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Mind the gap: Understanding the gap between intentions and behaviour in the charity context

Author

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  • Nguyen, Cathy
  • Faulkner, Margaret
  • Yang, Song
  • Williams, John
  • Tong, Luqiong

Abstract

Intention measures are used as a proxy for future behaviour. Although there is often a gap between intentions and subsequent behaviour, little is known about why the intention-behaviour gap (IB-gap) occurs. This longitudinal study across Australia, New Zealand and China quantifies the IB-gap in the context of donating money, goods, and time to charities. The factors underpinning the IB-gap are documented (i.e., why intenders don’t act and non-intenders do), resulting in the development of a framework summarising 12 key reasons. Findings show that intenders don’t follow through due to perceived time/effort constraints or lack of resources. Non-intenders subsequently give due to heightened awareness and attitudes about a charity/cause, or an intrinsic motivation such as empathy. Our findings allow researchers and marketers to better understand and interpret intention metrics, with guidance on how to minimise barriers to action across three types of support behaviours.

Suggested Citation

  • Nguyen, Cathy & Faulkner, Margaret & Yang, Song & Williams, John & Tong, Luqiong, 2022. "Mind the gap: Understanding the gap between intentions and behaviour in the charity context," Journal of Business Research, Elsevier, vol. 148(C), pages 216-224.
    • Handle: RePEc:eee:jbrese:v:148:y:2022:i:c:p:216-224
    DOI: 10.1016/j.jbusres.2022.04.044
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    Cited by:

    1. Karolina Kaczorowska & Jodie Conduit & Steven Goodman, 2024. "Engaging through storytelling: the interplay of engagement with a story, cause, and charity," Journal of Brand Management, Palgrave Macmillan, vol. 31(3), pages 265-292, May.
    2. Bataoui, Soffien & Boch, Emmanuelle, 2023. "The role of socially rich photos in generating favorable donation behavior on charity websites," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).

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