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This qualitative multiple case study investigated how six senior engineering students from diverse backgrounds developed social role identities while undertaking an altruistic senior design project—a modular greenhouse for a school in the Yucatán. Guided by goal congruity theory, we explored their perceptions of engineering, motivations for choosing the project, and individual/group roles and identities through written reflections, questionnaires, focus groups, and an instructor interview. Codes emerged in four themes: Engineering Value, Engineering Identity, Project Value, and Project Role. Results demonstrate that opportunities for prosocial impact can influence engineering students' career choices and professional identity formation, offering insights for retaining underrepresented groups in the field.