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Pro-Social Behaviour and Philanthropy in Conflict and Post-Conflict Contexts

Pro-Social Behaviour and Philanthropy in Conflict and Post-Conflict Contexts
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Author(s): Shaza Aldairany (International Business School, Malaysia) and Rosmini Omar (International Business School, Malaysia)
Copyright: 2018
Pages: 12
Source title: Driving Green Consumerism Through Strategic Sustainability Marketing
Source Author(s)/Editor(s): Farzana Quoquab (Universiti Teknologi Malaysia, Malaysia), Ramayah Thurasamy (Universiti Sains Malaysia, Malaysia) and Jihad Mohammad (Universiti Teknologi Malaysia, Malaysia)
DOI: 10.4018/978-1-5225-2912-5.ch007


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Pro-social behaviour and philanthropy are critical traits to act in a responsible manner towards society and environment through providing money, time and efforts. Most studies have focused on stable locations. However, conflict may still appear as potential places for such behaviour. This chapter raises three major inquiries: Do individuals and corporates perform pro-social behaviour in conflict context? If so, how do they perform such behaviour? How does literature approach specifically consumer pro-social behaviour in conflict and post-conflict locations. This chapter tries to conceptually review recent literature of pro-social practices in conflict contexts. The chapter reveals that no absolute positive impact relating to violence and conflict on pro-social behaviour. The majority of evidence supports the idea that pro-sociality increases during times of war. People exposed to direct violence may participate more in social activities, with early development of environmental and consumer issues. Moreover, entrepreneurship is found to have similar implications on the war-torn society.

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