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International Review on Public and Nonprofit Marketing

Erschienen in:

20.04.2018 | Original Article

Why Canadians give to charity: an extended theory of planned behaviour model

verfasst von: Robert Mittelman, José Rojas-Méndez

Erschienen in: International Review on Public and Nonprofit Marketing | Ausgabe 2/2018

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Abstract

The purpose of this paper is to test an expanded model of charitable giving and the intention to donate based on the Theory of Planned Behavior (TPB). The novelty of this research resides in disaggregating the overall attitude a donor may hold into three different attitude constructs: attitude toward a charity, attitude toward helping, and attitude toward donation. An online survey was conducted of 202 potential Canadian charitable donors. By using a hierarchical multiple regression, results show that overall, the extended TPB model proposed in this study is significantly better than those found in the extant research in predicting the intention to donate. The strongest influences on the intention to donate were past behaviour, moral norms, and perceived behavioural control. Subjective norms and attitude toward charitable organisation were found to be non-significant predictors. Managerial implications are also presented at the end of the paper.

Vorheriger Artikel Consumer perceptions and corporate social responsibility: what we know so far

Nächster Artikel Marketing public and private higher education institutions: A total experiential model of international student’s satisfaction, performance and continues intention

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Titel: Why Canadians give to charity: an extended theory of planned behaviour model
verfasst von: Robert Mittelman
José Rojas-Méndez
Publikationsdatum: 20.04.2018
Verlag: Springer Berlin Heidelberg
Erschienen in: International Review on Public and Nonprofit Marketing / Ausgabe 2/2018
Print ISSN: 1865-1984
Elektronische ISSN: 1865-1992
DOI: https://doi.org/10.1007/s12208-018-0197-3

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