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International Review on Public and Nonprofit Marketing

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03-01-2022 | Original Article

Do materialistic individuals donate less? Exploring the moderating effect of the need to belong in monetary donations to volunteering groups

Authors: Francine Zanin Bagatini, E. R. D. Vaz, A. C. Petkowicz, K. Basso, J. Pauli

Published in: International Review on Public and Nonprofit Marketing | Issue 4/2022

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Abstract

This study explored the moderating effect of the need to belong in the relationship between materialism and the percentage of money donated to volunteering groups. The main assumption of this paper was that materialistic individuals donate less money even when they are impelled by the need to belong. A quantitative, descriptive, and cross-sectional study was carried out to analyze this relationship. Data from 163 undergraduate students of a higher education institution in the south of Brazil was collected through a survey. The results obtained show that the need to belong moderates and reinforces the negative effect of materialism in the percentage of money donated. The search for status and social recognition are possible explanations of the effect noted.

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Title: Do materialistic individuals donate less? Exploring the moderating effect of the need to belong in monetary donations to volunteering groups
Authors: Francine Zanin Bagatini
E. R. D. Vaz
A. C. Petkowicz
K. Basso
J. Pauli
Publication date: 03-01-2022
Publisher: Springer Berlin Heidelberg
Published in: International Review on Public and Nonprofit Marketing / Issue 4/2022
Print ISSN: 1865-1984
Electronic ISSN: 1865-1992
DOI: https://doi.org/10.1007/s12208-021-00328-w

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