Frugal people give more? The moderating role of beneficiary number in eliciting donation intention
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[1] Business Administration Department, State Polytechnic of Kupang, Indonesia
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- Localización: International review on public and nonprofit marketing: official publication of the International Association on Public and Nonprofit Marketing, ISSN 1865-1984, Vol. 22, Nº. 1, 2025, págs. 1-15
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
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Resumen
This study explores the influence of frugality on donation intentions and examines how the number of beneficiaries moderates this relationship. Across two quantitative studies, the research reveals that frugal individuals show a higher willingness to donate to charity campaigns featuring multiple beneficiaries rather than just one. The perceived impact of donations serves as a crucial intermediary factor, further enhancing donation intent among frugal individuals. These findings suggest that charitable organizations can effectively engage frugal donors by emphasizing the impact of their donations, and secure financial support. This research contributes to the understanding of the psychological mechanisms driving philanthropic decisions among frugal individuals. It highlights the significance of perceived impact and beneficiary number in shaping donation behaviors.
