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

Author

Listed:
  • Robert Mittelman

    (Royal Roads University)

  • José Rojas-Méndez

    (Carleton University)

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.

Suggested Citation

  • Robert Mittelman & José Rojas-Méndez, 2018. "Why Canadians give to charity: an extended theory of planned behaviour model," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(2), pages 189-204, June.
    • Handle: RePEc:spr:irpnmk:v:15:y:2018:i:2:d:10.1007_s12208-018-0197-3
    DOI: 10.1007/s12208-018-0197-3
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    References listed on IDEAS

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    1. Oosterhof, Liesbeth & Heuvelman, Ard & Peters, Oscar, 2009. "Donation to disaster relief campaigns: Underlying social cognitive factors exposed," Evaluation and Program Planning, Elsevier, vol. 32(2), pages 148-157, May.
    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
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    4. Daniel-Rareș Obadă & Dan-Cristian Dabija & Veronica Câmpian, 2024. "Predictors of social media users’ intention to donate online towards international NGOs in the fake news era," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-12, December.
    5. Luis Pérez y Pérez & Pilar Egea, 2019. "About Intentions to Donate for Sustainable Rural Development: An Exploratory Study," Sustainability, MDPI, vol. 11(3), pages 1-14, February.
    6. Cheng Hong & Cong Li, 2020. "How to turn lurkers into donors? A study of online social support interactions between nonprofit organizations and their followers," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(4), pages 527-547, December.
    7. Md Shahzalal & Hamedi Mohd Adnan, 2022. "Attitude, Self-Control, and Prosocial Norm to Predict Intention to Use Social Media Responsibly: From Scale to Model Fit towards a Modified Theory of Planned Behavior," Sustainability, MDPI, vol. 14(16), pages 1-38, August.
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    10. Baudier, Patricia & Kondrateva, Galina & Ammi, Chantal, 2023. "Can blockchain enhance motivation to donate: The moderating impact of religion on donors' behavior in the USA's charity organizations," Technological Forecasting and Social Change, Elsevier, vol. 191(C).
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