Factors influencing the behaviour of the Brazilian donor


  • Emerson Wagner Mainardes Fucape Business School
  • Renan Fraga Barcellos Fucape Business School
  • Sarah Venturim Lasso Danmarks Tekniske Universitet


donation, nonprofit marketing, fundraising, donation of goods, donation of money


This article aims to identify those factors that most influence individuals to donate goods and money. After reviewing the literature, an initial model proposal was developed. This model was tested on the basis of an empirical research involving a sample of 256 respondents. Obtained results showed that there is a relationship between the behaviour of donating money and/or goods and endogenous and exogenous forces.

Namely, it was found that the variables feeling obligation to donate, competence of the organization, reputation of the organization and dedication to the cause influence the donation of money. In case of the donation of goods, the influencing variables were feeling obligation to donate, reputation of the organization, location of the organization and dedication to the cause.


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How to Cite

Wagner Mainardes, E. ., Fraga Barcellos, R. ., & Venturim Lasso, S. . (2015). Factors influencing the behaviour of the Brazilian donor. Responsibility and Sustainability, 3(3), 15–31. Retrieved from https://responsibility-sustainability.org/index.php/R-S/article/view/61

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