What About NPOs? Identifying Factors in the Intention to Donate: The Role of Brand Identification and Past Behavior
In this study, the factors that determine the intentions of individuals to donate to nonprofit organizations (NPOs) were analyzed. Based on an extensive reviewof the academic literature, research hypotheses were proposed about the influences of altruism, self-esteem, trust, donation past behavior, a...
| Authors: | , , |
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| Format: | article |
| Publication Date: | 2023 |
| Country: | España |
| Institution: | Universidad de Castilla-La Mancha |
| Repository: | RUIdeRA. Repositorio Institucional de la UCLM |
| OAI Identifier: | oai:ruidera.uclm.es:10578/33012 |
| Online Access: | https://doi.org/10.1007/s11266-023-00586-8 https://hdl.handle.net/10578/33012 |
| Access Level: | Embargoed access |
| Keyword: | Intention to donate Nonprofit organizations Past behavior Trust Brand identification Donaciones Empresas Marcas |
| Summary: | In this study, the factors that determine the intentions of individuals to donate to nonprofit organizations (NPOs) were analyzed. Based on an extensive reviewof the academic literature, research hypotheses were proposed about the influences of altruism, self-esteem, trust, donation past behavior, attitudes and brand identification.Data were collected by means of an online survey. The sample was composed of 300 respondents. The empirical investigation consisted of specifying and estimating amodel using PLS-SEM. The results showed that altruism and self-esteem did not have statistically significant effects on the intention to donate. The findings suggested thatdonations to NPOs were more strongly influenced by trust, past donation behavior, attitudes, and brand identification. The paper discusses implications of these results for theoryand managerial practices related to philanthropy. |
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