This study explores the mediating role of moral identity in the influence of materialism on prosocial behavior tenden-cies among college students and the moderating role of public consciousness.A total of 1078 college students were recruited to an-swer the Materialistic Values Measure,Moral Identity Measure,Self-consciousness Measure and Prosocial Tendencies Measure.Cor-relation analysis and analytic hierarchy regression were used to construct mediating model of moral identity and a moderating model of public consciousness in the relationship between materialism and prosocial behavior.Results showed:materialism was negatively retaled to prosocial behavior tendency;moral identity plays a mediating role between materialism and prosocial behavior tendency(27.12%);public self-consciousness plays a moderating role between materialistic and prosocial behavioral tendency.Conclusion:materialism not only weakens prosocial behavior tendency,but also indirectly affects prosocial behavior tendency through moral identity;activating public self-consciousness can improve the level of individual moral identity and effectively alleviate the negative impact of materialism on prosocial behavior tendency.
维普
万方数据