Abstract:
PURPOSE – Customers’ proactive helping behaviours involving personal initiative taking may present an effective solution for assisting other customers in avoiding harmful brands. Accordingly, this study aims to propose a model explaining the role of positive psychological capital (self-efficacy and optimism) in influencing customers’ proactive helping behaviours involving personal initiative taking. The study additionally provides greater clarity regarding the moderating effect of emotional self-control within the suggested model. DESIGN/METHODOLOGY/APPROACH – Survey data were collected from 256 respondents in South Africa, who reported on their perceptions and the degree to which they engage in proactive helping behaviours to assist other customers in avoiding harmful brands. Hypotheses were tested using regression analysis. FINDINGS – General self-efficacy and social optimism influence customers’ proactive helping behaviours. Emotional self-control moderates the indirect effect of general self-efficacy on customers’ proactive helping behaviours through social optimism. RESEARCH LIMITATIONS/IMPLICATIONS – Greater insight is obtained into the interplay between factors representing a positive psychological state and self-control of negative emotions and these factors’ effect on customers’ proactive helping behaviours involving personal initiative taking. ORIGINALITY/VALUE – The research extends knowledge of proactive helping behaviours involving personal initiative taking to assist other customers in avoiding harmful brands and subsequently provides a baseline for further research in this regards. Practically, the research is useful to social agents of society concerned with promoting responsible purchasing practices.
