University Social Responsibility and Medical Students’ Volunteering: A TPB Perspective

Purpose: This study is to examine the impact of perceived university social responsibility (USR) on the volunteer service behavior of medical college students in Jiangxi Province, China, using the theory of planned behavior. The mediating role of volunteer service motivation is also explored. Methodology: Convenience sampling was used to select 700 students from 11 medical colleges in Jiangxi Province to participate in a questionnaire survey. SPSS and AMOS were used for statistical analysis. Findings: The results showed that University social responsibility had a significant direct positive predicted on volunteer service behavior (β = .724, p < .001). University social responsibility also had a significant positive impact on volunteer service motivation (β = .623, p < .001), and motivation further positively affected volunteer service behavior (β = .428, p < .001), forming a significant mediating path. Implications for Research and Practice: This study enriches the application of the Theory of Planned behavior within the context of university social responsibility and medical education, extending the theoretical perspective on volunteer motivation and behavior. From a practical standpoint, the findings suggest that universities should integrate social responsibility education with professional training, refine incentive mechanisms for volunteer service, and design targeted programs to enhance students’ sense of responsibility and sustained engagement. These insights also provide valuable references for educational management and policy development.