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<p>The prosocial behavior of university students not only reflects their moral quality and social responsibility but also has significance for the construction of the moral education system and the accumulation of social capital in universities. Although the theory of planned behavior (TPB) has been widely used to predict prosocial intentions, it has paid insufficient attention to intrinsic emotional factors. This study introduces self-consistency theory and integrates two variables: moral identity and empathy, to construct a more comprehensive conceptual framework. Combining PLS-SEM and fsQCA, the study examined a sample of 388 undergraduate students from a comprehensive university in China. The results of PLS-SEM showed that attitude, subjective norm, perceived behavioral control, moral identity, and empathy had a positive effect on pro-social intention, and attitude played a mediating role in the pathways of moral identity and empathy. The fsQCA further identified two pathways to achieve high pro-social intentions: an affective-value pathway centered on empathy and moral identity, and a rational-planning pathway based on attitude and behavioral control. This study theoretically extends the extension of TPB to realize the integration of rational and emotional drivers; methodologically, it adopts a combination of quantitative and qualitative approaches to reveal the multiple causal paths; and practically, it provides theoretical support and inspiration for the design of moral education and volunteering programs in universities.</p>

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Promoting prosocial intention in university students: a mixed-methods examination of rational and affective drivers

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2026年5月21日

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  • Wenxu Li,
  • Wenyu Ning,
  • Ziwei Wang,
  • Feifei Liu,
  • Chongqiang Xin,
  • Kefu Dong

摘要

The prosocial behavior of university students not only reflects their moral quality and social responsibility but also has significance for the construction of the moral education system and the accumulation of social capital in universities. Although the theory of planned behavior (TPB) has been widely used to predict prosocial intentions, it has paid insufficient attention to intrinsic emotional factors. This study introduces self-consistency theory and integrates two variables: moral identity and empathy, to construct a more comprehensive conceptual framework. Combining PLS-SEM and fsQCA, the study examined a sample of 388 undergraduate students from a comprehensive university in China. The results of PLS-SEM showed that attitude, subjective norm, perceived behavioral control, moral identity, and empathy had a positive effect on pro-social intention, and attitude played a mediating role in the pathways of moral identity and empathy. The fsQCA further identified two pathways to achieve high pro-social intentions: an affective-value pathway centered on empathy and moral identity, and a rational-planning pathway based on attitude and behavioral control. This study theoretically extends the extension of TPB to realize the integration of rational and emotional drivers; methodologically, it adopts a combination of quantitative and qualitative approaches to reveal the multiple causal paths; and practically, it provides theoretical support and inspiration for the design of moral education and volunteering programs in universities.