Social preferences (e.g. Fehr & Fischbacher, 2002) are one type of preference investigated in behavioral economics and relate to the concepts of reciprocity, altruism, inequity aversion, and fairness.
Fehr, E., & Fischbacher, U. (2002). Why social preferences matter: The impact of non-selfish motives on competition, cooperation and incentives. The Economic Journal, 112(478), C1-C33.