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Abstract
The modern-day corporate sector implements various forms of socially responsible programs, perhaps with different motives. Nevertheless, harnessing potential support towards such initiatives from stakeholders is vital. In this regard, researchers previously uncovered that the processes of psychological reaction to the request of time and money donations are different, yet the influence of psychological distance on time and money donation behavior has not been explicitly explored. Hence, this research investigates how temporal distance and value accessibility lead to different types and sizes of donation. The findings reveal that when individuals jointly evaluate donation options, temporal distance evokes dissimilar mental processes, subsequently leading them to provide time donations (near future) or money donations (distance future). With respect to the size of the donation, temporal distance has an impact on donating money, but not on time. Notably, the self-construal level interacted with temporal distance more so than that of personality traits to bring about strong donation behavior. This interaction is more pronounced and visible in relation to money donation than to time donation. In addition, implications of this research are also considered and discussed.
Highlights
Corporate social responsibility (CSR) and fair trade have become prominent practices of the modern-day dynamic business world, and, practitioners and researchers have paid increasing attention towards these notions
To answer the question “which temporal distance have a greater impact on the types of donation and size of time and money?” 2 × 2 chi-square test of independence was performed by examining the relationship between temporal distance and types of contribution
An appeal to contribute in the near future event was highly associated with time donation (76%)
Summary
Corporate social responsibility (CSR) and fair trade have become prominent practices of the modern-day dynamic business world, and, practitioners and researchers have paid increasing attention towards these notions. A broader spectrum of environmental and social activities and interactions with stakeholders on a voluntary basis are considered to be two properties of CSR [1]. The contribution of corporate bodies to charitable initiatives takes various forms and is provided to varying degrees. One aspect of company involvement in charitable initiatives is, in addition to being a donor that it acts as a facilitating body by forming an alliance with a charity organization (e.g., Asiana Airline collects donation from its travelers to donate to the United Nations Children’s fund). Chang and Liu [2] reported that charitable cause (i.e., consistent-fit or complementary-fit) and the level of donation by the company are a matter of involving the consumer in making donations. People perceive CSR in foundations, charitable activities, and in sponsorship and donations as important [3]
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