What motivates an individual to make donations of money and / or goods?
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Emerson Wagner Mainardes [1] ; Rozélia Laurett [1] ; Nívea Coelho Pereira Degasperi [1] ; Sarah Venturim Lasso [1]
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[1] Fucape Business School
Fucape Business School
Brasil
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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. 13, Nº. 1, 2016, págs. 81-99
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
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Resumen
The objective of this research was to identify what the personal characteristics are that lead individuals to make a donation of money and / or goods. To accomplish this objective, the literature was reviewed and 57 variables were identified that were related to personal characteristics explaining the donation of money and / or goods behavior.
These variables were grouped into four factors and resulted in the proposal of a model that was later tested with 22 individual donors who make frequent donations of money and / or goods. This research was characterized as exploratory and qualitative. Data were collected from -semistructured interviews, recorded and then transcribed and analyzed using the Atlas.ti software. It was concluded that the proposed model from the personal characteristics, composed of four factors (demographic, socioeconomic, psychological and behavioral), was evidenced by the interviewees and a new variable has been identified and added to the demographic factor, the variable Bbe healthy.^
