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An expectancy theory perspective of volunteerism: the roles of powerlessness, attitude toward charitable organizations, and attitude toward helping others

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  • James J. Zboja

    (Creighton University)

  • Ralph W. Jackson

    (The University of Tulsa)

  • Marsha Grimes-Rose

    (Creighton University)

Abstract

The attraction and retention of volunteers are vital components to the operation of a nonprofit organization (NPO). Understanding the motivations of volunteers is an important step to recruiting and retaining them. To add to our understanding of volunteer motivation, this research seeks to contribute to the nonprofit literature by applying an updated version of Vroom’s (1964) expectancy theory of motivation to volunteerism to determine whether individuals who regularly volunteer and who volunteer in groups feel less powerlessness and have more positive attitudes toward charitable organizations and toward helping others. Analysis of 210 surveyed consumers in a metropolitan area of approximately one million people in the midwestern U.S. found that individuals that volunteer on a regular, ongoing basis have significantly more positive attitudes toward charitable organizations and toward helping others in general. The results also indicated that individuals that volunteered as part of a group held more positive attitudes toward charitable organizations. Implications of these findings, limitations of the study, and directions for future research are provided.

Suggested Citation

  • James J. Zboja & Ralph W. Jackson & Marsha Grimes-Rose, 2020. "An expectancy theory perspective of volunteerism: the roles of powerlessness, attitude toward charitable organizations, and attitude toward helping others," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(4), pages 493-507, December.
    • Handle: RePEc:spr:irpnmk:v:17:y:2020:i:4:d:10.1007_s12208-020-00260-5
    DOI: 10.1007/s12208-020-00260-5
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    References listed on IDEAS

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    1. Kiatkawsin, Kiattipoom & Han, Heesup, 2017. "Young travelers' intention to behave pro-environmentally: Merging the value-belief-norm theory and the expectancy theory," Tourism Management, Elsevier, vol. 59(C), pages 76-88.
    2. Maija Renko & K. Kroeck & Amanda Bullough, 2012. "Expectancy theory and nascent entrepreneurship," Small Business Economics, Springer, vol. 39(3), pages 667-684, October.
    3. Geoff Nichols & Rita Ralston, 2012. "The Rewards of Individual Engagement in Volunteering: A Missing Dimension of the Big Society," Environment and Planning A, , vol. 44(12), pages 2974-2987, December.
    4. Leonina Emilia BACIU, 2017. "Expectancy Theory Explaining Civil Servants’ Work Motivation. Evidence From A Romanian City Hall," The USV Annals of Economics and Public Administration, Stefan cel Mare University of Suceava, Romania, Faculty of Economics and Public Administration, vol. 17(2(26)), pages 146-160, December.
    5. Marieke Van Willigen, 2000. "Differential Benefits of Volunteering Across the Life Course," The Journals of Gerontology: Series B, The Gerontological Society of America, vol. 55(5), pages 308-318.
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