A consumer wisdom-informed conceptualization for understanding prosocial behaviors

• Provides a conceptual framework developed by experts connecting consumer wisdom to prosocial behaviors. • Consumer wisdom dimensions do not all positively impact prosocial behaviors. • Guidance is offered to practitioners and policymakers in relation to designing change programs. Existing literature has primarily studied factors related to prosocial behaviors in isolation. To further understand the multifaceted nature of prosocial behaviors, this research utilizes consumer wisdom as an overarching multidimensional framework to explore different facilitators of and barriers to prosocial behaviors. We develop a conceptual framework to illustrate how prosocial behaviors might play out in the real world, given human beings’ often conflicting motivations. After synthesizing qualitative data from a Delphi study involving three iterative rounds of data collection with behavior-change experts, our framework suggests possible associations between consumer wisdom and prosocial behaviors via multiple facilitators (values-based motivation, efficacy, self-relevance, and compassion) and barriers (self-focus and decision paralysis). Through the lens of consumer wisdom, this framework provides a comprehensive perspective transcending previous prosocial literature that has predominantly examined individual factors. Furthermore, practitioners and policymakers should integrate consumer wisdom as they develop and implement successful prosocial campaigns and initiatives.