Reflection of Types of Prosocial Behavior During COVID-19 in Collectivistic Asian Countries—India and Indonesia

Abstract

COVID-19 is an infectious disease that has widened the gap between victims and non-victims in society. Understanding how individuals support and assist COVID-19 sufferers in a pandemic crisis is critical. Thus, this study aims to qualitatively evaluate the prosocial intention and types of prosocial behavior toward COVID-19 victims by low socioeconomic individuals from India and Indonesia’s collectivistic societies. We conducted semi-structured and in-depth interviews during the lockdown from March to May 2020, via phone and in-person, using a purposive selection of respondents (total n = 50). The data were analyzed using the qualitative synthesis method. Five themes were discovered: 1) too scared to help, 2) love to help but scared: moral dilemma, 3) informing authority who knows how to handle, 4) caring, sharing, and supporting, but with a distance, and 5) helping at one’s personal health risk. This study highlights that prosocial intentions range from minor acts of kindness to self-harm and out-of-bounds acts of kindness for COVID-19 victims.

Market reactions to drugs price reduction during COVID-19 distress in an emerging economy: value creation through CSR

“…People in a collectivist society like India were more prosocial, empathetic and concerned about the suffering, survival and welfare of the broader society as it was a case of health emergency-based social crisis (Shukla et al, 2022). Thus, CSR demand from stakeholders was stronger in the second wave as compared to the CSR demand during the first wave.…”