Grounded in Social Cognitive Theory, this study explores how undergraduates’ perceptions of their institution’s moral climate shape altruistic conduct, with a focus on the successive mediating functions of moral identity and empathy. Data were gathered through 650 questionnaires distributed across five universities in Hebei Province, China, using convenience sampling. After screening, 600 valid responses were retained for analysis with SPSS version 29.0, yielding an effective response rate of 92.31%. The analysis indicated that gender, discipline, and age serve as significant demographic determinants influencing students’ perceptions of the moral climate, their moral identity, levels of empathy, and their propensity for altruistic behaviour. Structural Equation Modelling (SEM) demonstrated that both moral identity and empathy act as crucial mediators between perceived institutional moral atmosphere and altruistic conduct. Moral identity was shown to exert a stronger influence on empathy, which in turn heightened altruistic actions, thereby supporting the notion of sequential mediation. Furthermore, a direct pathway was identified linking the moral climate of the institution to altruistic behaviour, suggesting a dual mechanism comprising both immediate and mediated effects that reinforce prosocial engagement in a morally supportive environment. These results highlight the significance of cultivating an academic context that fosters internalised moral values and nurtures empathy, ultimately guiding students towards altruistic practices within university life. The implications of these findings are discussed in relation to future policy design and intervention strategies in moral education.