The effect of social comparison and envy on volunteering intention: an empirical analysis based on the dual envy concept
研究了良性嫉妒和恶意嫉妒如何中介社会比较对志愿服务意愿的影响，并发现个体特质（利他价值观、自我效能）调节恶意嫉妒的作用，为设计有效的志愿服务招募信息提供参考。
Purpose Envy can drive individual behaviour, but its mechanisms in the domain of prosocial behaviour remain underexplored. This research aims to examine how benign and malicious envy mediate the relationship between social comparison and volunteering intention, and how individual traits moderate these effects. It also investigates how marketing managers can effectively design envy-inducing volunteering appeals. Design/methodology/approach Study 1 (n = 849) tests mediation hypotheses in a cross-sectional survey design. The cross-sectional Study 2 (n = 334) validates a moderated mediation model with altruistic values and general self-efficacy as moderators. Study 3 (n = 189) applies a choice-based conjoint methodology to examine effective designs for envy-arousing appeals. Findings Benign envy significantly mediates the effect of social comparison on volunteering intention. Malicious envy acts as a moderator-dependent mediator: its effect is negative for individuals with low altruistic values and positive for those with high altruistic values, but only at low to moderate self-efficacy levels. No moderation was found for the benign envy pathway. Appeals that highlight instrumental motives and the high reputation of the organization are most effective at eliciting envy. Originality/value This study advances the literature by adapting a marketing-based model to the volunteering context, exploring heterogeneity in envy responses and testing a conditional indirect effect model involving social comparison, malicious envy, altruistic values and self-efficacy. It further contributes to practical insights for designing effective volunteer appeals based on psychological mechanisms of envy.