Abstract
This study aims to analyze the effects of ideal and actual self-congruence and functional congruence on the volunteering intentions of university students. The empirical analysis is based on a sample of 735 students from universities in southwestern Germany. The current paper shows that stereotypic image perceptions (i.e., perceived warmth and competence) represent antecedents of the considered congruence constructs. Moreover, the study shows that actual self-congruence and functional congruence mediate the effect of perceived warmth and competence on the intention to volunteer. Ideal self-congruence did not mediate the effect of stereotypical image perceptions, nor did it have a direct effect on the willingness to take voluntary action. The study offers practical recommendations for nonprofit organizations, as well as avenues for future research based on its empirical findings.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
More From: International Review on Public and Nonprofit Marketing
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.