Abstract
Donating by individuals has become central for today’s society to work. The current research presents a systematic review of the academic literature from marketing and behavioral science that examines the most effective ways to encourage individual consumer donation behavior. In particular, by reviewing and synthesizing 107 empirical articles, we provide a comprehensive psychological framework for conceptualizing and encouraging donation behavior. The framework suggests that individuals are more inclined to engage in donation behavior when the message or context leverages the following psychological factors: social influence, habit formation, individual self, feelings and cognition, and tangibility (SHIFT framework). Based on the review, we identify several broad changes to promoting donation behavior in an increasingly digitized world and use these to develop novel theoretical propositions and directions for future research. Finally, we provide important insights for practitioners aiming to foster consumer donation behavior by showing how they can make use of our framework.
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