Title: Corporate social responsibility and consumer-to-consumer helping intention: moderating role of collectivism and self-efficacy

Authors: Moazzam Abbas; Zubair Nawaz; Amna Bint Zaheer; Bilal Latif

Addresses: School of Management, Huazhong University of Science and Technology, Wuhan, China ' Leadership and Management Studies, National Defence University, Islamabad, Pakistan ' Leadership and Management Studies, National Defence University, Islamabad, Pakistan ' Leadership and Management Studies, National Defence University, Islamabad, Pakistan

Abstract: Studies investigating the impact of corporate social responsibility (CSR) on consumer behaviour have focused on consumer-company interaction; however, the role of CSR in the domain of consumer-to-consumer (C2C) behaviours remained unexplored. In the wake of expanding the active role of consumers, C2C interactions have become considerably important. C2C helping behaviour can facilitate service delivery and can improve service experience. This study examines the impact of CSR on C2C helping intention and investigates the underlying mechanism. It further considers the role of collectivism and self-efficacy in boosting the C2C helping. Data were collected from banking consumers in Pakistan by survey method. There were 473 responses of consumers, and data were analysed in SmartPLS 3. It is found that CSR affects C2C helping intention, and consumer-company identification (CCI) mediates this relationship. Collectivism and self-efficacy have considerable interaction effects.

Keywords: corporate social responsibility; CSR; consumer identification; helping intention; collectivism; self-efficacy.

DOI: 10.1504/MEJM.2026.155079

Middle East Journal of Management, 2026 Vol.13 No.4, pp.442 - 462

Received: 05 Mar 2025
Accepted: 12 Apr 2025
Published online: 27 Jul 2026 *

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