavior more when there is an opportunity to self-enhance vs. when there is no opportunity to self-enhance.

본 연구는 Ajzen(1991)의 계획행위이론을 바탕으로 중년 소방관 및 교도관의 헌혈의사에 영향 을 미치는 요인을 규명하기 위한 서술적 연구이다. 연구대상은 G시, B군에 소재한 소방서 및 교도소의 중 년 소방관 및 교도관 223명이었다. 자료분석은 기술통계 및 t-test, one-way ANOVA, Pearson's correlation coefficient, 다중회귀분석을 하였다. 연구결과 헌혈 경험, 1년 이내 헌혈 시도, 3개월 이내 헌 혈 참여 계획에 따라 헌혈의도에서 통계적으로 유의한 차이가 있었다. 대상자의 헌혈의도는 헌혈에 대한 태도, 주관적 규범, 지각된 행위통제와 유의한 양의 상관관계가 있었다. 헌혈의도에 대한 다중회귀분석 결 과 3개월 이내 헌혈 참여계획, 지각된 행위통제, 주관적 규범, 헌혈태도, 1년 이내 헌혈시도 순이었고, 설명 력은 69% 이었다. 이에 중년의 헌혈의도를 높이기 위해서는 태도, 주관적 규범, 지각된 행위통제를 개선할 수 있는 프로그램이 필요하다

This study analyzed the effects of fashion consumers’ moral identity and empathy propensity on ethical consumption attitude and donation behavior, and the effect of ethical consumption attitude on donation behavior. The survey was conducted on consumers over the 20s who experienced the donation of fashion products, 384 responses were used for data analysis. The result showed that the internality and symbolism of moral identity had a positive effect on ethical consumption attitudes. The all factors of empathy propensity positively affected eco-friendly oriented consumption, and cognitive empathy and social empathy positively affected boycott oriented consumption. The cognitive empathy, social empathy and relational empathy positively affected community oriented consumption and practice oriented consumption. Furthermore, social empathy and relational empathy positively affected recycling oriented consumption. The eco-friendly, boycott, community, and recycling oriented consumption positively affected temporal donation. The all factors of ethical consumption attitude positively affected emotional donation, and eco-friendly, community, recycling, and practice oriented consumption positively affected material donations. The internality and symbolism of moral identity positively affected temporal and emotional donation, and the symbolism except internality positively affected material donation. The cognitive empathy, social empathy and relational empathy positively affected the temporal donation and material donation. In addition, the all factors of empathy propensity positively affected emotional donation. The results of this study will contribute to the ethical product strategy, marketing, and sustainable development of the fashion industry.

This study examines Japanese and Americans’ perceptions of disaster ads. The three-selves model is used to explain the in-group and out-group effects of disaster ads, while the theory of planned behavior is used to explain the antecedents of a donor’s attitude toward disaster ads. Donation motivation, donation belief, social influence, attitude towards helping charities, attitude toward helping others, affective responses, cognitive responses, and willingness to donate were examined. For a 2 x 2 experimental treatment, two disaster locations (U.S. and Japan) and two types of ads (factual and emotional) were used. The findings imply that Americans’ donation motivation and donation belief are significantly related to attitude toward helping charities. The attitude toward helping charities is strongly related to cognitive response and willingness to donate. For Japanese, donation motivation and social influence are strongly related to attitude toward helping charities and others. Also, attitude toward helping charities influences cognitive response, and attitude toward helping others affects affective response. A managerial implication, for Japanese, is that cultivating a positive attitude toward helping charities and others is important to increase cognitive and affective responses toward ads and the responses directly related to willingness to donate. For Americans, emphasizing positive attitude toward helping charities is important to increase a positive cognitive response which is related to willingness to donate.