["Psychology &Marketing, EarlyView. ", "\nABSTRACT\nChronic loneliness influences consumer preferences and behaviors in various consumption domains. Building on the evolutionary theory of loneliness (ETL), this article extends the marketing and psychology literature on the effects of chronic loneliness to prosocial consumption. Four studies demonstrate that chronic loneliness decreases preference for products with prosocial (e.g., fair trade, child‐labor free) attributes. Chronic loneliness does not negatively relate to preference for products with pro‐environmental attributes, however. Compassion mediates the negative relationship between chronic loneliness and prosocial consumption, such that chronic loneliness reduces compassion and subsequent preference for products with prosocial attributes. The negative impact of chronic loneliness is mitigated by a loving‐kindness meditation or an advertisement featuring a compassion appeal. These findings have implications for prosocial and pro‐environmental consumption and consumer welfare.\n"]