Prosocial process fit: normatively expected purchasing increases the prosocial premium

Purpose This paper aims to investigates the effect of normative expectations in the purchase process on consumers' value perceptions for prosocial products (e.g. environmentally friendly products) relative to conventional non-prosocial products. It extends the literature on both prosocial products and regulatory fit. Design/methodology/approach Five factorial experiments are employed, testing diverse samples, including Dutch university students and American online panel participants from the general population. Findings Findings show that regulatory fit between the prosocial product orientation and an emphasis on normative expectations in the purchase process (termed prosocial process fit) increases perceptions of prosocial product value (relative to conventional products). This effect is mediated by engagement. Research limitations/implications The current research is limited to investigating how value perceptions of prosocial products can be increased (i.e. through prosocial process fit). Future research is warranted that analogously considers conditions that would increase value for non-prosocial products as well (e.g. by creating a fit with a non-prosocial process). Practical implications The research shows how prosocial manufacturers and retailers can redesign the purchase process to increase customers' engagement, perceptions of prosocial product value and prosocial product purchase. Social implications This work serves to explain differences in consumers' value perceptions for prosocial products. Hence, it shows how socially responsible consumption can be better supported in society. Originality/value This work demonstrates a new kind of regulatory fit based on fit between prosocial products and normative expectations in the purchase process (i.e. moving beyond the types of regulatory fit previously examined in this context, such as with fit between regulatory focus orientation and goal pursuit). The authors use this to provide a much needed explanation for the heterogeneity in the literature regarding the value that consumers experience for prosocial products relative to conventional ones.