This study investigates the influence of cultural values, emotional intelligence, social responsibility, and perceived social norms on helping behavior among Malaysian young adults. Using a sample of 415 participants, data were analyzed through correlation and multiple regression methods. The results indicate that social responsibility (? = 0.44, p < .001) was the strongest predictor of helping behavior, followed by perceived social norms (? = 0.39, p < .001), emotional intelligence (? = 0.36, p < .001), and cultural values (? = 0.24, p = .002). Together, these predictors accounted for 69.3% of the variance in helping behavior (R² = 0.693, F(4, 410) = 213.45, p < .001). These findings highlight the pivotal roles of moral obligation, societal expectations, and emotional awareness in fostering prosocial actions within a collectivist cultural context. The study provides key insights for designing community and educational programs aimed at promoting helping behavior among youth.
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