Search Results (7)

Cultural landscapes are facing increasing challenges in terms of sustainable financing, owing to fiscal austerity and limited public funding. This study explores tourists’ willingness to pay (WTP) for the conservation of cultural landscapes through Japan’s Furusato Nozei (Tax payment to hometown)—a policy that pairs tax deductions with tangible “return gifts,” institutionalising a form of mixed (or “impure”) altruism that can convert intention into action. Using a survey of 500 visitors to Shibamata, Tokyo, we estimate an integrative model that links psychological pathways (motivation → destination evaluation), behavioural investments (time, spending, and interactions with residents), and socio-demographic characteristics. To analyse the collected data, we use partial least squares structural equation modelling. Results reveal that interaction with local communities has the strongest direct effects on WTP, while motivation influences WTP indirectly through destination evaluation. Age shows a negative relationship, whereas marital status has a positive one; income and gender are not significant predictors. These findings suggest that institutional incentives embedded in Furusato Nozei can transform altruistic intention into actual financial support for heritage conservation. This study contributes theoretically by linking institutional design to behavioural intention–action gaps and practically by providing insights for participatory and incentive-based heritage financing. The findings are based on a single-site case in Shibamata, Tokyo, and should therefore be interpreted within its local and cultural context. Full article

The contribution of meal kits to the waste problem has become a significant concern, leading consumers to demand sustainable practices from meal-kit companies. This study proposes a framework to understand customer behavior toward sustainable meal-kit brands that promote practices such as recycling and waste reduction. This study applies warm glow theory to investigate how pure and impure altruism affect consumers’ perceptions of a meal-kit brand’s sustainability, perceived price fairness, and continuance intention. The findings confirmed that meal-kit brands’ sustainable practices significantly enhanced consumers’ perceptions of brand sustainability, which in turn influenced their perceived price fairness and continuance intention. Furthermore, warm glow and altruistic values were found to significantly moderate the relationship between consumers’ perceptions of brand sustainability and their continuance intention. However, no significant moderating effects were observed between consumers’ perceptions of brand sustainability and perceived price fairness. This study contributes to a deeper understanding of the psychological mechanisms underlying consumer attitudes and behaviors toward meal-kit brands’ sustainability efforts. Full article

Education plays an essential role in ensuring the social sustainability of blood donation. As altruism may be insufficient to support donor engagement, this study assesses the effectiveness of incentives on ensuring the social sustainability of blood donation. A self-administered questionnaire was used to collect data from 319 medical students about socio-demographic variables, donation frequency, altruism dimensions (impure, self-regarding, reluctant, egalitarian warm glow, and kinship), the perceived importance of monetary (travel compensation, meal vouchers) and non-monetary incentives (free blood screening, paid leave, refreshments, recognition gifts), and willingness to donate during a blood donation social marketing campaign in November 2021 and November 2022. Data were analyzed in SPSS 20 using chi-square, ANOVA tests, and multiple regression models. The key findings indicate no significant associations between donor categories and incentives, but meal vouchers, free medical testing, refreshments, and recognition gifts were linked to self-regarding altruism. Additionally, neither incentives, altruism dimensions, nor their interaction predicted willingness to donate blood. These findings highlight the need for education-driven approaches to ensure a long-term commitment of blood donors, by integrating educational, sustainable curricular or extracurricular activities. Integrating blood donation awareness into formal education may cultivate a culture of civic responsibility, expanding the donor pool and strengthening the social sustainability of blood donation. Full article

The ever-worsening climate crisis necessitates a shift toward sustainable energy systems that prioritise citizen participation. Renewable Energy Communities (RECs) present a unique opportunity to enhance local resilience, reduce greenhouse gas emissions, and foster climate mitigation and adaptation through participatory governance. This exploratory study investigates the psychosocial predictors of social acceptance for RECs, with a focus on Socio-political Control and Warm-glow Motivation as key determinants. To this end, we collected 107 questionnaires completed by residents of the metropolitan city of Padua, which is engaged in the EU’s 100 Climate-Neutral Cities by 2030 mission. The results indicate a generally favourable attitude toward RECs and reveal that Socio-political Control, defined as the perceived ability to influence societal and political systems, positively predicts community energy acceptance. Furthermore, Impure Altruism (Warm-glow Motivation) mediates this relationship, underscoring the importance of intrinsic emotional rewards in fostering support for sustainable energy projects. These findings highlight the interplay between individual agency and emotional satisfaction in promoting energy transitions. This study underscores the need for participatory governance and tailored communication strategies to enhance public engagement with RECs. Limitations and avenues for future research are discussed, emphasising the need for broader cross-cultural investigations and experimental designs. Full article

This work is aimed at further developing the study of blood nondonor behaviour through a joint analysis of sociodemographic characteristics, psychological and physical barriers, impure altruism and anticipated emotions, as predictors of intention to donate. To that end, a step-by-step hierarchical regression analysis was applied on a sample of 2383 Spanish nondonors. The study’s results confirm the influence of traditional variables (sociodemographic characteristics, psychological and physical barriers and impure altruism), as well as the power of anticipated emotions, both positive and negative, of donation action and inaction as variables explaining the intention to donate. Another important contribution has been to develop the moderating role of psychological and physical barriers, in addition to impure altruism, on cause–effect relationships between anticipated emotions and intention to donate. A number of practical implications can be derived from this study for transfusion centres responsible for donation promotion. Full article

In this study, we identify impure altruism as a duality of altruistic and egoistic warmth. We examine how these feelings motivate consumers to buy green apparel in response to advertisements. We test the effectiveness of the message orientation and its interactivity with a beneficiary and propose modeling impure altruism as the reason why consumers purchase green apparel. The study uses a quasi-experiment to estimate a comparison effect among advertising stimuli. We conduct an online survey among US consumers that garnered 586 responses for the main data analysis. The results indicate that egocentric appeals increase perceived uniqueness and that human beneficiary appeals lead to higher communal harmony. The findings show that communal harmony and global wellbeing prompt altruistic warmth and that uniqueness and product quality encourage egoistic warmth. Notably, altruistic warmth contributes to egoistic warmth, which indicates the existence of impurely altruistic consumers. Both altruistic and egoistic warmth lead to the intention of purchasing green apparel. We recommend “feel-good” marketing strategies to publicize the benefits of a sustainable lifestyle. The study contributes to the theoretical development of sustainability and can serve as an extension of a discrete model of altruism and egoism on consumers’ sustainable behavior. Full article

The Patron Game studies the individual provision of a public good, i.e., a situation in which the cost of contributing exceeds by construction its private return (e.g., volunteering, Open Collaboration projects). We test the Patron Game in the lab finding that contributions are high, though significantly lower than in a classic Public Good Game. Results show that demand effects and the warm glow of giving account almost entirely for the contributions, with the former playing the most prominent role. The social nature of the individual provision of a public good is confirmed by the fact that, even when the efficiency multiplier is removed, contributions are higher than in comparable Dictator Games. Full article