Abstract
AbstractIndividual donations are the main source of income for charitable organizations. This study aims to understand whether, when, and how descriptive norms can be used to motivate individual monetary donations. Our findings challenge previous literature about the influence of descriptive norms on donation intentions by shedding light on the process of their influence. Studying 288 respondents, we found that descriptive norms do influence donation intentions and this interaction is mediated by perceived impact as well as personal involvement. Beneficiary responsibility, however, did not emerge as a significant moderator of the process. Our results guide managerial decisions of charitable organizations to inform their professional practice and help them increase individual donations.
Highlights
In recent years, the world has faced a range of environmental and refugee crises—further exacerbated by the COVID-19 pandemic— which demonstrated the crucial role and importance of charitable organizations for society
The overarching aim of this study is to further investigate the crucial role that descriptive norms play in affecting donation intentions more holistically by considering potential indirect effects
The study poses three research questions: (a) whether descriptive norms influence donation intentions; (b) whether perceived impact and personal involvement mediate the influence of descriptive norms on donation intentions; and (c) whether beneficiary responsibility moderates the influence of descriptive norms on donation intentions
Summary
The world has faced a range of environmental and refugee crises—further exacerbated by the COVID-19 pandemic— which demonstrated the crucial role and importance of charitable organizations for society. Social norms become part of the individuals' own value systems (Etzioni, 2000; Kelman, 1961) or personal norms Based on these notions that descriptive norms may influence attitudes and shape personal norms, it is reasonable to argue that when descriptive norms are suggestive of charitable donations, individuals are likely to recognize the importance of the phenomenon, and seek and consume the information on charities, their work, and issues these organizations work to eliminate. In other words, these individuals become involved with the issue. The influence of income and discretionary funds on charitable giving has been proven by several studies (e.g., Gordon & Khumawala, 1999; Ostrower, 1997; Schlegelmilch et al, 1997)
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