Educating for Impact: A Prosocial Marketing Approach to Foster Altruism Among Young Consumers

This study explores how a prosocial marketing intervention in a dual-enrollment course fosters altruistic values and emotional development among young consumers while deepening their understanding of cause-related and social marketing. Grounded in holistic and experiential learning, the project required students to engage in weekly acts of kindness, reflect on their experiences, and share their actions on social media to amplify impact. Thematic analysis of qualitative data collected over two academic years revealed personal growth driven by intrinsic motivation (e.g., belonging, self-esteem) and positive emotions (e.g., joy, pride). Students demonstrated greater social awareness and practical application of marketing principles through volunteering, donations, and other charitable actions. These behaviors often extended beyond the classroom, creating ripple effects in digital spaces. The project not only supported values-based learning but also aligned with key educational mandates, including the UN Sustainable Development Goals and AACSB’s focus on socially responsible business education. The findings offer a scalable model for transformative pedagogy.