Motivating factors in the act of donating money and/or goods in emerging markets: scale development and validation
Keywords:
donation, money, goods, donor behavior, motivations in donating, emerging marketsAbstract
This study aimed to propose a scale to measure the tendency of an individual to make donations of money/goods in an emerging market. I reviewed the studies regarding donations, obtaining 107 variables from the literature and from the qualitative research that motivates donating money/goods. I conducted field research with 1073 Brazilian donors, who indicated their perspectives on the variables related to the act of donation. In the data analysis, a factorial structure was developed in which 39 variables were grouped into 11 factors. These factors were named, resulting in a scale for measuring the tendency to donate, divided into two parts: individual characteristics and external motivators. Managers of social organizations in emerging markets that depend on donations can focus their efforts on the variables identified, as they were relevant to the donors surveyed. In addition, they can make use of the scale to ascertain potential donors of money/goods, as well as to gain a better understanding of their current donors.
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