Rethinking altruism Uncovering the reluctant nature of altruistic behavior

From charitable giving to adopting a sustainable lifestyle, altruistic behavior is common yet, at times, inconsistent. This dissertation examines reluctant altruism — altruistic behavior driven not by genuine concern for others, but by internal pressures such as guilt and self-image concerns, or external pressures such as shame and social reputation. Three empirical chapters and one review chapter provide evidence for the existence of reluctant altruism (Chapter 2), its different behavioral manifestations (Chapters 3, 4, and 5), the boundary conditions under which it occur (Chapters 2, 5), the overall impact for society at large (Chapters 2, 3, and 4), and empirical guidance for interventions that can foster altruistic behavior (Chapter 5). Research from this dissertation offers an optimistic outlook. Results highlight that human altruism can be nurtured and supported—not by expecting perfection, but by shaping the contexts where altruistic actions are the intuitive choice. The empirical evidence underscores the influential roles of institutions and norms in internalizing moral values, shaping the human moral compass and guiding individuals through moral dilemmas. The findings further shed light on the many possibilities we can seize to design environments that encourage altruistic behaviors. Strategies such as increasing transparency of impact, increasing the observability of behaviors, and reducing the costs of altruistic choices through mechanisms such as defaults and subsidies can encourage altruistic behavior. By acknowledging the sensitive situational and personal nature of human altruism, we can develop structural solutions that empower individuals to act more generously and foster stronger and more compassionate societies.