What About NPOs? Identifying Factors in the Intention to Donate: The Role of Brand Identification and Past Behavior

Abstract

In this study, the factors that determine the intentions of individuals to donate to nonprofit organizations (NPOs) were analyzed. Based on an extensive review of the academic literature, research hypotheses were proposed about the influences of altruism, self-esteem, trust, donation past behavior, attitudes and brand identification. Data were collected by means of an online survey. The sample was composed of 300 respondents. The empirical investigation consisted of specifying and estimating a model using PLS-SEM. The results showed that altruism and self-esteem did not have statistically significant effects on the intention to donate. The findings suggested that donations to NPOs were more strongly influenced by trust, past donation behavior, attitudes, and brand identification. The paper discusses implications of these results for theory and managerial practices related to philanthropy.