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This article explores the concept of altruistic self as part of self-concept, particularly with regards to symbolic interactionism within the context of socially responsible behavior. Drawing from interviews conducted within communities (experiencing food insecurity), the article questions the content of experiences that may drive consumers to demonstrate behaviors leading to expression of altruism attached to self-concept. Research findings illuminate behaviors that individuals are likely to express over time in the process of constructing social-self. The article contributes to the theory of symbolic interactionism by identifying three qualitative themes that help consumers embed altruism deeply within their social-self for example through managing identity, aligning with symbolic group, and demonstrating mirroring effects to significant reference group. By integrating concepts of altruism and self-concept, our approach stresses the importance of altruism as symbolic behavior (as part of social self) in constructing meaning of actions that are largely influenced by a symbol (self).

Exploring Altruistic Self in Socially Responsible Behaviors