Die vorliegende Studie analysiert, wie innerbetriebliche Referenzgruppen und der regulatorische Fokus von Kommunikationsbotschaften die Bereitschaft zur Teilnahme an betrieblichen Freiwilligenprogrammen beeinflussen. Die Ergebnisse einer experimentellen Studie zeigen, dass sich der Referenzgruppeneinfluss sowie der regulatorische Fokus von Kommunikationsbotschaften unterschiedlich auf verschiedene Facetten der individuellen Handlungsintention niederschlagen. Ferner wird auch gezeigt, dass die Referenzgruppeneinflüsse mit dem chronischen regulatorischen Fokus sowie mit dem regulatorischen Fokus von Kommunikationsbotschaften interagieren können. Handlungsempfehlungen für die Gestaltung der Kommunikation mit Mitarbeitern und Ansatzpunkte für die zukünftige Forschung werden diskutiert.
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