Abstract
Using the extended theory of planned behavior, this study examined individuals’ cognitive and psychological determinants of their intentions to donate to nonprofit organizations (NPOs) with either a positive or negative chief executive officer (CEO) reputation. With the use of online survey data (n = 371), the similarities and differences in the relationships between the determinants were analyzed for the two NPO CEO reputations. To verify the hypotheses, multiple regression was used to analyze the data. The results reveal that for NPOs with positive CEO reputations, subjective norms, perceived behavioral control, moral norms, past behavior, and identification had positive effects on the intention to donate. In contrast, for NPOs with negative CEO reputations, subjective norms and identification had positive effects on the intention to donate. Attitude toward the NPO was not related to donation intentions regardless of the CEO’s reputation. These findings suggest the need for strategies to increase the public’s intentions to donate to problematic NPOs with negative reputations. Additionally, a strategy to further strengthen the intention to donate in the case of a positive CEO reputation is proposed. Theoretical and managerial implications of the results are also discussed, highlighting important considerations for CEO reputations and NPO management in the short and long terms.
Highlights
Donation is an action that must be sustained in order to practice love for humanity and to develop an inclusive society
This study investigated determinants that affect individuals’ intention to donate to an nonprofit organizations (NPOs) when its chief executive officer (CEO) has either a positive or a negative reputation
Unlike the case of corporate CEOs, systematic research has not been conducted on the effects or relations of NPO CEOs on donation intention in past literature
Summary
Donation is an action that must be sustained in order to practice love for humanity and to develop an inclusive society. As countries around the world achieve economic growth and evolve from quantitative growth to the pursuit of improving the quality of life, donation has become a significant factor in the modern way of life [1]. Donations contribute to improving welfare around the world through effects such as improving economic inequality and class imbalance, children’s education, and living standards [2]. The role of nonprofit organizations (NPOs) is gradually expanding, along with the increase in the need for their work. They play an important role in providing necessary services and materials to those in need at the local, national, and international levels [3]. Despite the significant efforts of NPOs, donations are on the decline worldwide
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