The issue of socially responsible consumption (SRC) has been discussed from a perspective of behavioral change. Empathy is a moral emotion to motivate this behavioral change and includes cognitive and affective elements. Yet, the process of how an individual generates empathy cognitively and affectively is still unclear. Therefore, the main aim of this research is to discuss two types of self-consciousness which result in empathic concern that changes consumers' behavior to be more socially responsible. This research conducted two studies via Amazon Mechanical Turk including the self-evaluation surveys of 428 participants and surveys of 351 participants about a simulated shopping scenario. Structural equation modeling method was employed to examine the hypotheses. Two studies showed that private self-consciousness significantly influences empathic concern about SRC. Moreover, age and income significantly moderated the relationship between private (vs. public) self-consciousness and empathic concern. These findings suggest that experiential marketing strategies could be used particularly on younger or lower-income consumers as they tend to feel empathy through private self-consciousness of moral values on helping others. This research also suggests that nonprofit organizations should collaborate with for-profit sectors by triggering consumers' empathic feelings in terms of private and public self-consciousness and demographic factors.

中文翻译：

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社会责任消费中私人或公共自我意识的移情

社会责任消费（SRC）问题已经从行为改变的角度进行了讨论。同理心是一种激发这种行为改变的道德情感，包括认知和情感因素。然而，个人如何在认知和情感上产生同理心的过程仍不清楚。因此，本研究的主要目的是讨论两种类型的自我意识，它们导致移情关注，从而改变消费者的行为，使其更具社会责任感。该研究通过 Amazon Mechanical Turk 进行了两项研究，包括对 428 名参与者的自我评估调查和对 351 名参与者进行的模拟购物场景调查。采用结构方程建模方法来检验假设。两项研究表明，私人自我意识显着影响对 SRC 的移情关注。此外，年龄和收入显着调节了私人（与公共）自我意识和移情关注之间的关系。这些发现表明，体验式营销策略尤其适用于年轻或低收入消费者，因为他们倾向于通过个人对帮助他人的道德价值观的自我意识而产生同理心。这项研究还表明，非营利组织应该与营利性部门合作，通过在私人和公共自我意识以及人口因素方面激发消费者的移情感。这些发现表明，体验式营销策略尤其适用于年轻或低收入消费者，因为他们倾向于通过个人对帮助他人的道德价值观的自我意识而产生同理心。这项研究还表明，非营利组织应该与营利性部门合作，通过在私人和公共自我意识以及人口因素方面激发消费者的移情感。这些发现表明，体验式营销策略尤其适用于年轻或低收入消费者，因为他们倾向于通过个人对帮助他人的道德价值观的自我意识而产生同理心。这项研究还表明，非营利组织应该与营利性部门合作，通过在私人和公共自我意识以及人口因素方面激发消费者的移情感。